Tag Archives: Branding

How to build a Brand – BRND 102

Posted on by Standard Reply

 

Having dealt with personal branding just a week ago, this episode will bring to light 5 Ideal steps to building a brand (BRND 102). It will provide a step by step and a proven approach to guide and direct whoever is willing and determined to build a successful brand. One key factor in branding is that, even if you are selling a product/service, the one selling is not separated from whatever she/he sells–You can’t simply alienate the seller from the product. For these strategic reasons, the following points are worthy of consideration in the process of building a brand.

Firstly, there is the need to identity strengths and weaknesses. This is at most the best opportunity to exploit if you are to break into any competitive field and succeed. Identifying your strengths and weaknesses helps you to know the methods to employ to improve upon yourself and also the areas that must be improved. In building a brand, it is very keen to know who you really are and be definitive as possible because unless you are inventing something, there certainly would exist prototypes of what ever service you are going to offer.

Also, know your product. Apart from identifying your industrial strengths and weaknesses, it now dons on you to label what ever product you are selling. By so doing, you get the exact description, value and worth of your product or service which would be presentable in the eyes of your clients or who ever may be in need of your service. If you know your product/service very well, you will know how exactly you can sell to even the ‘hardcore’ client with little of no  bargains.

Thirdly, you must know who your competitors are.
This is the most important part and the very reason for which branding is a necessity. Whatever service you are offering, believe it or not, you are not going to operate in isolation. Even if you operate as a monopolist in your field, for how long would you continue to build a great wall to bar competitors? Knowing your competitors as well as their, customers and the products/service they offer will not only make you a spies but will also provide you with options to act either in accordance with or contrary to the principles and strategies your competitors are operating. This must be done to capitalize on both strengths and weaknesses of your competitors and to be able to situate your brand and to stay at par if not above your competitors.

In addition, you must “Dare” to be different. What is the essence of identifying your strengths and weaknesses, knowing your product/service and finally knowing your competitors if not for the quest to be different? The first 3 points will quickly reveal the features and characteristics of ‘ the seller (yourself)’ , the product and the environment in which one operates. The trio , well harnessed will be an incredible tool to penetrate a highly competitive market. At this stage , you are well versed with the basic information and the only tool available to employ is a tool to be different. Be different in appearance, human/customer relations and product delivery as well as other competitive advantages you may have identified during the process of identifying yourself, product and competitors.
 

Finally, embrace changing trends.
Throughout the history of man, change and progress are best explained as ubiquitous. Therefore a 21st century man that fails to see change and embrace it is better off living in the prehistoric era. Changes and alterations in the conventional principles of doing business are being spearheaded by technology which is changing virtually everything changeable and even at a pace faster than Michael Jackson changed the shape of his nose. There is the need to plan and prepare adequately to embrace the changes brought forth by technology and other agents of change so that in the event that type-writers become less relevant, you will comfortably migrate and adopt to the current trend.

To a very substantial extent, I believe these points will equip one with the necessary skills to be in business and also survive in a very competitive environment. There may be other subsidiary points such as knowing your ‘target market’ (buyers). However, I considered this point subsidiary to the aforementioned 5 because, in the process of knowing your competitors, you are more likely to come into contact with their buyers and you study them as well.

What’s next after building a brand for yourself? Sustainability! Your guess is as good as mine. Hopefully, I will come your way another time with the final episode which will emphasize on ‘How to sustain a brand’ (BRND 103)

Until then, you can leave a comment or provide suggestions right under this post.
THANKS FOR READING…

Personal Branding – BRND 101

Posted on by Standard 1

I was fascinated to have come across a satiric question challenging one of Henry Wadsworth Longfellow’sfavorite quotes “The heights by great men reached and kept were not attained by sudden flight, but they, while their companions slept, were toiling upward in the night.”

The satiric question was ‘ why do people choose to toil at night while they can perform the same task during the day?

Branding has been resonating in my eardrum since my exposure to that question and I think this piece will answer why Henry Wadsworth Longfellow and others who believe in that timeless quote would continue to toil at night whilst our companions sleep.

What at all is Branding and why it is becoming increasingly pertinent to build oneself a brand in our days? Well, maybe you may not be as branded as Toyota or as the lyrical entertainer – Sarkodie is in modern times but if you ever dream of setting yourself apart and on top of your game, then branding is a prerequisite. Red, blue, green, gray , black and white are collectively called ‘colours’ but branding is what makes them easily to be identified individually.

Personal branding is the gateway to staying atop of your field and be as definite as possible in your group.
What you do and say across time, becomes who you are and by definition, becomes a brand in the eyes of the people around you.

Branding is necessary because we are all ordinary until someone does the very thing we all do in a different (extra-ordinary) way to command a higher prize/price, patronage, acceptance and recognition.

Before the dominance of the social media titan – Facebook, there were several medium for communication and social interactions but these platforms did not kill the zeal of Mark Elliot Zuckerberg to make a difference – which really has paid off.

A personal brand is the real and distinctive feature of oneself and what one does. It’s what comes to mind when your name/company/field is zoomed. Space exploration has long been linked with Neil Armstrong not only because he was among those who have been to space before but also , and most importantly, for breaking the jinx of being confined to earth and leaving a mark elsewhere in outer space. In the “Biography of Neil Armstrong”, NASA TV in August 2012 reported ‘Armstrong gained the distinction of being the first man to land a craft on the moon and first to step on its surface.’ This is an affirmation of an identity he created for himself before his departure and for which he would forever be remembered for.

Branding is the distinction between two or more players in the same industry and notably with branding, you do the same thing in a different way.

There is less doubt about the fact that the compelling nature of the 21st century business requires one to be competitive lest be kicked out of the game. To be competitive is to understand the volatile nature of modern day interactions and as well accept that, the changing phase of modern times requires one to build a unique brand that could make them standout and be recognized. If you are a student, musician, writer, Lecturer or whatever your status maybe, try to be different, innovative and creative to capitalize on originality and pride yourself with the leading name in your field.

Now on the question which instigated this piece, it’s only in the womb where others spend more or less time than others but once on earth, 24 hours is a day for everyone — we all have equal opportunities in terms of day and night but what makes us different is that hurdle we overcome to go the extra mile. For instance, when we need to prepare for four hours in a day, those like Henry Wadsworth will do the (ordinary) 4 hours that everyone does in a day and do an additional (extra) hours in the night all alone. In the end, he is more likely to become skillful and efficient at what he prepared for. He has branded himself to do the ordinary things in the extraordinary way.

To excel is to be different and when everyone is standing, you can stand out. Indeed branding can be very expensive looking at the sacrifices involved but the long run implication is that, branding pays the cost in excess of higher returns, profits, recognition and above all, a branded name.

Hope I’ve been able to expose the hidden motive on why people choose to go the extra mile and do the ordinary thing the extraordinary way. Embracing yourself with the various features in your field that only a hand full of people can have put you on a higher pedestal. It’s time to build a brand and it’s time to set yourself apart.

In the preceding episode, we will walk thoroughly through the 5 most proven ways to building a successful brand.

Until then , watchout!