Tuesday, 14 June 2016

Make the Effort to Build a Credible Brand

By Cristiane Namiuti

Building a credible brand takes a lot of time and effort. While large multinationals like Apple and Nike seem to make it easy, they’ve invested significantly into building brands that people can identify with easily. As a business manager, building to that type of level is a worthy goal, but you have to know that it’s all about making the right moves. As someone looking to establish a strong brand, consider the following aspects.

What’s unique about you?
In a competitive marketplace, you will be constantly battling other businesses for the market’s attention. Some brands have found ways to set themselves apart from the competition. Many other brands, however, have resorted to copycat techniques to survive.
Recognizing what makes you unique is important if you want to remain distinct from the competition. Figure out what it is about your product/service that’s different from the rest, what sets you apart.

What kind of message do you convey?
Unknowingly, many brands engage in “strings attached” kind of messaging. Messages to the tune of “I’m the best in the market, buy from me only,” or “All the other folks don’t know what they’re talking about, I do,” and so on, are more about sales than communicating value. Sure, you want the target market to purchase from you, and it’s a good way to generate business, but it doesn’t have to be the message all the time. Rather, distribute useful and informative content that will spur the audience to know more about you.

About the author:
Cristiane Namiuti is a brand marketing professional who has successfully launched dozens of consumer brands and products. Her projects have generated business growth for small business, startups, and large corporations like Unilever.