WRITER: BENJAPORN ANUNWANITCHA
EDITED: KULDEEP NAGI
“Branding refers to creating a unique identity and image for a product, service, company, or individual. It involves designing a name, symbol, logo, or tagline that represents the entity's values, mission, and personality.”
Thailand Knowledge Park, or “TK Park,” is ideal for the holidays. It’s a “Living Library,” a space combining a reading room and an activity center to boost creativity. It’s located on the 8th level of Central World Shopping Plaza on Ratchadamri Road, Pathumwan, Bangkok, Thailand.
On Saturday, March 25, 2023, TK Park organized a Librarian Space ACTIVITY at Mini Theater 1-2 under the theme “Branding Secrets ปั้นแบรนด์ให้ดัง.” The keynote speaker Assoc. Prof. Anothai Ngamvichaikit, Marketing Department, School of Management Science, Sukhothai Thammathirat Open University, Bangkok, and her assistant Ajarn Nitinai Soontornpesach (Ajarn Z), a salesman, marketer, and data analyst with more than twenty years of working experience in world-class companies and Thailand such as GfK, American Express, Cigna, and SCB-Thailand conducted this workshop.
In this session, participants learned the meaning and importance of branding. The power of communication is built through a brand analysis to find its root (Brand Root) and tell its story (Story Branding). All participants engaged in the workshop by having a short group discussion on building a solid brand.
Building a solid brand takes time, effort, and strategy. Here are some critical steps to build a strong brand:
- Define your brand: Start by identifying your brand's purpose, values, personality, and target audience. This will help you create a unique identity that resonates with your audience.
- Develop a brand strategy: Create a plan for communicating your brand's message and differentiating yourself from competitors. This can include elements like your brand's voice, visual identity, messaging, and marketing channels.
- Build a consistent brand identity: Use your brand strategy to develop a consistent visual identity across all touchpoints, including your logo, color scheme, typography, and imagery. Consistency is the key to building a solid and recognizable brand.
- Establish brand guidelines: Develop guidelines for how your brand should be represented across all channels, including social media, advertising, and other marketing materials. This will ensure consistency and help maintain the integrity of your brand.
- Focus on quality and customer experience: Deliver high-quality products or services and create a positive customer experience. Word-of-mouth is a powerful tool for building a solid brand.
- Engage with your audience: Use social media, email, and other channels to build relationships with your audience. This will help you create a loyal following and strengthen your brand.
- Continually evaluate and adjust: Monitor and evaluate your brand's performance, and adjust your strategy as needed. Stay up-to-date with industry trends and listen to feedback from your audience to stay relevant and adapt to changing market conditions.
However, branding aims to differentiate your entity from its competitors and leave a lasting impression in the target audience’s minds. Effective branding can create an emotional connection with customers, increase brand recognition, loyalty, and trust, and ultimately drive sales and revenue.
Branding can encompass various elements, including visual identity (logos, colors, and typography), messaging, tone of voice, customer experience, and overall reputation. It is a complex and ongoing process that requires consistent communication and engagement with the target audience to maintain and strengthen the brand's identity and reputation over time.
Remember, building a solid brand takes time and effort. It requires a clear understanding of your target audience, a compelling value proposition, and a consistent brand image and messaging. With the right strategy, your brand can become a powerful tool for building customer trust and loyalty.
To upskill and reskill themselves, Mrs. Benjaporn Anunwanitcha, Director of Central Library, and Mrs. Wilai Pruesapancha, Head of the Department of Information Services and Learning Support, Central Library, Assumption University of Thailand (AU), participated in this session to gain new insight into how to create and manage a brand.
Go to Assumption University Library:
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Website: www.library.au.edu |
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