C-Change 2013: Harish Bijoor unleashes the power of brand

BANGALORE, INDIA: "To be successful brand managers it's important to stay closer to truth." That was the message by Harish Bijoor, Brand Expert, CEO, Harish Bijoor Consults Inc., to CIOs attending C-Change 2013, CIOL's three-day annual business technology conclave, in Bangalore.

"You create and cascade the C-Change. The current generation works with impatient companies and bosses. Neverthless, staying close to truth helps in upholding brand value and gain trust," Bijoor stressed in his talk on: "The Karan Arjun way: Re-incarnating IT Teams/ Department as a strong brand for internal customers and stakeholders, the Personal Branding way"

What is a brand?

Harish Bijoor says, people have different answers to this question. But, any thought in mind is a brand. It's the truth of an organisation not about individuals. What is Kingfisher? Today, most say it's "beer" or "airline" company but not many know it's a bird. That's the power of a brand, he pointed out adding that brand is a powerful thought.

"Have you ever wondered what people think of you? When I go around asking people what they think about their boss, people describe their boss in all good terms.. innovative, smart, intelligent, etc.. But when you pose the same question to the person's spouse you often get a different answer which is often negative."

"Who will go to his boss and say you are an "idiot". Perception about you in others is important and that's often the truth which goes untold. Some people may even have two perceptions about a single person," Bijoor says adding that personal branding is important too.

"The brand at the end is all about perceptions. Sadly, perception is more important than truth. Brand is a dynamic process. There is never having done with it. People will not love you for ever. When you build a brand you need to stay close to truth. Brand has to be built with ideals. Moving away from brand ideals can be detrimental to any organisation," he said.