Paving the future growth roadmap of a legacy brand in India

Guest Column: Nikhil Gupta - Head of Marketing, Strategy, Govt. Affairs & CSR - Signify, Greater India writes about ‘Efficient & Effective’ Marketing Strategy for growing a legacy brand in India

by Nikhil Gupta
Published - April 18, 2024
4 minutes To Read
Paving the future growth roadmap of a legacy brand in India

Today to be a leading player in any industry, brands must position themselves as smart and futuristic. Such positioning requires adopting sustainable practices, using cutting-edge technology, leveraging brand legacy, rigorous R&D, developing innovative products, and using marketing effectively to connect with tech-savvy customers and engage with them in real-time conversations. 

Over the last decade, marketing has evolved to weave handcrafted narratives that shape how a brand is perceived by consumers. With innovation at its core, a good marketing strategy brings a brand closer to consumers by integrating a host of traditional and new-age marketing strategies that build brand awareness, and enhance brand loyalty, and brand growth.

Marrying the digital-first marketing approach to traditional media platforms 

Before the evolution of the internet, the mobile revolution, social media, online marketplaces, or even chat platforms, marketing strategies were based on advertising on TV, radio, newspapers, and magazines. Undoubtedly, these mediums still remain vital marketing platforms for any company today; however, digital platforms’ immense popularity, mass reach, ability to shape the public discourse, fine targeting, rapidly channel narratives in desired directions, and real-time engagement have disrupted marketing forever.

Today, most companies have a marketing strategy that is based on both traditional and digital media. In fact, in our case spending on digital platforms has significantly reduced the dependence on traditional media. 

Leveraging new age platforms to drive the brand messaging 

In today's digital age, communication and the power to influence are more interconnected than ever. This presents a unique opportunity for businesses: to leverage the power of digital marketing not only to promote themselves but also to champion sustainability. By strategically utilizing online platforms, companies can create a powerful synergy between effective marketing and environmental responsibility. 

Most notable in the category is the diversified use of content marketing. Educational blog posts, videos, and social media content can raise consumer awareness about a company's sustainability efforts and the environmental impact of its products or services. Transparency is paramount here.

Embracing technology and creating a strategic synergy with the product and brand narrative 

To maintain a leadership stance, the brand must marry the next-gen technology with its product positioning and marketing strategy to create a visionary communication roadmap tapping the TG. For example, looking ahead, Generative AI can play an increasingly important role in marketing. The technology has disrupted the marketing arena in a big way in a very short time. Its ability to generate unique content like text, images, or videos will shorten the time to introduce new marketing campaigns and lower the cost of individual campaigns depending on the factors involved.  

By adapting strategies backed by technology, tracking impact, and striving for continuous improvement, companies can leverage marketing to not only promote their brand but also create a positive and lasting impact on consumers.

Real-time engagement to drive high brand recall and customer experience 

Engagement is another crucial aspect of shaping a brand’s consideration and recall amongst the end users. Brands must not only regularly share relevant content on their leverage engagement and enhance their leadership image in the public domain. Interactive campaigns, polls, and user-generated content can be used to spark conversations and encourage active participation. Above all, consistent, focused, and driven messaging from platforms must be aligned to drive the messaging back home. 

Building a power-packed sustainability storyline

Driving and highlighting how energy-efficient the products are and how sustainably they're made and packaged goes a long way in creating a sense of trust for legacy brands. Doing so not only makes it easy for consumers to choose the best product but also creates awareness in consumers’ minds about sustainable practices.  

Sharing a company's sustainability journey, including milestones, challenges, and future goals, fosters trust and allows consumers to connect with the brand's commitment to a greener future. For instance, when consumers know that a company is RoHS compliant, they’re more likely to use its products. The digital marketing landscape offers a powerful platform for companies to champion sustainability. For a marketing strategy to succeed today, it must be nuanced and consistent across multiple platforms and channels. It must stimulate discussion and evoke interest in consumers’ minds. 

Keeping customer satisfaction at the core 

In the digital world, consumer beliefs and behaviours are changing rapidly. To keep up with—and perhaps even influence—those changes, companies must leverage deep consumer insights to strike a chord with their target audience through a host of marketing interventions. Reinforcing positive beliefs, shaping new offerings in line with emerging trends, aligning messages to consumer mindsets, analyzing consumer patterns at a granular level, and driving a genuine narrative work well. 

Finally, in a 24-hour, always-on, online, and media-saturated world, an ever-evolving marketing strategy will help a brand stand out from the crowd and create a compelling narrative by helping it craft a unique identity for itself with customers across the country.