Wherever we look, anything you see or use — watches, coffee shops, desks, courier services, computers, televisions, mobile phones, pens, clothes, cars and shoes — is a brand today.

Beyond the normal concept of goods and services necessary in an individual’s life, branding has become a “must-have” quotient in living up with today’s mindsets.

Generally, we live in a world of brands.

Ideally, the definition of a brand is a product or service a company provides under a specific name. However the concept of a brand is different for various individuals, groups or companies, keeping in mind the different perspectives they have.

Some of them describe it as something that they think about when they think about a product, service or company. For others, it’s a promise a company makes to its audience. A brand is an experience floating at the intersection of a promise and the expectation, many say.

Now the question is how did brands settle in for so much importance? Being a business owner or a company how can we get there, if we are not there yet? Even if we are a successful brand, how do we continue to exceed our own expectations?

Well, all of these questions may have the same answer if you understand the notion of creating and maintaining it.

The exclusivity and the uniqueness in creating brands with a distinctive personality and tone of voice is the heart of a brand and, hence, the answer all such questions. Knowing this, you can formulate a flowchart on what you can do and how you can advance.

Firstly, it is extremely important to know and identify your target audience. Thorough knowledge about your target demographics helps you understand how they communicate and what interests they have. This is a very significant tool for you to create a pipeline that will reach them directly and effectively.

Shooting arrows in different directions hoping to hit the target is not an option anymore.

Second, sustainability is key in the marketplace. The idea behind the brand should never be short term. It should always step forward and continue succeeding over new challenges.

The passion with which the endeavour was started should never diminish.

Distinctiveness attracts audience and helps create a unique identity. People would eagerly look at things, individuals, services and products with an identity. It’s a “catch” factor.

Consumers look at this identity as themselves or how it fits their lives. Creating an identity need not be a stamp in the history of mankind but it has to have a special selling point within your niche.

For sure, the reach of a brand is also one of the most vital characteristics. As a brand, being able to navigate through different media platforms induces more customers.

Print media like dailies, periodicals, flyers and the like promote your brand to different outlets in the market. These are traditional steps to connect with your target audience.

Nowadays, internet and social media platforms have narrowed down the streaming and time caption between you and your niche audience.

Also known as digital marketing, electronic media has captured the best and most effective way of hitting the target. It is portrayed by the audience as being targeted, measurable, attractive and interactive.

Products or services marketed using digital technologies tend to reach leads and turn them into clients. Again, the key objective here is the exclusivity and the uniqueness in creating brands with that distinctive personality and tone of voice.

— The writer is CEO of rebranding of Verse Group