MYANMAR BRANDING: CREATING BRANDS THAT CONSUMERS LOVE

A lot of the work we do is around Myanmar branding, and it’s something we think a lot about. A great brand can be one of a company’s most valuable assets. Think about a company like Apple. Just hearing the name or seeing the logo invokes a certain feeling, which for most people involves cutting edge technology, premium products, and great product design. That feeling is what a brand is. It is not the logo, the name, or the colors. It is the feeling, and the way people feel when they think of Apple makes it the most valuable brand in the world.

The thing about great brands is that they need to be created, developed, and maintained. This is basically what branding is. Every aspect of a business affects brand perception, from product design, to customer service, to social media marketing strategy. Because of this, branding must be thought of holistically, as something that must be done every day, year in and year out. When done right, this builds up brand equity, one of the most valuable assets a company can have on its balance sheet.

Myanmar branding, then and now

For a long time in Myanmar, a lack of strong competition meant there was less need for differentiation, and so branding was usually given short shrift. Names were usually created solely by the founder and logos were designed without input from branding experts or an eye toward long term strategy. Now, as the country opens up, competition is forcing these companies to reconsider their branding strategies. Old companies are turning to re-branding, while new players are rolling out slicker, more modern and well-thought out brands.

Creating brand loyalty in Myanmar

Myanmar is such an interesting place for branding work right now because consumer loyalties are less fixed here than just about anywhere else in the world. Only a few short years ago, most Western brands were unavailable in the country, and even when they could be found, they were unaffordable for most people. Now, a modernizing economy combined with strong economic growth means a rising middle class is suddenly confronting consumer choices that they’ve never known before.

This new range of choice presents a golden opportunity for branding. Companies looking to build a loyal consumer base must implement strong integrated marketing campaigns that convey a unique selling proposition in a consistent way across every medium they use to talk to consumers.

Adapting brands to Myanmar culture

One question international brands face when expanding into Myanmar is how much to tailor new and existing brands to the local market. There is no single right answer to the question. Top international brands have reputations that precede them and they don’t necessarily have to change anything. Other brands may wish to incorporate local elements to help consumers feel a closer connection to the brand. For any company though, it’s important to have locals involved in brand development work. There’s nothing worse than rolling out a full integrated marketing campaign only to find out that some element of the branding is misunderstood, not relevant, or worst of all, offensive.

Starting your Myanmar branding campaign

When is the right time to start a Myanmar branding campaign? Right now. Brand loyalties may not be fixed yet, but the race is already on to determine where they’ll land. Lots of companies are working hard to influence consumer preferences here, and it’ll be an uphill battle for brands that start late. And the right time to stop? Never. Branding work is never done. Every single consumer-facing thing a company does must always work toward building and strengthening brand equity.

For more information on the Myanmar branding work our agency does, see our branding services page.