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India 2016 | Emerging Indian Brands | Brand Building Action Points

For emerging India brands

1. Connect emotionally
To connect emotionally is important for any brand, and it is especially relevant for Indian online brands. Their primary connection with consumers often is on a well- conceived website. But when the competition’s well-conceived site is just a click away, outstanding functionality is not enough. An emotional connection can be the important point of differentiation.

2. Improve customer experience
Emerging brands usually excel at identifying useful consumer insights and developing relevant concepts for products and services. However, execution can be uneven. It is important to walk the talk. Brands that raise consumer expectations cannot disappoint. Too many unkept promises can undermine trust, regardless of good intentions.

3. Innovate constantly
Launching a new brand is an exciting and complicated endeavor. But it is just the start. Being new and distinctive works only for a while – until consumers tire of the brand or find another brand that seems newer and more distinctive. Indian brands that discover success in a vertical niche often enjoy little time to celebrate before competitors arrive. Brands need to launch and then perpetually relaunch.

4. Maintain differentiation
Emerging Indian brands sometimes go from being unknown to national fame in only months. But even a first-mover brand can be nudged aside. As brands become Salient, coming to mind quickly when the consumer is considering a purchase in a relevant category, they must continue to be Meaningful and Different. These two other BrandZ™ brand equity measurements, which distinguished the brand initially, will continue to make it stand out from the competition.
 
For established Indian brands

5. Be more agile
Emerging brands are nimble and fast moving. That style comes naturally because these brands are entrepreneurial, young, and relatively small. It is important to learn from these brands without imitating them. Acting like a new brand can seem forced and unnatural for a mature brand. Agility and grace are not confined to the young, however. Established brands need to adapt in smart and appropriate ways. Changing the operating style of a large bureaucratic organization is not easy, but it may be necessary.

6. Be more personal
Emerging brands communicate with consumers constantly, and, increasingly, on mobile. They have conditioned consumers to expect this regular and direct contact. Established brands need to communicate more often and in a more informal tone that does not sound like an emerging brand, but rather like an authentic and authoritative voice that has become more accessible and relatable.

7. Be authentic
Wider access to the Internet enables people to obtain opinions about brands from friends, peers, and even strangers. The tremendous amount of available information potentially can leave consumers confused, even skeptical. But brands have an opportunity to participate in the conversation in a manner that is authentic and illustrates genuine concern for the consumer, not just as a purchaser, but also as a person.

8. Be confident
Operate from strength. Do not react impulsively to successful emerging brands. Change for the sake of change is not always a prescription for success. Consider what elements of your brand are critical for success and preserve them. Analyze the elements that make emerging brands successful and develop strategies to counter them. Do not hesitate to act, but act from thoughtful strategic analysis. A lot is at risk.

9. Take a stand
Major brands have the stature and visibility to help advance the social and economic changes that are transforming India into a more equitable and prosperous nation. Along with demonstrating product benefits, their ads can illustrate the evolving attitudes about topics such as gender equality, the empowerment of women, or marriage. Handled sensitively, ads about these topics will engage both millennials seeking change and their parents and grandparents who may hold more conservative views.