Brand Management Class class of 2024, SBM ITB on Tuesday (03/10) welcomed SBM ITB alumni Evita Purnamasari. She currently serves as a Creative Branding Strategist. U, Telkomsel‘s digital-based credit and internet data package provider.
In this guest lecture, Evita shared insights about creating a successful brand. This lecture examines the innovative and adaptive approach used by By.U in their branding strategy.
According to Evita, by.U does business differently. They demonstrate extraordinary flexibility, focusing on adaptive and responsive practices to meet the constant changes in today’s business world. They also pay close attention to the consumer’s voice, which is the cornerstone of their strategy.
In compiling an interesting brand story, said Evita, by.U uses a four-phase approach. First, collecting information from various sources, including business, industry, and consumers. This phase is important for developing a strong understanding of the market and target audience.
The next step is to create a proposition that effectively resonates with the desired audience. Subsequently, these propositions are tested extensively to ensure their relevance and effectiveness.
In the third phase, the proposition is further developed into an idea and plan, which consumers then test. The final phase involves confirmatory research to refine the communication concept and complete the brand story.
According to Evita, with a comprehensive approach like this, By.u can ensure its brand message is conveyed clearly and resonates effectively with its intended audience. Each phase is crucial in ensuring the brand is well-conceived, relevant and effective.
Evita emphasized that by paying particular attention to customer feedback and preferences, By.u has constructed its brand based on a profound understanding of consumer needs. Furthermore, they are unwavering in their commitment to being a genuinely people-oriented company, with a primary focus on meeting the requirements of both the business and customers. By.u ensures that its branding endeavors are creative and pertinent, thereby forming meaningful connections in the ever-changing business world.
