Branding secrets as important as they maybe are nothing too big for small businesses. Branding is a very key tool for business success. Branding is as big as you can imagine. One of the main pillars of marketing is branding. Branding simple means ‘’creating an impression or making a statement in the hearts of the consumers. According to the business dictionary; Branding is a process that involves creating a unique name and image for a product in the minds of consumers, mainly through advertising campaigns with a consistent theme.
Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. It could also be a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eye o the customer. Looking at the history of most of the successful companies in the world and in Nigeria, most of their efforts were put into building a brand. If I could give the simplest definition, I would say “Branding is the business in the heart of a consumer”. Branding gives a business a face and identity.
SOME OF THE BRANDING SECRETS FOR NIGERIAN BUSINESSES
Hope you know it is a secret so you don’t have to share. Well some of the branding secrets are listed below:
1. YOUR BRAND MOST ALIGN WITH YOUR CORE VALUES
: This is where some businesses miss the point. You can’t create a brand out of the moon, whatever your brand is must be in synchronization with you core business ideology and values. If your core ideology or value is “excellent service delivery then your brand should portray such. Simply put, your brand must put out what your company stands for.
2. DON’T BE A BRAND DUPLICATE
: Often times we make the mistake of copying successful companies or industry icons that have set a positive benchmark for whatever business they are into. Well it is not a bad idea to emulate, but copying limits your chances of uniqueness and standing out. If you most build an outstanding brand, then you must be prepared to stand out amongst your competitors. Copying won’t make you any different from your rivals especially in the eyes of your intended customers. STAND OUT!!
Read also: 7 brand ideas that will help yield profit
3. HAVE A CLEAR VISION
: Planning on what your brand would be like is as good as planning for the entire business because you are literally building a face for your company and as such, you must have a clear picture of what you actually want. The vision will give you a path and road map towards achieving that set goal. The vision must also be broken down into strategies and workable plans.
4. KEEP BRANDING SIMPLE
: Businesses make the mistake of making their brands complicated all in the name of giving it a touch of class. Sometimes keeping it simple is the way to go. Customers should not have issues identifying your brand. Most times your brand is beyond your logo or image, it is the attitude and culture the brand carries. Just do well to keep it simple but unique.
5. BE CONSISTENT AND RESILIENT
: Staying true to what your brand portrays is another way to go. You have to stick to the script. Also you must learn to prove yourself under immense pressure. Being able to bounce back after tough challenges makes the brand more imprinted in the hearts of the customers especially the loyal once. Sometimes it takes double your effort to bring back an extinct brand, but in the end it is always worth it.
6. INVOLVE AND INSPIRE YOUR PEOPLE
: The brand is not just the logo, image, or the product, the brand also involves the people. When we talk about corporate culture, it is personality branding. You have to continually inspire your people, get them fully involved. Make them know that beyond the product, how employees treat customer is a key part of a company’s branding policy. In the service industry where there is no product involved, the people become the brand portrait. So giving them that feel that the organizational success is dependent on their actions and disposition, will make them want to prove their worth and put in their best.
7. GET AN OUTSIDE VIEW OR FEEDBACK
: When we think we are make waves. It is also good to sit back and find out what the outside world think about your brand. You might be overwhelmed by the feedback response. The customers and other stakeholders including competitors view should be put in perspective. Having an outside view gives you a better feel of others perceptions and views about your brand. You get to know where to improve and better ways to handle your brand.
8. GET HIGHLY CREATIVE
: About the visual part of your brand, you have to be as creative as possible, your insignias, logos, images and pictures should have a touch of perfection and professionalism. Your team or designers should have the needed skills to put out a brand that will be uniquely different and also stand out. Creativity and innovation should be the goal.
Let’s understand that branding is part of the corporate values and should be carried on as such. It should go beyond the visuals; it should be a culture that should be lived. And staying true to what your brand stands for should be the goal too.