Branding in brick and mortar sector

Eversince its inception, Ideas Inc. has been working closely with the brick and mortar sector, viz., industrial and engineering.

In fact, it is one of its kind, since it understands these sectors and the needs. Ideas is well equipped to develop the communication strategy and the communication tools that are required for these sectors.

Except for the major players, there are very few organisations in these sectors that really look at planned and sustained advertising. In fact, few of them have budgets allocated for promotion. This is mainly because the companies conecentrate on driving sales and whatever communication tools they require are mainly to augment the sales pitch.

There is no branding activity and the now familiar inconsistencies in the promotional activities, at times, makes me wonder if we are really in the right sectors! 

I really have to educate the clients, when I work with them, on the importance of a concerted promotional effort and what it gives back to the organisation. But if they were to choose between saving money and promotion, they would rather choose the former!

The result is a weak brand and no effective market position. Therefore, the emphasis on networking, service and driving sales gets even more critical. And when there is a new entrant, for example an MNC with an established brand, the insecurities are huge.

Then the company realises that it needs to focus on its image and gradually the change sets in on a much lesser scale than desirable.

With globalisation, branding has come to stay in the Indian brick and mortar sector. Sooner the players realise it the better it is for their business.