Time to Create the XFramework: Branding for the Hero

Vanitha Poojary

Digital Strategist

People have been consistently intolerant of what is not relevant to them for a long time now and yes, we are data-driven, but we are still quite a bit away from 100% understanding of user behavior.

There is only one hero in this journey and that hero is the customer.

It is a fact that the brand journey is complicated and convoluted. Success depends simply on how flexible and creative your brand strategy is. While the elements that make up the brand ecosystem does not change much – we will always need a well-defined mission, logo et al, what remains ever-changing is the relevance and approach.

People have been consistently intolerant of what is not relevant to them for a long time now and yes, we are data-driven, but we are still quite a bit away from 100% understanding of user behavior. We can however understand the general inclination of the persona, we can derive what gets their attention and that people is 80% of the job done.

Experts have always suggested that we base our brand marketing on the personas. This is the journey you take with your HeroX. Each persona journey has to be crafted from the beginning to the end. Understand them, nurture them, stay with them and wow them. So yes, creative customization is the key to reaching people while preserving brand integrity. Tough yes. but doable yes!

The Branding Ecosystem Checklist

  • Well-defined About Us: Nail down who you are, who do you cater to and where you could grow
  • UX-high Website: You are the bar! If you cannot navigate easily, no one can
  • Persona Chart: Nailed-down to the last detail and growing. Your persona is your best friend. What makes them happy will be what makes you happy.
  • Content that Fits into Each Other Like a Well-crafted Puzzle: We are at a time where content has to be creative, crunchy and cutting-edge. I could add more adjectives but you know what I mean. Keep an eye on trends and keep your edge
  • The No-rule Analytics Rule: What works for you – will be and should be – the only criteria for success. Track as often as you can, be obsessed and base your success metrics on what happened last day, last week, last month, last quarter and last year. And repeat!

Author Bio

Vanitha Poojary

Digital Strategist

Vanitha is a digital marketing strategist, leader and journalist with over 17 years of rich experience in structuring and mentoring teams toward excellence in digital marketing, content and communications. She holds a master’s degree in Mass Communications and Journalism and has worked with Aricent, IBM India, MSN India (India Syndicate), Deccan Herald, Times of India as well as CMR Institute for Media and Management Studies. Phone: 9742624445 Email: vanithapoojary@netiapps.com