Chapters 11 & 12 – “Building Brand YOU!” – by Omar Abedin

Chapter 11 Building Your Brand FunnelTM (your perception plan!)

In the world of marketing and brand development, there are a hundred different models used by companies around the world to create, build & manage the way their brands are perceived.

They all have certain elements in common, though, and these are the elements that you need to understand and focus on to build your own brand equity.

1. It all starts and ends with the Brand Capsule. The true essence of a brand, distilled down to three or four words. Every true brand has a capsule, and we know many of them without even realizing that in fact, the words themselves represent the truth behind the brands. For example… If I say the word ‘Nike’ to you, chances are you will say “Just Do It!”… Or you may even make a gesture with your hand that resembles a tick mark, or swoosh… and that would be enough for someone to understand everything you need him or her to get about the brand. What about Coke? “Happiness”. Mont Blanc? “I’m a success!” It works the other way around, too. “The Safe Car” will always be Volvo. Remember, this does not mean that BMW, Mercedes, Lexus or other car manufacturers are not safe – it’s just that their brands stand for other things in the consumers’ minds… So, what is your capsule? Start thinking about those few words that might be the essence of YOU. If you can’t identify it in a positive and unique way, chances are no one else can, either. You will see why this is really important as you read on.

2. Arguably the most important element of a perception plan is the Brand Positioning. This is how brands build their uniqueness, and make clear how they stand out from their competition. The Brand Positioning answers four major questions:

a. Who is the product for? (Your target market…)
b. What type of product is it? (How is it categorized?)
c. What benefit does it offer? (What itch do you scratch for them?)
d. Why should anyone believe you? (No, really!)

In your case, you need to really define your audience – based on a deep understanding of their needs – and then figure out your true uniqueness. This is the thing that makes you special, your gift, your talent… but in order to build and sustain meaningful relationships with your target audience, this uniqueness has to be meaningful to them – a true benefit to them. We will talk a lot more about this in Chapter 13, but start thinking about what makes you unique. And if you can’t think of at least one thing, don’t worry … it’ll come to you! Or we will make one come true before this book is done ;)

3. The product is the third piece of the perception plan – the tangibles that the brand delivers. Coke will always own the stylized font that its name is written in, the red colour in which it is written (called Coca-Cola Red!), even the shape of the bottle is instantly recognizable, even if the bottle is nothing more than a pile of broken shards… So – what are the tangible reflections of you? The way you dress, obviously. Hair & make-up, yes. Accessories, perhaps even more so. Pretty much everything about you that another person – particularly your target audience – can sense with one of their five senses. So that includes your choice of soaps, shampoos, fragrances and so on. Think about how your tangibles are building or hurting the brand that is YOU.

4. The fourth piece of the puzzle that is a brand’s perception plan is – it’s heritage. Where does the brand come from? Where are its roots? So, when it comes to brand YOU, this hardly needs any explanation, right? Well, its not that simple, because sometimes we tend to play down what makes us unique so that we can fit in better, and nowhere is that more true than in our heritage. How many Hispanics speak ‘American’ with a stronger accent than others because they believe it’s the only way to fit in? What in your background makes you unique? Is it your ethnicity? Your language? Skin colour? The way you were raised, or where? Until you are ready to embrace that which makes you different – and hence unique – you are missing out on a great opportunity to brand yourself even more strongly.

5. A critical – and sometimes ignored – piece of the Brand FunnelTM is the Brand Personality & Values. Think of your favourite brand. Now imagine that brand is a person, and about to walk through the door. What do they look like? Male or female? Old or young? Educated or not? Urban or rural? Give them a personality and values, just like you would a real person. Now, take a step back and look at yourself. What are the top three personality attributes that you display, or are well known for? What values do you hold dear? These are not superficial things we are trying to get to here… these are the bedrock of your personality, the things that you can not, or choose not to, live without. Go deep. These are those aspects of you that you are not going to be YOU without. Conversely, these things make YOU… YOU.

6. So, looking at the areas above, we come to the Key Differentiators of a brand. These are the things that make any brand unique, and they can be drawn from any area of the above five. In fact, if any brand hopes to succeed in the long-term, it needs to know what those differentiators are, and learn how to leverage them to the max. So… what your key differentiators? Which of the five areas of the Brand FunnelTM make you unique?

Are you ready to start building your own Brand FunnelTM? Let’s get started!

