Business Leadership and Business Branding
Branding which has existed for a lengthy period has always been known for one thing, which is to show ownership. However, some view branding as just having logos and colours to spice up the look of their products or services. Although it isn’t rocket science, branding is a whole lot more than that.
Branding is a marketing strategy in which an individual or business develops a distinctive name, symbol or design for their products or services that are effortlessly identifiable as theirs. It is giving a good and understandable identity to your brand.
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 understand what business leadership and branding is all about. He defines brand leadership as “the ability to cast a solid vision for a business, accurately define its current realities and then inspire others to journey with you into that future you see”.
For one to lead a business, you must have laid down goals and visions you strive to attain. Because if not, how then did you come up with ideas for your business? why is there a business? A business can’t stand without a vision, How will one work with you into a future you can’t even see?
Brand building is expensive yet essential because a strong brand is an important, strategic and monetary indicator of the wellbeing of any business. Although it could take years for any business or organisation to build a strong brand identity and strategy to beat opponents. The key is in being consistent and innovative.
Features that aid business leadership
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.
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.
Be consistent in your line of work and everything you accomplish as a brand. Put out contents and ads for your brand diligently. It generates familiarity which can turn to loyalty and could one day lead to referrals.
Advantages of branding and marketing to businesses
Simeon infers that when a brand is well marketed, it has an advantage of influencing customers judgments and views of how a product should be. He said, ” the advantage is that a business with an intentional and nurtured brand can influence peoples perceptions and predictions”.
For example, Because of Apple’s well developed and quality iPhones, most people, both customers and non-customers tend to compare the different phone brands and specs to that of an iPhone. Why? Not because they are the best or the cheapest phone brand out there, but Because they’ve constantly marketed their brand. It’s suddenly more preferred.
You want your products to be a leading brand in the business world? , intentionally market and nurture it.
Brand identity can’t function without proper and persistent brand communication. For customers to easily identify your brand and be familiar with it you act through working communication strategies such as advertisement and sales promotions.
When your products have a distinctiveness to it and you communicate your brand persistently, it’ll become well known and easily identified. Eg; “Nike ‘just do it'”, ” MTN ‘everywhere you go'”, etc.
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 promising from 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, it should go beyond that. He said,” when trust and recognition are built, customers become loyalist and happy evangelists of such a business”. Meaning this could lead to endless referrals.
There is no business without a brand, there are just those who intentionally position and nurture their brands and then 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