Guest Column: Will personalisation kill brand identity?

Building an identity for any business/ brand is the ultimate objective of the marketer. It is the way any business or a company wants to market its name, logo, style, language and other related elements to the end user/ consumer. It can be defined as an exercise that mainly concentrates on how a business wants its consumers to perceive the brand rather than the actual perception.

Things have changed through the years and technological advancement has led to the rise of various channels/ mediums to communicate the brand message. Today’s modern user has many options and is not just looking at the usability of a product/ service, but is asking for an experience that will add value and establish recall. The user is seeking attention at some level, which according to some experts, questions the basics of ‘brand identity’, leading to an argument between brand identity and personalisation. Tackling and managing the latter will eventually prove to be crucial in establishing the identity. The major concern/ argument will be that if personalisation takes centre stage, then the products, services and communication will be dictated by the consumers to such an extent that it will eventually lead to lack of brand recognition.

But on the contrary, a more positive approach towards personalisation tells us that the story is not as gloomy as we think. Even though personalisation will give different experiences to different users, you can say that all those experiences they will have with the brand will be common and will bind the consumer to the brand. Moreover, personalisation means you have a proper feedback mechanism that would act as an indicator to your strategy. This will also tell you what is it that you are doing wrong? And, what is it that you are doing right?

The main goal will be to make this mechanism work properly. More interaction between the providers and consumers will not only make the consumer feel special, but also help the brand achieve its objective. Another advantage of this would be that the consumer will directly or indirectly take part in your branding activity. It will also help you understand the audience and their behavioral pattern even further, helping you provide specific/ personalised solutions and services. You will also understand how the brand is perceived by its own users and what improvements they would like to see. One such example is that of ‘Google’, and it is really interesting how they are changing the principle of brand management on its head by keeping the users engaged whilst maintaining their brand identity.

Considering the pros and cons of personalisation, the fact remains that the times are changing. Marketing is no different as it also has to adapt to these changes and come up with the latest tools, techniques and mediums to achieve success in this environment. Brand building is an extension of the whole process. We will have to accept these changes and devise strategies to counter them and make sure brand identity is well established and intact. Personalisation is here to stay for a while, and this trend will help the brand become a part of the consumer’s life. This will also enhance customer engagement and loyalty, eventually resulting in a better reach for the brand.

The author is Director - Global Marketing & Communication at Synechron