Chapter 12 The Brand Capsule (the top-of-mind idea you own)

Let’s get into it.

If you were to sneak in to your target consumer’s room in the middle of the night and wake up that poor, sleepy and bemused person and yell your name in their face – what will they yell, mumble or slur back at you?

Think about that for a minute. (By the way, please don’t actually try this exercise on any of your stakeholders – it’s a theoretical exercise ☺ I suppose you might try it with your spouse or significant other, but you do risk being sent to the doghouse or worse…)

So, you yell you name at that them. What do they say back?

Your capsule – the essence of what they remember, believe and think about you – is what they spit back. It’s what they can access right away, and play back at you. It’s unvarnished, boiled down, the essence of what you represent to them.

It’s easy when we talk about brands, right?

“The cool computer.” Apple

“The real cola.” Coke

“Internet search.” Google

But does it work that well when we talk about people as brands? Let’s take a look…

Mohammed Ali (Cassius Clay) “Floats like a butterfly”…

Pele “The greatest soccer player ever”…

Steve Jobs “The creative genius behind Apple”…

Richard Branson “The maverick CEO of Virgin”…

But these are world famous celebrities, you say. How can I hope to emulate these guys? Well, take a look around your circle of friends and family, colleagues & co-workers.

They all have certain views about you. Do you know how they see you? I mean really know? The challenge is – each major group of stakeholders will have a different capsule for you – if they have one at all. BTW, they probably will have one, but it may not be the one you imagine, or wish for.

E.g. To your spouse or significant other, you might be

“The best hubby ever”, or

“The best mother to my kids!”, or even

“Bob the Builder”…

And how about “My cash machine” ☺

To your kids, you might be

“The best dad/mom ever”, or

“My dad the math expert”, or

“My mom the best cook”, or

“My dad the car nut”…

To your co-workers, you could be

“The accounting whiz”,

“The go-to guy in the team”, or

“The royal suck-up”…

And to your boss, your capsule might be

“My wing man”, or

“My go-to guy for any client issue”, or

“The top ranked sales rep in the country”…

Do you see how challenging this is? Trying to come up with a capsule that you can own is very difficult – and it needs to be ownable because otherwise your replacement can very easily step into your shoes – literally & metaphorically. The challenge is that while your capsule may be different – or at least appear to be – for each one of your stakeholders, it needs to be rooted in a set of values & beliefs that is consistent, and credible and again – ownable by you.
Now, while you think about your capsule – those critical two or three words that represent the essence of YOU – let’s move on and figure out how we are going to differentiate ourselves in the mass of humanity that we are competing with. We will come back to the capsule later, once you have gone through the rest of the process.

Remember, this is a process, and you may need to go through the cycle a couple of times to get to a point where you have something that you are comfortable building the rest of your life on. It will pay off.

On to the next step – developing a brand positioning that will set you apart and set you up for success.

2,072 thoughts on “Chapters 11 & 12 – “Building Brand YOU!” – by Omar Abedin

  1. If my boss would say “you are my go to guy person” or “my wing man” that would be the happiest day of my life :). On a serious note all these things are quite difficult and we have to put our immense effort to sort it up. The funnel discussed above requires only the most relevant and unique attributes we possess. Unique doesn’t mean which only you possess but it means something which you have or do best. This very important as your brand capsule is totally based on it.

  2. Key elements in building the brand ‘ME’ are as follows:

    1. Brand Capsule
    2. Brand Positioning
    3. The product
    4. Heritage
    5. Brand Personality and Values
    6. Key Differentiators

    A brand capsule is essential if we want to be irreplaceable for our core customers. At each and every step, we should think about how our tangibles are building or hurting the brand ME.

    I would ideally want my brand capsule to be:
    ” Best Daughter” – for my parents
    “The go-to guy in the team” – for my co-workers
    “The best client lead” – for my boss

  3. Repositioning a brand is sometimes considered to be one of the hardest things for a brand to go through (at least that’s what we were told in Consumer Behaviour). But as you go through different stages of your life where people are constantly changing, you have to constantly reposition yourself. Isn’t it possible that it can take a toll on your personal brand? What time in your life do you think that a person should be content with the positioning he has created and that positioning remain constant.

  4. Solidifying one’s impression in the minds of a customer to the extent exhibited by the ‘wake and shout’ hypothetical test outlined earlier requires a consistent commitment to satisfying their requisite needs as and when required. There’s a critical PR element built-in as the brand capsule will have to be strong enough to withstand any unforeseen bumps in the road.

