The KISS of branding a TV channel


MUMBAI: "Never take a consumer for granted if you want the consumer to turn to you as a trusted friend. But this is possible to attain if there is clear communication and one unified message." This may sound like rocket science, but Bruce Dunlop Associates (BDA) believes is actually a truth.

Who are the consumers? Obviously, TV companies and their patrons --- the viewers. And, in a cluttered environment as the TV industry seeks attention, the importance of creating and promoting the brand, in order to keep the viewers glued to the channel, gains importance, said BDA business director

Philip Kitcher, who was holding forth in a session at Ficci Frames on `Branding of TV- Standout In the crowd.

Kitcher was throwing light on the importance of branding television channels and ways to maximise the brand value in a fragmented and cluttered space.

And, why not? BDA should know better as its clients include some of the major broadcasters in the world, including the BBC.

BDA provides a range of promotion and design services to broadcasters and advertisers worldwide. As a creative agency, it offers a one-stop solution for clients, producing quality work in the field of TV channel branding, broadcast design, commercials, sponsorship, promotions, print and radio.

As television channels increasingly look at promoting their brand and aim at keeping viewers hooked on to the channel, Kitcher pointed out, it is important to fathom the target audience and communicate to them in a language that they would understand.

Pointing out that communication has to bring out the core value of the brand, Kitcher said, "If it's not worth loving the brand in the first place, no amount of make-up will save it in the end."

Sounds profound? But it does also make business sense as at the end of the day every branding exercise is aimed at maximising the value for the brand or the company, which, it is hoped, would translate into earnings.

Stressing on the communication part, Kitcher said, if the communication does not convey the authenticity of the product, the brand will die a natural death. It all begins at the beginning of the tale ---- at a time when the branding exercise is conceptualised.

According to Kitcher, it all begins with a channel in search of a big idea' and leads on to what is desired. As far as a television channel is concerned, it is essential to 'map the journey' ahead, keeping in mind the content that will speak, in a way, about the brand too.

Kitcher said that another method to chalk out future road map is to use the 'attitude and tone' of the channel. "But without total team effort the path ahead is futile," he added, emphasising on the fact that it's no single step or a person that goes on to build a brand.

On the other hand, Kitcher pointed out, a channel also undertakes various methods to keep the viewers hooked on to the channel and this varies in 'effectiveness,' depending on the factors such as turning ideas into actions and keeping the message clear, simple and topical.

The BDA executive also dwelt on the importance of sound, which is an equally powerful branding tool.

Finally dwelling on the dynamic nature of branding a television channel, Kitcher said that it's all about keeping the team on its toes as team members constantly refresh strategies.

Though in an environment where media fragmentation is high and the need is to reach out to the consumer remains a challenge, engaging the consumers is more daunting than ever before, Kitcher said, pointing out the KISS ---- keep it simple and stupid ---- formula most of the time works.

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