By Jude Obuseh
Everything is judged by its appearance; what is unseen counts for nothing. Stand out! – Anonymous
The problem with most businesses is that they don’t have faces of their own. Nothing distinguishes them from other businesses. A business without a face of its own is seriously limited in its drive for success. Your business can grow faster if it has a distinguishing feature(s). This is where branding plays a very significant role in the growth of a business.
A brand is simply your promise to your customer. It tells them what they can expect from your products or services. According to Allen Adamson in his classic, Success Digest, a brand “is the mental pictures that get stirred up when you think about or hear about a particular car, beverage, TV network, organization, events or even a country”.
Brands stand out from the crowd; It is exquisite, unique. Brands can also be established through the creation and operation of a fluid, pro-active, aggressive, target-driven and sustained service delivery mechanism. The importance of branding is underscored by the several billions spent annually by giant multi-nationals yearly to strengthen their brands.
Just like large corporations, small businesses can also build and strengthen their brands. You can transform your products and services into genuine brands using the following strategies:
- Identify your unique selling points (USPs)
- Create a connection between your product and the customers who use it
- Create a name, logo and slogan for your brand; staying consistent with your brand; or
- Enjoy the cheap and easy approach.
Your businesses’ USP is what distinguishes it from other companies producing similar products. What distinguishes Nike from Adidas, Puma, Admiral and other sportswear manufacturers? Why do people drink more Coca Cola products than others? You must search for answers to these plethora of questions to identify your USP. Also, ensure you live up to your claims and deliver on your promises.
Again, your products and services must be targeted at a particular market; they must connect with a particular audience. This can be done by “Identifying a select group of people and targeting them as your customers. Find out the prospects of this niche in the market and discover its challenges. Determine what you can do to serve them as a group and as individuals. Targeting a specific industry or trade union is a start.
But do not expect immediate results. Offer them your service, make them your fans and soon they will be your loyal customers. This is where detailed research becomes very expedient.
What is your target market? Without appropriately targeting your products and services at a particular market, you are not likely to command large patronage and subsequent loyalty from your customers (Read The Main Key To Business Success ).
On the other hand, you must create a name, logo and slogan for the brand which must be catchy and evergreen to create the desired effect(s). Your business name should conjure up your brand’s image whenever it is mentioned. In like manner, your slogan, which is the face of your business, should have photographic effects on prospective customers. Brands like Adidas, Coca-Cola, MTN, GLO et al, have such effects on the public.
Again, don’t constantly alter the distinguishing features of your brand. There must be some consistency. You can’t afford to have three different names, logos and slogans within two years. It just doesn’t make sense. Maintain some level of consistency.
Of course, you can make strategic changes in product quality, marketing, administration, advertisement, etc. But, never touch the face of your business.
Remember, your business must have a face to keep and increase its clientele.
Keep a positive outlook as the world continues to grapple with the COVID-19 pandemic. I’ll keep you posted!
*** Jude Obuseh is a Nigerian-based Peace Researcher, Journalist, Publisher, Life Coach and Entrepreneur. He can be reached on: Tel – +2348168580211 or via E-mail at firstname.lastname@example.org
*** You can also read up the following posts by Jude Obuseh on this platform:
- Building Synergy For Business Success
- How To Gain A Competitive Edge Over Your Business Rivals
- How To Win And Maintain The Loyalty Of Your Customers
- The Ultimate Law Of Business Success
- The Main Key To Business Success
- 5 Tips On Staying Informed, while Working In Isolation Or Quarantine
- Five Strategies For Financial Solvency During A Pandemic