    Having said that, it all makes sense.

  5. I find the idea of Brand Capsule very fascinating-the essence of a brand defined in a few words but I find it very hard to do it for myself at this stage. Any human being has numerous qualities and personality traits and to encapsulate his/her “core essence” in few phrases is difficult. I feel it is perhaps difficult for most of us to identify those lines along which we are different from others and want to or have the potential to build our competitive advantage. I hope the coming chapters would help clarify this!

  6. I agree with what Maria has to say. I think at this point even though we may know of a few things we are really good at, phrasing them in three words is difficult. We are at a stage where we are still discovering ourselves, what we stand for, who we want to be and how we want others to perceive us. But shouldn’t our brand capsule be consistent across all the stakeholders in our life? If its different for my boss and my friends and my family, then how is it really my true essence?

    1. Crafting a brand capsule is really really challenging. It takes time, thought and focus, and you might have two different capsules for your personal and professional brand identities. Give it a shot and share the results, maybe the forum can give you feedback that helps in tightening both up further…

  7. It’s no easy a task to create a brand capsule! Atleast it wasn’t for me. Getting down to those three four words require lot of reflection on where and how you want to position yourself.

    Sometimes the role playing with your core consumers is shifting gears itself. Let’s assume you wake up on the wrong side of the bed and find yourself under your boss’s radar. So from being the ‘most reliable interface to clients’ you turn into ‘haste decision maker’. Which is why, it really is a challenge to know which one is consistent and which one should be owned.

  8. As mentioned in the chapter, each major group of stakeholders will have a capsule for us but it may not be the one we imagine, or wish for.
    So what to do if they already have an undesired brand capsule for us? Example in my case, I think most of the stakeholders will have the capsule as being worried or stressed but it is not something I would like to own so is the brand capsule changeable and if yes, what are the steps to do so?

  9. to understand or know brand capsule regarding us, we will be getting different answers from different persons, depending on everone’s thinking and the personality perception regarding us.
    brand funnel approach ‘s major dimension is to know personality and values of a brand.if any brand is considered as a person so finding its personality is major task or key to success factor.
    very well written with examples
    thankyou

  10. The best way to come up with a personal brand capsule is to firstly take the traditional route of consumer insight and research. It’s amusing how one’s brand capsule can actually turn out to be the exact opposite.

    1. The brand capsule or the top of mind idea forms the basis and foundation of the power brand. It presents the entire brand identity and essence to the consumer in three to four impact-full words. Just by looking at it one can know whether he/she is the target audience or not.

      Moreover, I feel that the brand positioning statement strongly coincides with your definition of the power brand criteria. They definitely over lap and point towards the fact that one should always aim to create a power brand when laying out the structure of the positioning statement.

  11. A good, unique brand capsule that sets an individual apart is very difficult to achieve because not only does it have to be a key differentiator but it also has to be something that an individual constantly tries to put forth in the minds of the consumer, and a good brand is one who remains consistent with it’s message (it takes brands years to build a reputation and desired associations), so undoubtedly this cannot be achieved if an individual has not figured out who he is as a brand and how he wants to be perceived by his consumers. Once that’s figured out, the brand is well on his way to achieve the desired brand capsule he wants.

  12. I feel that in order to create an effective brand capsule the trick lies in how well you can translate your capsule into benefits for those around you. I could know what I’m really good at or what is my essence (if we all reflect upon ourselves hard enough it’s not difficult to come up with two or three words that define us), but if I can’t turn that into a tangible benefit for people, it won’t really matter and would fail to be ingrained in their minds. I’m intrigued to find out how we can turn our capsule into a competitive advantage by adding value to people’s lives.

  13. The idea of brand capsule is both exciting and complicated at the same time. The brand capsule test brings forward brand manager’s true ability to understand and perceive brands in the correct form. In my opinion one should perform this exercise to find out what brand capsule one presents to those around us.

  14. Working in an international organization I can so relate to these topics..where each and every aspect of yours get noticed i.e. the park you go for jog, or the perfume you wear or even the way you react to a slide in a presentation in a meeting room with your stakeholders.

    I agree its a conscious effort of finding out what you do best and whats your brand capsule what am confused about is how do you integrate with your target market?

