Business Leadership and Business Branding


Business Leadership and Business Branding

Branding, which has existed for a long time, has always been known for one thing – to show ownership. Although, some view it as just having a beautiful logo to slap around on social media and nice colours to spice up the look of their business, branding is a whole lot more than that.
Branding is a marketing strategy in which an individual or business develops a distinctive name, symbol and attributes which are effortlessly identifiable as theirs.
In a bid to aid uniform understanding, we’ll be employing reference lessons from a business and brand strategist, ‘Simeon Taiwo‘, founder of Clarylife Global, who recently shared his views on Tribune Newspaper on the matters of Branding & Business Leadership.

Every organization's brand is defined by the leader

Simeon recommends that every serious business leader should take branding as a leadership exercise. He defines business leadership as “the ability to cast a solid vision for a business, accurately define its current realities and then inspire others to follow you into that future you see”.
For one to lead a business, you must have a vision you’re striving to actualize. Every organization thrives on the vision of its leaders. It’s the vision that gives direction to the organization and as a matter of fact, every unit of the organization must play a role in that over-arching vision.
Brand building is a leadership exercise of defining how you seek to be perceived and communicating that perception in a way that a specific audience group can resonate with. This is why branding doesn’t end after the logo, colour palette, social media template and website have been created. It’s a progressive exercise.

Attributes of a successful brand leadership

1) Authenticity

How credible are you? People need to know how truthful you are to your market. Are you one to say your products are fully made with organic materials but end up sneakily adding one or two chemicals as preservatives? The bottom line is, be authentic and honest.

People are tired of brands wearing masks! They want to see through you as a human being with flesh and blood, who has a genuine story to tell. They don’t just want to impressed; they want to be touched and inspired. Can you give them that authenticity?

2) Uniqueness

What unique problem can you solve? Simeon helps us realize that products or services gain more attention when it solves a unique problem.

For example, Paystack solves the problem of helping thousands of companies find a payment method, Facebook solves the problem of connecting billions of people around the world, etc.

3) Consistency

Be consistent in your line of work and everything you accomplish as a brand. You show up consistently to stay top-of-the-mind. And also, you stay consistent in the delivery of your promise. It’s your consistency in standards and values that leads to trust and reputation.

The hallmark of having a successful brand is when you start having similar keywords being used by customers/clients to describe you as a brand. This doesn’t happen accidentally or by chance. It’s a track-record of standards and specific attributes over time.

Advantages of branding to businesses

Simeon infers that when a business is well branded, it has an advantage of influencing customers’ perception about its product/services in terms of quality and premium. He said, “the advantage is that a business with an intentional and well-nurtured brand can influence people’s perceptions and by so doing, predict tractions”.

Customer relationship and businesses

People will only patronise brands they recognize and trust. So, when your brand has a decent customer recognition, it means your customers have affixed a level of excellence to your brand. And they recognize your product or services as more promising than any other.
Simeon helps us understand that we must build trust and prestige with our customers. It shouldn’t just end as a transactional relationship, but also go beyond that. He said, “when trust and recognition are built, customers become loyalist and happy evangelists of such a business”.
There is no business without a brand, there are just those who intentionally position and nurture their brands and those who don’t. He also added that businesses with an intentional and well-nurtured brand can influence people’s perceptions the way they want it and also predict their traction as a result.
Article written by Runi Ohimai

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