Branding is one of the most important aspects of any business, large or small, retail or B2B and implementing measures to turn your business into an authentic brand in Kenya gives you a competitive edge. An effective brand strategy gives you an upper hand in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small and big businesses alike?
Branding, simply put, is the promise you make to your customers. A cleaner definition by Author Dan Schawbel in his book, Me 2.0: 4 Steps to Building Your Future further explains that personal branding is composed of values, a mission, and a positioning statement that depict what you do and who your audience is.
On a broader business perspective, branding tells them what they (customers) can expect from your products and services, and it differentiates your offering from your competitors.
When reviewing your brand strategy, some of the questions you need to ask include; Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You.You cant be both and who you are should be based to some extent on who your target customers want and need you to be.
From Hubspot’s definition, a brand strategy is a plan that is made of specific, long-term goals that can be attained with the evolution of a successful brand. In other words, the components of your company’s character that make it identifiable.
A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.
Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company’s products or services that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Coke vs. a generic soda. Because Coca-Cola has built a powerful brand equity, it can charge more for its product–and customers will pay that higher price.
The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it’s not just the shoe’s features that sell the shoe.
Defining your brand
Defining your brand is like a journey of business self-discovery and may take time depending on how well you answer some key questions :
- What is your company’s mission?
- What are the benefits and features of your products or services?
- What do your customers and prospects already think of your company?
- What qualities do you want them to associate with your company?
Because defining your brand and developing a brand strategy can be complex, consider leveraging the guidance of branding experts in Kenya
Once you have defined your brand,you can implement the following 8 ways to turn your business into a brand in Kenya
Design a great logo
A great logo grabs attention, makes a strong first impression, is the foundation of your brand identity, is memorable, separates you from competition, fosters brand loyalty, and is expected by your audience.
Outline your brand message
What are the key messages you want to communicate about your brand? According to feedough, your brand message is the message communicated to your target audience through your products and your verbal and non-verbal communication messages that describe what you do and how you’re different from others.
Integrate your brand in your processes
Branding extends to every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything. This helps to align the communication which you channel to consumers
Create a ‘voice’ that reflects your brand
Is your brand friendly? Be conversational. Is it ritzy? Be more formal. According to the Nielsen Norman Group, voice can have a huge impact on how much consumers trust or care about a brand. And that matters, because customers are far more likely to spend money with a reliable brand than an unreliable one.
Develop a tagline
Write a memorable, meaningful and concise statement that captures the essence of your brand. A tagline is a marketing tool. It is externally facing and is traditionally accompanied by an awareness campaign. The best taglines are catchy and meaningful and they speak to the benefit of the brand as it applies to the customer.
Design templates /brand standards for marketing material
Use the same color scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent.
Be true to your brand
being true to your brand entails delivering your brand promise to your customers. If there is an inconsistency on the delivery, customers will not return or refer someone else to you.
Customers know immediately when there is a disconnect between what you have promised and what they receive. To be successful, businesses need to be consistent, offering their customers the same values, honesty, and end product each and every time.
There’s no denying that it can feel daunting to establish your brand’s voice in a world that already seems saturated with a lot of noise. But, it’s not all about volume. Use the tips above as a base to build a voice that resonates with your audience, and reap the benefits of better brand recognition and a better bottom line.
You can also check out our article on top design trends in kenya