  15. While the process of developing a brand capsule may seem very tough and might take a long time to register in the minds of people but once this process is completed it gives a very distinct and effective edge to any brand. The primary motive of every brand is to stand out and the concept of brand capsule helps it in accomplishing this motive. A Brand capsule should define the brand and allow people to associate it with the brand.

  16. It all comes down to identifying your key brand traits which distinguish you from others.Identifying your main strengths,our unique qualities and capabilities will lead you to the concept of brand capsule, just like it is mentioned here that the first word comes in mind about the brand is the same thing what comes in mind about you when someone call your name.In my view this is an excellent description to identify and filter down to your key qualities that makes you a distinguish and stand out brand.

  17. Its really a difficult task to think of your brand capsule and the uniqueness associated with it because most of the time you have common uniqueness around you and cant figure it out is it really your THING? then its just come to the key qualities at which you are best and how you portray them.

  18. Brand capsule is the essence of a brand, or the identity of a brand. We being a brand must work on building our own capsule or our own identity that can make us unique or to standout from the rest. This idea depends on positioning, based on our target audience. A product may have its benefits but what differentiate it from the rest and for what it is perceived to be is the single most important thing.

  19. The most important takeaway from this chapter would be that we must clearly identify the unique attributes and qualities of our product and then develop the brand capsule around it. The brand capsule turns out to be the most important aspect of this whole exercise and it must be done carefully as the brand is built around it.

  20. Brand capsule can be called the basic building block for any brand manager. So the brand manager must identify this capsule using unique attributes of this product. Similarly a person should also do this exercise for himself as well. Every person has his/her own unique personality and attributes. These can also be found by asking those around them. This can be used to determine and build your own brand capsule. This capsule can help a person differentiate themselves from the others.

  21. The most important takeaway from this chapter is the learning about brand capsule which is based on the qualities and attributes of a product. But this is not an easy thing to do as you have to first find out the uniqueness of a brand on which brand capsule is based. This allows people to identify the qualities of a brand and associate with it.

  22. Your blog is so going to get me killed one day :) Every new post gives a new dimension to think about YOUrself. The concept of Brand Capsule was yet another “Lets Try This..” material. I pretended not being ME with my colleagues, fellows and friends for few hours of my interaction with them, and the responses were awesome. Few bold one friends replied instantly, others asked in private, and some dare ones texted later in the day, all asking, “Khubaib, you were not YOU today, is everything fine?”. :)

    You have a brand capsule of yourself, you know it or not. People know you by it. I never knew I had that capsule of me. But I have, every body has one, Its just we underestimate ourselves.

  23. I do agree that being different not only creates a space for you in the perceptual it also helps decide whether the product is for them or not. Specially in the cases of standardized products where there is not enough room to differentiate in price or product characteristics the identity building becomes vital.

    Brands like Pepsi is a pure example of winning over Coke in Pakistan as having little or no room to differentiate on the functional benefits or pricing strategies it was still able to clearly place there value in the minds of the Pakistani consumers ahead of Coke. How do they do that is a different story but now they do create this irrational appeal that Coke is not for me , Pepsi is. While in Atlanta and other parts of the world its the opposite. This is what the differentiating factor does , not only does it ease your mental decision making when selecting brands over the other it also accelerates it.

  24. I believe the core idea here is to have a better understanding of your true self, both at a professional and philosophical level. This chapter provides a really good structured approach and tools to help achieve this objective.

  25. Sadly there is no copyright option available for your personality brand capsule but your efforts.

    Interesting, fingers crossed for the next chapters…

  26. It’s interesting to note that every person has a brand capsule- I picked random people I know and tried to identify what they stand for and for some I could identify very strong associations. These people might not even know that others associate these characteristics with them. However, what’s more interesting is that people can have different brand capsules depending on the personal and professional lives.

  27. The idea of identifying the unique attributes and characteristics and coming up with a brand capsule is a fascinating thing itself which helps you stand out. But what’s difficult is looking for those few words for your brand capsule which define the uniqueness and different attributes you want to highlight.

  28. In short, our brand capsule must be original, sustainable and recognizable..not just something in the air but something deep rooted within us, something we always knew that was a part of is but could never really put our finger to it..just like brands are built into something over the years into something that’s meaningful to some people because of the set of values it stands for and the bundle of emotions it evokes.

