Developing a clear & consistent brand identity is crucial for building resilient brand CMO,Capgemini

MUMBAI, India - June 19, 2023 - PRLog -- In the ever-evolving landscape of today's business world, certain individuals stand out as visionary leaders who steer their organisations towards unprecedented success. In an interview with ET Edge Insights, Sarika Naik, Capgemini's Chief Marketing Officer and Chairperson, Diversity – India, discusses the brand's essence and how it translates to clients. According to Naik, a successful business is marked by its commitment to communities and the world at large.

Edited excerpts:

What is the essence of your brand, and how do you believe it resonates with customers and your audience?
Capgemini is known for its commitment to diversity, sustainability, and employee well-being, making it a human brand that values its people and the impact it has on society. Capgemini has a strong reputation for delivering innovative solutions to its clients and investing in its employees to help them grow professionally. This reflects well on our brand promise 'Get the Future You Want". Overall, Capgemini's brand is built around the idea that technology and innovation should be used to create better, more fulfilling experiences for people. By prioritising the human touch in all aspects of our business, we are committed to delivering sustainable solutions that have a positive impact on people, communities, and the world.

According to you, what are the essentials required for building a resilient brand?
At a time when brand competition is fiercer than ever, the challenge is not just to exist—it's to persist. We believe the core principles of brand building remain the same. This entails that what you communicate, how you communicate, and your actions must all align and be true to the brand. It is important to be genuine and transparent in your messaging and actions and to stay true to your brand values.

A resilient brand is one that respects their environment, cares for employees and the communities that they live in and demonstrates that in action alongside words. Consumers are now able to differentiate whether an organisation is just having its purpose statement as a lip service or following it in a consistent, systematic, and thoughtful manner. It is just not communicating but truly living the purpose of our organisation is what we believe. To sum up, developing a clear and consistent brand identity is crucial for building a resilient brand.

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