A brand is a type of product manufactured by a company under a particular name. The process of branding encompasses the establishment of the names, color schemes, value and everything pertaining to the way the organization must be viewed by the outside world. It is important to establish and bring awareness to the market about your brand name. You can have a good product but how you brand and package it matters. It determines whether people will even get close to taking a chance with what you offer. Changing a logo is not the epitome of branding. It encompasses the way business is done, culture, ambiance, service delivery and so forth. What people say about your brand is more important than any other reputation your business will ever seek. Brand prominence will lead customers to buy your product without even thinking in detail.
A good brand name is what people want to create an association with. No one wants to associate with inferiority.
A brand must be strong and able to withstand the pressure from competition. While you are busy re-branding your company, there is competition doing the same. Resilience is when your brand withstands the pressure exerted by others. As leadership you must be able to stand even when it seems your brand is taking time to gain momentum.
A brand must be promoted – The whole process of introducing the brand to the market may take a bit of time. The brand must be advertised and promoted in order for the customers to identify with it. During the promotional stages of the brand, it may be wise to have promotional pricing. As soon as people get the new branded products and they are happy with it then you are assured of repeat business and increased brand awareness.
Avoid copying others in your branding – Your brand must be distinct. It must stand out from others. There is a tendency for people to want to use color schemes of winning brands. It makes the products look like imitations. However some people argue that this helps the less popular product get sales as it is cheaper and yet has a label almost similar to the more prominent product. Customers sometimes put an emphasis on how many products they can get with the same dollar hence the product next to the popular brand becomes the option. I still argue that originality takes the trophy. Be original and distinct.
A brand must be supported by a change in attitude and work ethic – It is no use just changing the logo and dress codes of a company without revisiting values that go with the brand. Just changing uniforms without total upgrade on service delivery leaves the company in the usual position.
Simple is better – It is good to have a logo or brand which is not cluttered. The simpler the logo the better to remember. Sometimes you can see a red square in other parts of the world and you automatically know that this is an Edgars fashion house. Simple and to the point.
Be loyal to your brand – You can not promote your brand while in reality you are using something else. When people realize such double standards they will never take your brand seriously. You cant assemble one type of car and the CEO of the organization drives a competitor’s car. Be loyal to what you are promoting; your brand takes precedence.
Rabison Shumba is a young African entrepreneur who has interests in Information and Communication Technology, Agriculture and Mining. He is also a motivational speaker, trainer and author. His book, The Greatness Manual and various online articles are tools for personal and professional development. Together with 100 other Career Experts, Rabison co-authored the 101 Great Ways to Enhance your Career. Rabison has a personal vision of impacting the lives of children in marginalized communities by creating platforms for career counsel and guidance, information empowerment and capacity building through the Greatness Factory Trust, where he currently holds the position of Chairman of the Board of Trustees and Acting Executive Director. He is actively involved in the organization of career enhancement and guidance colloquiums to propel and inspire both young and mature professionals to greatness. His areas of expertise include strategy, leadership, personal and professional development. Rabison is married to Jackie, and they have two daughters. They reside in Harare, Zimbabwe.