  29. We are at a stage where we are still exploring our lives. We ought to change like the environment around us. Brand like Nike and BMW took years to built their perception in our mind and that is why when we listen Nike we say “Just do it”.
    However the idea is also based on brand positioning and target audience. And to build a brand capsule we would have to keep an eye on our every single act such as our way of speaking , the way we walk and so on.

  30. we become mature as the time passes. Our beliefs, attitudes and interests change even. I believe everyone would want to be known for what they are, how they want things to be, what drives them etc. I think brand capsule may have to change after some time. And once the perceptions have developed, it may be difficult o change them again.

  31. We have been very ,much emphasized upon one idea that is to build your brand capsule & it should be clear for every target audience. It’s most difficult at this point of time since I am at beginning of my professional career & I want my self to be perceived as Passionate Sales Engineer and I hope by doing all these quick takes, assignments which are helping us to evaluate how our perceived brand value deviates from actual brand value & we should be aimed at minimizing the distance between the two…

  32. Thinking about the brand capsule is a tough ask because we generally have different consumers with unique needs. To identify their needs and offer them with right benefits is a difficult but it certainly will make life easier as it will differentiate you from others. Perception management is not only telling others about yourself but implementing it in spirit as well which is the real challenge. So building a brand capsule is like building your logo in the minds of the consumers. it has to be precise and well thought as any difference in your perception and real actions can lead to a disaster.

  33. At first the idea of having a capsule for your brand is exciting but when you actually start thinking about 3-4 words that describe the brand YOU, You are stuck. How can you describe yourself in 3-4 words? It gets further tricky when these words are supposed to be unique enough to make you stand out from the rest of the brands.

    Also, Everyone’s perception about you is totally different. How do you come up with something that everyone agrees to?

    1. And that’s what makes it such a tough exercise Mahum… if you can crack it, your chances of successfully branding yourself grow exponentially!

  34. Its so true! Everyone perceives you and build a capsule for the kind of relationship you have with them. Whether its your family, friends, neighbors, colleagues, bosses etc. they don’t even know but in their subconscious they always have capsule for you.

  35. when the debate comes to funneling the brand and creating a capsule for oneself, the brand will become specific as it has its plus point but I think it bounds a brand into limitation that they can do good and really good in an area but will only be known for that area not for other, so what if one is a good public speaker as well as a painter so for capsule one attribute must define you and due to becoming specific as those few words will be defining the brand and the capsule grew stronger with time and and if the personality of a person change or one of his other attribute take over the previous attribute wouldn’t it affect the capsule.

  36. When i did this excercise for the first time, i almost got the brand capsule for me as a brand wrong. It’s really challenging for someone to figure out the brand caosule for their ownself because what a person would think of their ownself might be different from what other people think. To be on a right track, one could ask people who know you about the capsule that a person holds. After many tries, i finally figured out what my essense as a brand is.

  37. Also, your brand essence is something that stays with you for a long time. While logos may come and go, brand essence generally remains the same for a long period of time. A brand that doesn’t have a consistent capsule would be like a person who doesn’t know who he is and what he wants to do in life!

  38. One of the most insightful exercises we did in class was of identifying a brand as a person. It may be confusing, and some people may even have opposing views but there’s always a common denominator – which is what the brand was aiming for. To imagine a brand as a person, and then to imagine yourself as a brand – is confusing and compelling at the same time. But allows one to switch roles and gain a better understanding on branding perceptions and what is needed to build/rebuild or create these perceptions.

  39. The idea of giving yourself a brand capsule is much needed in today’s day and age where everyone’s personalities having started becoming very standardized in terms of the way they work, behave and carry themselves. This is also one of the reasons a lot of firms don’t value their workers because they are “just another employee” and can be replaced easily. Defining a brand capsule for yourself will enable individuals to make themselves prominent enough for others to believe in their personalities and talent that they bring to the company and prove to be more than “just another employee” whose existence will make a difference in the company.

  40. Brands like Apple and Nike are the ones that have been truly absorbed by the consumers to such an extent that they are strongly rooted in their daily routine. If we come to think about these brands, we can instantly think of the few words that instantly strike us, for example, when we think of Nike, ‘just do it’ or the Nike tick pops up in our head. Hence, it is crucially important to have a brand capsule to serve as a foundation of a power brand. When it comes to think of a brand capsule for yourself, it is a rather difficult task, because a person evolves from time to time in many ways. However, I feel it has become essential to have your own brand capsule in order to differentiate yourself from others.

