7 Secrets Bira Uses To Build Their Online Brand Profile

In a country, like India where direct advertising of Alcoholic Beverages is illegal, Bira 91 in 5 short years has built a cult following of loyal consumers. A large factor for their growth is their brilliant brilliant brand profiling on social media sites like Facebook, Instagram, Twitter and Youtube. Now Desi Branding brings to you, 7 tips you can learn from Bira to build your own online Brand Profile and gain a loyal following for yourself or your business

1. Build a Consumer Profile

The most important question you need to ask before you get started is what kind of followers do you want to attract and what do they need? In Bira's case, their ideal target is the urban, educated youth of India who want unconventional, unorthodox, fun alternatives to the available alternatives. This is why their brands advocates a dynamic and fresh product which is different from what their customers maybe used to. The colourful, funky themes, the unique flavours are immediately eye-catching and help them stand out from their competitors.

2. Create A Mascot

Much like the infamous ZooZoos of Vodafone, or the clown of McDonald's, Bira's mascot the Monkey, gives their brand another unique, interesting element. It coincides with their brand profile of a fun loving person enjoying a delicious treat. Additionally it has also become another tool in their marketing arsenal for generating brand recall. It's easy to apply this to your own brand. Build a mascot of your own, one which fits with your own personality. But keep it simple. Suppose you have a law firm that specializes in their professionalism and their cunning. A good mascot for you could be a friendly fox in black robes wearing spectacles. Just remember not to force it. If you're not having fun with it, your audience probably won't.

3. Engage With Your Audience

Ok, you've managed to gain an audience. How do you make them feel like they matter? More importantly, how do you encourage them to spread awareness of your brand by word-of-mouth. The answer is engagement. Bira launched a contest via Instagram Stories where the viewers could creatively colour/edit an outline of their mascot and the best few won limited edition merchandise. This helped in increasing both the engagement and the brand recall. You can use, polls, quizes, contests and comments to engage with your audience in much the same way. Try to be creative and make your followers feel involved.

4. Give a Behind The Scenes Peak

Viewers/Followers are always curious to get an insight into your process. Bira capitalized on this curiosity for their recent launch of the Blonde Summer Lager by highlighting a series of videos throwing light on their manufacturing process. This included conversations with their Brewmasters, clips from the factory's assembly line etc. Showing the audience glimpses of how the product/service is designed goes a long way in communicating your dedication and efforts towards fulfilling their needs.

5. Humanize Your Brand

Brands often get lost while showcasing the benefits of their products/services and forget the overarching goal. Bira suceesds where others fail because, Bira offsets simple showcases of products in a photoshoot setting, with images and videos of real life scenarios where people falling in their target consumer profile enjoy a sip in their regular lives and have fun. While plain photos of your product will help, if you want to leave an impact try showcasing your brand in use without overly focusing on it.

6. Influencer Marketing 

Influencer marketing is an essential component of any online brand profile today. These influencers, much like celebrities can help reinforce your brand values while helping you reach a wider audience. However it is important to not fall into the trap of the Obvious Sponsor. You know who they are, the brands that have nothing in common with the content being generated by the influencer and hence come off as just a cheap marketing plug. Bira often partners with Bartenders who utilize their products to build cocktails. By ensuring an overlap of content, they are able to avoid the trap while successfully borrowing the influencer's audience and credibility.

7. Make Interesting Content

Finally, the most important tip is to generate content that actually interests your audience. Diversify your strategies and avoid sticking to simple sample images of your product line. Use a mix of engagement, product images, influencers, behind the scenes activities and social events to keep your audience interested and wanting more. The unpredictability adds to the fun. Any time Bira posts a new story you are not sure if it will be about a merchandise contest, a chef cooking biryani with Bira, a highlight from one of their parties, or a clip of friends sipping on Bira while watching a cricket match. 

Now that you know these 7 secrets, you can build your own Online Brand Profile and grow your audience quickly. Follow the blog for more such tips and suggest any other brands that we should review to help you grow.