A session on
‘The Power of Product & Personal Branding for the Growth of Your Business’
by Ms Suhasini Kirloskar
Entrepreneurship Forum of Vidarbha Industries Association organized a program on ‘The Power of Product and Personal Branding for the Growth of your Business’ By Ms Suhasini Kirloskar at VIA.
A Marketing Strategist and Corporate Trainer, Ms Suhasini is the co founder of ‘Market Axis Consultancy Pune spoke a length on the significance of Product and Personal Branding for SME’s. According to her Branding is not a new phenomenon but dates back to age old times when cattle owners branded their cattle to differentiate them and show their ownership. Branding can safely be said to be as old as about 400 years. Since then Branding has come a long way and is now used to differentiate products and make them recognizable. Today many SME’s have intelligently used Branding as a tool for creating a highly successful niche market for themselves.
Honoured with a citation as the ‘One of the 100 most Influential Marketing Technology Leaders’ in the World Marketing Concept Congress in Mumbai in 2016, Ms Suhasini explained how Branding offer intangible benefits like satisfying the emotional needs of the buyers, their functional and the exponential needs and that the self expressive nature of successful Branding always create a place in the hearts and minds of the buyers.
According to her, a brand is a promise to the consumer for Quality, Experience, Service, Availability, Image and Personal Ethics. It is a complex theory in the minds of the consumer. A Brand personifies a product and acts as a strong barrier to competition. SME’S who are struggling for market should go for Branding as this will help them to create a protected market. They can even play with price as a Brand always justifies the product pricing.
Ms Suhasini with her vast experience as a Marketing Consultant for leading Brands stated that the stronger the Brand, the decision making is that much easier. According to her, in case of strong Brands, the sales are normally consistent. But it imperative that at the time of establishing a Brand, one must be armed with a sound strategy otherwise there is a possibility that the Brand may flop, further jeopardizing the business. The SME’s particularly should interact with their current and potential customers before creating a Brand.
Coming to the important topic of Personal Branding, Ms Suhasini defined Personal Branding as the change in the perception of others about oneself. According to her when your aspiration and other’s perception about you coincide, a Personal Brand gets created.
According to her some of the best methods of Personal Branding are Leadership among Peer groups, command over the language, online Brand creation mainly through Social media, interpersonal skills, winning awards and accolades, display of positive energy, sharing knowledge, press coverage , overcoming inhibitions etc.
Ms Suhasini strongly emphasised that at the end of the day the best personal Brand is that when the people are able to see the real person that you are behind any facade that you may have put up while creating your own Personal Brand.
At the outset of the program, the chairman of the forum Mr Akash Agrawal stated the significance of both Personal and Product Branding and highlighted how with a Brand image a popular company was able to put aside all competition and become the market leader. He said that in the era of cut throat competition Brands help to create a niche market which is the sustainability factor for several leading companies, hence the SME’s should also focus on Branding.
Shri Ashit Sinha delivered the welcome address and the speaker Ms Suhasini Kirloskar was accorded a warm welcome by Dr Suhas Buddhe, Secretary – VIA with a bouquet of flowers.
The program was conducted by Ms Anita Rao, who also proposed a formal vote of thanks.