  41. I tried coming up with a brand capsule of brand ME but i failed. I could not describe myself in 3-4 unique terms, and if I base it on consumer insight then i am completely different person for friends, family and at work. Summarizing it to one core idea is a difficult task in total but i will try again until i have my own brand capsule.

  42. Knowing what you are to offer to the world requires you to have a blind faith in your product. This only comes when you know your history well (heritage) and have spent great time to work on it tangibles and overall feel of the product. The brand funnel incorporates all those required elements that leads you down to the point of capsuling those factors in one small box.

    The brand capsule is like your Nick in a game of counter strike fighting in the “map” of brands, you so want it to sound good and deadly to instill fear among the reader. Similarly one must know his/her true esscence that with out say, their actions speak for itself and they exhale a sense of energy that reinforces their image provided to them by their capsule. This is like the second reminder of your direction after the positioning statement of the course in path you must follow to redeem yourself distinct.

  43. I believe it takes time for a product to become a brand. Big brands like Nike and McDonald’s have been existing since a very long time. Describing oneself in a couple of words is really difficult. How you perceive yourself as a brand might be completely different from how others perceive you as a person. I really don’t think you can ever agree upon a unanimous decision describing yourself.

  44. Brand capsule might be difficult to come up with but once you’re there, its going to live with the brand forever for example Nike just do it. Its the most successful capsule and can be used in many terms.

  45. i believe the concept of having a brand capsule of a product(which is consistent through-out) is completely different from having our own brand capsule. It is hardly impossible to have a consistent brand capsule in the minds of our core customers, mainly because our core customer age lies between both the extremes (i.e kids at one end and bosses, spouse, parent at the other). Also the complexity of being personal and professional are also other two extremes. therefore i believe having same capsule through out is difficult.

    1. Usman, I agree that sometimes you will need a different brand capsule for your professional and personal brand identities. However, if your brand is built on the right set of values, the core of your brand remains consistent, and so the disconnect is relatively small, and successful people marry both spheres of their lives seamlessly. As far as your comment about kids and parents is concerned, I’d encourage you not to think in terms of demographics when defining your Target Audience. Instead, focus on Psychographics – the values, attitudes and beliefs that tie your audience together and make them YOUR target audience. Think Nike and the idea of freedom – “Just DO It!”. Is this brand driven by demographics? Or by a set of values which pulls every demographic under the sun to it like a magnet, regardless of age, ethnicity, gender, race or religion?

  46. Chapter 11 is missing out the brand funnel diagram.

    So the brand funnel starts with Brand Capsule, then brand positioning (who, what attributes, what benefits and why), then product itself, followed by heritage, brand personality & values and finally key differentiating factors (attributes making us unique). Every thing is well explained but I don’t get why the logo and color of packing are part of the product as it has to be something which will be consumed. Color and logo should be key differentiating factors or part of brand personality.

    And our Brand capsule is gonna be remembered by 2 type of people, those who love us and those who hate us (probably those who wanna kill us) and our capsule may be different for the two type of people. (I am referring to the two extremes of love and hate)

  47. The Brand funnel Framework starts with Brand Capsule, then brand positioning , then product itself, followed by heritage, brand personality & values and finally key differentiating factors. The Framework helps in analyzing the Brand Picture which can be used to build Brand Identity.

  48. Interesting exercise. This will really help you to clarify and reinforce your purpose in life, whatever it is for you.

    We try to be everything for every one which makes our lives complicated. If we know our brand capsule clearly, it will solve most of our problems.

  49. should not there be a feedback process inculcated in this brand funnel in order to ensure that the brand capsule coming out in the end is appropriate or not?

    1. Feedback is a part of the process – integral. If you remember, consumer insight is where the process/cycle begins (and ends)…

  50. it seems a bit difficult that every one of us owns a brand capsule i.e. not identical to others – a big feat to achieve!

  51. Its true that what you perceive yourself as is not how others will perceive you as well.

    This is where the brand manager’s job becomes challenging, to be able to position his/her productin such a way that the consumers perceive it as intended by the the brand manager.

    When it comes to postioning, the third and fourth points mentioned, how does it benefit you & why should anyone believe you, are the most imoortant points in my opinion because if thr brand manager is able to make these two factors stand out for his/her consumers, then it is a job well done.

