A BRAND IS A LOGO: THAT IS WHAT YOU SAY
A BRAND IS A LOGO: THAT IS WHAT YOU SAY
Monday, 05 March 2007 08:13
You have definitely heard about ‘branding’ as a word or concept being tossed about within marketing or advertising circles by professionals in these fields. But those who define branding as having a logo could just be right if what goes around within the local scene in the name of branding is anything to go by argues Kenneth Owino.
“Image is a reality. It is the result of our actions. If the image is false and our performance is good, it is our fault for being bad communicators. If the image is true and reflects our bad performance, it is our fault for being bad managers. Unless we know our image we can neither communicate nor manage”. David Bernstein. What is branding? I can bet that the answer I will get from about 90 per cent of the respondents will go something like; “branding is having your logo on your products and offices”. Your image as a company must be very clear in the minds of your potential customers.
The question is, how can you bring that desired image into focus? Don’t be fooled. Defining, developing and maintaining brand identity is the key. You have definitely heard about ‘branding’ as a word or concept being tossed about within marketing or advertising circles by professionals in these fields. But those who define branding as having a logo could just be right if what goes around within the local scene in the name of branding is anything to go by. I am not being overly rude here but truth be said, that what is being referred to as branding in the local scene, to me can be best described as logo development or corporate identity. Branding certainly goes deeper than that. Logo and corporate identity are just pieces of the puzzle that is branding.
When companies set about a branding programme with development of a logo or corporate identity, then they are most certainly trying to cross their bridges before they reach them. It will take you a miracle to succeed. Talk about putting the cart before the horse. What then is brand image? A brand image precisely is the picture that appears in the minds of your target audience when they see, hear or think about you, your products or services. In a nutshell, your logo and all that print that goes with it, becomes the symbols representing all that you stand for. That is why I can very rightly guess what goes on in your mind when I mention Coca Cola. Simple. A consistent brand image.
It is important to stress at this point that branding is not a preserve of blue chips. A branding program is very much crucial to a small company as it is to a blue chip listed on the bourse. The challenge however, to small businesses is building their brands without the massive resources of the bluest of the blue. How then do you go about developing an effective brand image? This is how to go about the ‘murky’ waters of branding.
Step 1: Define your desired brand image.
What is the picture you want your target market to develop in their minds when they see, hear or think about you, your organization or products and services?
If you can see the image clearly, then you are able to transfer the same to your potential customers. Be clear about the following: ·
What do you stand for? ·
What are you passionate about? ·
How different are you from your competition? ·
What are your strengths? ·
Your specialty? ·
Your values? ·
What do your clients value about what you provide? ·
What you are trying to accomplish? ·
What problems do help your clients solve? ·
What you want to be known for? ·
Any peculiarity that you can incorporate into your brand image?
Step 2: Develop your logo Don’t start developing your logo when you don’t have a clear picture in your mind what you want your target clients to have of you. For instance, if you want to help people to organize their lives and what you have is a cluttered business card, close shop.
Step 3: Begin communicating your brand identity to your target market. Everything you say and do from simple things like how you answer the phone should reinforce the brand image you want to develop. Be creative.
Step 4: Maintain your brand identity. Bear in mind that the point you get bored with your look, your target market is just beginning to recognize and identify with it. Constancy is very critical in creating a brand image. Resist the lure to make major changes on how you look. Did you know that Coca Cola have updated its look many times but the basic elements have remained consistent over the years! Remember consistency creates credibility.
Now you know that every time your market hears, see or think about you, the image must be crisp. This e-mail address is being protected from spambots. You need JavaScript enabled to view it
