Branding Part Two: Creating a Brand by Musekiwa Samuriwo

Creating a Brand

There are some key factors necessary when creating a brand

You must have:

1.       A name – branding is about marking or putting a name to something.

2.       A vision and relevant strategy – a business must be built on vision and strategic thought

3.       Objectives – the brand is always influenced by timelines and clear actionable intentions.

4.       A product – ideas are tantamount but ultimately they must take the shape of a product or service  

5.       A plan – ultimately it is important to have a clear plan of action

As the above factors take shape a business will have a specific perspective that can be visually and orally communicated to customers. 

Company literature and graphics must then reflect the emergent values. 

Test your powers of observation again

Can you see the white arrow in the FEDEX logo?

 If the answer is no, look again if yes well done.

Creating a brand implies that people you work with believe, understand and communicate the values a business engenders. Furthermore, all the structures in a business including support systems, processes and procedures reflector should reflect brand values.

What’s in a name and tagline?

Something that suits your existing and potential customers’ perceptions of you. 

·        Names have the power to build associations - When establishing and communicating a name it must attempt to meet your customers expectations.

·         Names refers to you and your customer the same way. Importantly; internal and external interpretations of a name must match. 

·         Names that do not clash with your values - Values refer to principles and standards of behavior. It is important that your name doesn’t go against the values you engender in your business.  

·    Tagline is based on you core competencies -  The tagline or promise is an important aspect of your brand as it captures what you do in one phrase, one set of words or one sentence. 

    When Sony says they 'Make Believe', is it something they can deliver? (from a competence perspective.)

Keys to developing a name

•       Awareness - who needs to see it?

•       Association - what must they connect to the brand?

•       Logos and symbols – what symbols are appropriate?

•       Characters – which characters connect with you customers?

•       Slogans (Hook) – what is the catch?

•       Packaging - how does your product look?

•       Pricing – how much is it worth?

•       Distribution – where can it be found?

•       Quality – does it meet or satisfy expectations?

•       Benefits - what does someone get out of it?

•       Share of Market - what is your share of the market?

This is some food for thought to set you off on the right path in creating your brand.

Others in this series: Branding - An introduction by Musekiwa Samuriwo