  52. Building the brand capsule is the most important factor to build top of the mind awareness in the minds of our consumers(family,boss,colleagues).
    First, one need needs his customers to love him. Then, he needs them to think of him first when they’re in need of his product or service -no matter how far into the future that may be.
    I personally would like my boss to think of me as someone who gets difficult things get done. So whenever a difficult situation arises, the first person that should come to his mind would be me.
    Soon i,ll be joining corporate world and this piece of advice would surely help me a great deal to cater to the needs of my employer.

  53. This blog post is an excellent continuation to what has been discussed in the previous chapters. My key learning from the chapter is that our perceptions are not consistent and it happens because of the way we portray ourselves as a brand. All major brands are consistent in their positioning and thus their strategies replicate the big idea they want to communicate. It is reinforced here and a good reminder that we have to have a proper perception plan which eventually leads to brand capsule, your placement within the community e.t.c.

  54. I feel its tough to stick to one Brand Capsule, because as life changes, you yourself change as a person. So i would like to assume that there is one brand capsule for each era of my life.
    When you are in the process of choosing one brand capsule for a particular era, its very confusing, because we all have different traits. I found it difficult to look for that one trait that sets me apart.

  55. I like how they describe a brand’s identity through a brand funnel – starting from the essence of the brand (capsule) and ending at the key differentiators. This does not only apply to products but to individuals too – that how important it is for each one of us to be aware of the image we are portraying and compare it with the image we want to create. All brands should be very well aware of these factors in order to be a success.

  56. Building the brand capsule is the most important factor to build top of the mind awareness in the minds of our consumers(family,boss,colleagues). First, one need needs his customers to love him. Then, he needs them to think of him first when they’re in need of his product or service -no matter how far into the future that may be. I personally would like my boss to think of me as someone who gets difficult things get done. So whenever a difficult situation arises, the first person that should come to his mind would be me. Soon i,ll be joining corporate world and this piece of advice would surely help me a great deal to cater to the needs of my employer.

  57. I agree that building a brand funnel would give a clear idea of what the brand actually stands for. if consumers come up with different brand capsules, or different personality for the product it basically means that the brand is rather confusing.
    So basically, the brand YOU’s brand funnel will definitely change overtime as your customers would increase, the categories you would compete in would increase and of course your behavior would change?

  58. This chapter gives us an insight that every person has a brand capsule and it is a true understanding of your self. Moreover, this chapter has also equipped us with tools to help and understand the brand capsule.

  59. The approach defined in this blog is a very complicated and it requires a lot of investment of time in order to build the model along with these lines. Although, I highly appreciate the direction that has been given to us in this regard which was definitely needed at this point of time.

  60. everyone of us wants a positive brand capsule for us but there are also people who would possess a negative brand capsule for u. similarly, the brands also want a positive and fascinating brand capsule for ones brand but it might get that from its target audience however the brand capsule would be negative of lets say redundant for people other than target market, human beings generally try to evaluate people as quick as possible and also try to generalize things. so the brand capsule for me are different from all core consumers but brands cannot afford to have that. so it needs to have a brand capsule that is terse, relate able to its core consumers and above all in line with the insights of target market. however its difficult for me to define my self in just one line and that becomes more difficult when one considers different core consumers one has to attract. moreover, the brand funnel is a must to do approach for the brand as this summarizes the whole brand. further more one can also find hurdles in making a brand capsule for ones own self as man is fickle so maintaining a uniform brand positioning or archetype becomes difficult for one, if one manages the all same thing in him he becomes boring and unrelateable to its core consumers as change is necessity.

  61. Brand funnel framework is one the most effective and excellent model I have come across in identifying the brand essence and identity. It gives us a snapshot and holistic view of the brand and provides us a framework for understanding our brand better. Furthermore I found the definition of “Brand capsule” pretty intriguing and has used it in identifying essence of different brands! An excellent approach to understanding brand. Great work!

  62. I view the Brand funnel as being the wide number of choices available to you have when you enter a store and as you walk down the aisle you narrow down your choices…till you pick up the brand you’re after and BINGO! you lay it down carefully on your shopping cart.

  63. It has been almost a divine revelation to finally understand how successful brands are developed, how the positioning statement is the engine of the whole brand identity that stay there forever. It is more than fascinating to delve into the world of branding. Enlightening series of blogs! :)

  64. It would be really interesting to actually create your own brand capsule. there would be so much to consider, what do you stand for? what is it that you do best? what image do you want to create?
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