Creating a Successful Brand

 

Branding is the process of creating a distinctive image and character for an individual or organization/and or its products and services

As individuals and organizations, it is important for us to be identified for/with something in order to make an impact in a world that change on a daily basis. We have possibly seen major brands (organizations and individuals) that have evolved and thrived for decades or even centuries.

We would begin our discussion with a look at what branding is by saying what it is not.

Branding is not:

1.      Making false claims about your goods and services

2.      Unscrupulous marketing

3.      Running the competition out of business by underhand means

4.      Spreading tales about your competition in order to lure their market to use your product (goods or services).

 

So, what is branding?  

Branding has been a part of our society from time immemorial. Ranch owners put their ranch brand on livestock in order to distinguish them from livestock from other ranches. We have our individual names to distinguish us from Person B or from Family X.

Even the elements, planets, stars, water bodies, continents and races have identifying names and attributes. In essence, branding means possessing a distinguishing characteristic(s), that sets you apart from the remainder of the ecosystem.

Let’s see a couple of definitions of branding.

The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products. - MarketingMagazine.co.uk

 

 The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products- Entrepreneur.com

The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme.- Businessdictionary.com

The above definitions give an insight to what branding is, so how do you move your image (individual/organizational), from being a mediocre product to being a brand.

 Being a brand isn’t basically hinged on your advertising revenue or the quality of your goods and services. These are a part of the process, but work in concert with other factors.

The pie chart below illustrates the function and importance of each technique employed in the branding process.

Pie chart illustrating branding techniques

The above-mentioned techniques, if applied efficiently and consistently would hit a gold mine. If you noticed, publicity had the lion’s share of the chart. This is because publicity/promotion is top dollar in the business environment. If you can build a better mouse trap and tell no one about it, then no one would be beating a path to your door. You have to let the world know what you’re doing and how well you do what you’re doing. That’s where your advertising campaigns, public relations activities, press releases and conferences come into play. Every opportunity to tell about your business is a great opportunity and must be seized with both hands.

While you’re sweating the purse running media campaigns and all, if your services are crap, you’re only advertising how crappy you are. So you must ensure that your good or service is good enough to be talked about. Grooming your staff to delivery effective service can make or mar all your branding efforts. How enthusiastic are your workforce? Do they see what vision you have for the product? Do they feel that their contributions make any impact on the public perception and their individual lives?

Let’s also not forget the importance of research and maintaining relationships. As an individual or organization on the climb to Mount Success, relationships are very important and would to a large extent determine our success rate. What relationships must you court and cultivate? How do you build and maintain relationships and how do you win back a major relationship? These are key areas you must look at on your pathway to evolving from PRODUCT – BRAND.

N: B- If you would like to have a one-on-one consultation with an Image Consultant from the stables of June 22 Consulting, then send an email to talk2vickieo@yahoo.com. We are currently offering free consulting services to clients from August – November. Don’t miss this rare opportunity to rebrand yourself and organization. Let the journey begin!!!