Branding your Business for Success

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Branding your Business for Success

• By Cosma Gatere

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Would you Buy?

• A Libyan watch?
• Japanese coffee?
• A Kenyan car?

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Your answer in all these cases is very probably
NO Reason? NO REPUTATION Reputation is the
Soul of a Brand
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Whats in a name?

• Brands are a shorthand for the values, ethos,
  personality and character of the subject.
• Anything can be branded That subject could be
  anything a place, a building, a business, a
  country, a product, or a person
• Branding is the marketing discipline

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Whats the Difference?

• A product
• A commodity
• A brand

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Marketing Means Business

• The job of marketing is to sell more stuff, more
  often, to more people for more money.
• Sergio Zyman

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What is branding?

• Branding is the marketing discipline most
  well-suited to solidifying a solid and consistent
  image in the minds of customers.
• Branding, as it is known in marketing place,
  might best be defined as the soft sell, and it
  works only through repetition.

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Brand Building Blocks

• Recognition
• Relationship
• Reward

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What does a brand give you?

• Recognition
• Identity
• Comfort
• Extendability
• Longevity
• Resilience
• More profits

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Modern value is in brands

• 74 of the value of the New York Stock Exchange
  and 72 of that of the London Stock Exchange is
  in brands, management know-how and patents
• True value is no longer in bricks and mortar

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Your most valuable asset

• How do you read your balance sheet?
• Whats the difference between value and
  valuation?
• Story of the two KBLs

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The secret to brand building

• The Hand
• The Head
• The Heart

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Are brands born or made?

• Enduring brands arent born, they are made, and
  they can outlive you
• What strong local brands do we have in Kenya
  across various categories?

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7. STEPS TO BUILDING SUCCESSFUL BRANDS
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1. ESTABLISH PERVASIVE PRESENCE
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2. INCREASE REAL USAGE Avoid virtual consumption
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3. DIFFERENTIATE Be different or be damned
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4. REMEMBER EVERYTHING COMMUNICATES
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5. ANSWER THE QUESTION, SO WHAT?
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6. FOCUS Not everyone is your customer
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7. BUILD CREDIBILITY Establish a track record of
kept promises
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SOME PRACTICAL TIPS
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Low Cost Promotional Mix

• Alliances partnerships, co-operative branding
• Bartering especially with media or other entity
  wh needs your services
• Corporate Identity logo, strapline or slogan,
  key messages, uniforms and branded t-shirts,
  company culture, delivery vans
• Corporate literature folders, business cards,
  leaflets, printed newsletters, bumper stickers,
  SUV/4X4 wheel covers

• Customer endorsement testimonials, customer
  references, loyalty programmes
• Direct mail electronically and in print
• Distribution lists build these intentionally
• Email branded email, email marketing,
  e-newsletters
• Eventstraining, workshops, sponsorships,
  exhibitions
• Internet marketingreciprocal links, search
  engines, meta tags, website, home page re-design

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Low Cost Promotional Mix

• Merchandise branded mugs, mouse pads,
  paperweights
• Networking in professional and trade
  associations
• PRarticles, columns, photo captions, news
  stories, radio interviews, spokespersons, press
  releases, charity support, client lunches and fun
  days
• Sales promotion competitions, discount coupons,
  free initial consultation, samples, special
  offers and incentives

• Selling cross-selling, branded presentations,
  cold-calling,
• Telemarketing on hold telephone messaging,
  telephone selling, telephone manner culture,
  delivery vans
• Word of mouth referrals

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Thank You