Muskaan Jain, Founder and CEO, The Social Culture, discusses how companies can leverage digital marketing to enhance visibility and market reach.

How critical is branding in the highly competitive cement industry, and what unique challenges does it present?
Creating a strong brand identity in the cement industry, or any industry for that matter, is indeed a complex task that requires a deep understanding of both the product and the target audience. As a branding and packaging designer, you are right to focus on the emotional connection and practical sense that your branding should convey. Here are some strategies to ensure your branding is original, resonates with your audience, and stands out in the competitive market:

• Understand your audience: Know who your customers are, what they value, and how they perceive your industry. This will help you tailor your branding to their needs and preferences.
• Differentiate your brand: In a commoditised industry like cement, it›s crucial to find what makes your product or service unique. This could be your production process, sustainability efforts, customer service or any other aspect that sets you apart from competitors.
• Consistent visual identity: Your brand›s visual elements, including logo, color scheme, typography, and imagery, should be consistent across all platforms. This consistency helps in building recognition and trust.
• Storytelling: Use storytelling to convey your brand›s values, ethos and unique selling proposition. A compelling narrative can help create an emotional connection with your audience.
• Ethical and practical messaging: Highlight the practical benefits of your product, such as durability, strength, and environmental friendliness. Combine this with ethical messaging that reflects your company›s commitment to sustainability, community and transparency.
• Engage with your audience: Use social media, content marketing, and other channels to engage with your audience. Share behind-the-scenes content, customer testimonials and educational materials that showcase your expertise and build trust.
• Innovative packaging: As a packaging designer, you can differentiate your brand through innovative packaging that is both functional and aesthetically pleasing. Consider eco-friendly materials and designs that align with your brand›s values and appeal to your target market.
• Humanise your brand: People connect with other people, so make sure your brand has a human touch. Share the story of your founders, team, and the people behind the scenes. Use a tone of voice in your communications that is approachable and relatable.
• Crisp and professional communication: Ensure that all your communications are clear, concise, and professional. Avoid jargon and complex language that might alienate your audience.
• Emotional connection: As you mentioned, emotions are key. Create campaigns and content that evoke feelings such as trust, reliability, and pride. Show how your product contributes to building not just structures, but communities and memories.

By focusing on these aspects, you can create a brand identity for your cement company that is both original and resonates with your audience, helping you to stand out in a crowded market. Remember, branding is an ongoing process and it›s important to stay attuned to the evolving needs and preferences of your customers.

What branding strategies do you recommend to differentiate oneself from competitors?
Cement industry is seen as a very not so glamorous field compared to architecture or interiors.
Branding has four key pillars – colour, logo, key problem and tagline.
I suggest that when cement manufacturers are looking to create a place, they should stick to the roots and wear the label proudly on how they are fixing the problem. Do you have different key components that make your cement stronger or do you have a cooling element that keeps the home more comfortable during summers. This key differentiator will help you understand what and how›s in order to grow the brand. When it comes to designing, as per your personal preference you can choose between keeping it simple or creating an abstract logo and adding your company name below. Both ways are efficient. Post this the most key thing is to choose your brand colour. Do a deep dive study on colour theory and its meaning as this will help you get your pillars for your branding. After which comes your tagline that gives you a chance to address who you are targeting, your motives and how you can help. All this makes a strong house for your brand. Basically, cement for the walls to keep your house long lasting.
Digital marketing helps brands connect. Don’t simply sell your product, but connect with your audience by addressing their pain points. Encourage them to book consultation calls, no strings attached.

How can cement brands effectively communicate their value proposition to both B2B and B2C segments?
It›s not one solution that fits all. While you pitch B2B you have to serve their pros right in front of them. At the end of the day, it’s also about business and profits. Make a compelling case how you are a better partner for them and why you are not the same from Brand A. Get into core details. While on other hands B2C you need to be honest, transparent and also suggest to them what all properties your cement has. Education is a must in the B2C category. When a customer is acknowledged with quashing myths and educating them with facts, they feel empowered. They feel they know it all and that›s how they will turn back to you because you are
the source.

How have successful branding initiatives helped cement companies?
The most popular branding campaigns are Ambuja Cement, Ultratech and JK Cement. These names are known to every person from rural to urban India. They capitalised on human emotions, relatable humour ads, subtly putting cement in the humour and getting it to become a household name. This led to word-of-mouth and with the distributors pushing it across offline channels, it created a recipe for success.
Using brand colours and fonts consistently to create a subconscious image is the key. Taglines that are catchy and almost used as everyday lines can really help you become a household name. Subtly hinting brand integrations along with typography, wordplay or even logo can make space in the memory of one’s mind.

Which metrics or key performance indicators (KPIs) are most indicative of success?
This is quite subjective. If your brand taglines or colours are adopted by the audience through humour more than just your product is successful. Obviously, you can also count them as the number of your community grows. The KPI here would be to get as many people to speak about your brand
as possible.

– Kanika Mathur