Know-How Exchange : Branding

The population of Bihar is 119.2 million people spread out over an area of the better part of 37,000 square miles.

Until you can locate, source, secure, stock, store, distribute and re-source rice in sufficient quantity and with sufficient regularity to avoid shortages and to maintain quantity and quality you don't have a brand name. You have a logistical nightmare.

Isn't rice a commodity, rather than a product? This makes the challenge of positioning it as a tangible good in the marketplace difficult. From this I'd say you need to first focus on securing a supply and getting the collection, storage, spoilage, and transportation side of things resolved before you fret about brands and tag lines. Brand names don't brand: names name. A brand is what you stand for and the lasting memory and impression you create. A brand is an outcome, not a moniker.

What do you know about your target audience? How/when do they buy rice? What factors do they consider when purchasing? Why might they actually prefer your product over that of competitors?

Where will they purchase your product? How frequently? How will they learn about your product? What are they using now? Why should they change?

And why the big rush for a name and tagline all of the sudden? You're going to have the name/tagline for quite a while (we hope). Don't sacrifice a strong, positive image for years to come just because you are in a hurry right now.