The Founder/CCO of Brandheadway Communications Limited, a Lagos based Branding, PR and Marketing firm; has begun a daily series on branding, marketing, brand strategy, management and a whole lot of discussions/topics within the branding and marketing ecosystem, tagged BRANDMUSE.
In our telephone conversation with him, he expressed his concern over what he termed as ”knowledge or inspirational gap” especially on the part of the drivers of small and medium scale businesses, He opined that this series is one of his numerous contributions to the development of businesses and entrepreneurship.
The second edition, culled from his face book, LinkedIn and Instagram pages (find below) took lessons from the book, THE BRAND GAP — authored by MARTY NEUMEIER, where he drew valuable lessons and insights for building a strong brand identity.
He encouraged Nigerian businesses or any business at all, to pick these lessons and apply to their own branding efforts.
(c)talkbrandafrica
#BRANDMUSE SERIES 002:
THE BRAND GAP
( Lessons In Building A Strong Brand Identity)
© Busayo Ogunmade – Founder/CCO Brandheadway
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The universality of success principles is a fundamental truth anyone who wants to achieve success should embrace. Principles are levelers, they don’t discriminate. They work for anyone and everyone who cares to apply them.
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Marty Neumeier, The American author and speaker who writes about brand, design, innovation and creativity. Who is currently Director of CEO Branding for Liquid Agency, a branding agency in San Jose, California, provided some basic truths in his book, THE BRAND GAP, valuable lessons for building a strong brand identity. The Brand Gap provides valuable insights for building a strong brand identity. Nigerian businesses or any business at all, can apply these lessons to their own branding efforts by focusing on:
- Differentiation
- Consistency, and
- Customer-Focused Branding.
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I know most brand enthusiasts know these facts already, but it will be nice to remind us (repetition is the mother of mastery) that:
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A BRAND IS MORE THAN A LOGO: A strong brand identity involves more than just a logo or tagline. It encompasses the entire customer experience, including product design, packaging, advertising, and customer service. For example, Nigerian fast food chain, Chicken Republic, has developed a strong brand identity through its unique product offerings, catchy advertising slogans, and consistent branding across all of its locations.
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DIFFERENTIATION IS KEY: In a crowded market, a strong brand identity can help a business stand out. Differentiation can come in many forms, such as a unique product or service offering, a memorable advertising campaign, or a distinctive brand personality. For example, Nigerian fashion brand, Mai Atafo, has differentiated itself through its bold and innovative designs, as well as its focus on sustainability and ethical manufacturing practices.
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CONSISTENCY IS CRUCIAL: A strong brand identity requires consistency across all touchpoints, from advertising to customer service. This consistency helps to build trust and recognition with customers. For example, Nigerian telecommunications company, Glo, has built a strong brand identity through consistent branding across all of its products and services, as well as its sponsorship of major sporting events and music concerts.
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Coca-Cola is known for its consistent taste, which is maintained across all locations worldwide. This consistency is achieved through a highly controlled and standardized manufacturing process, which includes using the same formula and ingredients for every batch of Coca-Cola produced. Coca-Cola also has stringent quality control measures in place to ensure that every bottle or can of Coca-Cola tastes the same, regardless of where it was produced or consumed. As a result, consumers can rely on the fact that every Coca-Cola they drink will have the same great taste they know and love, no matter where they are in the world.
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BRANDING SHOULD BE CUSTOMER-FOCUSED: A strong brand identity should be built with the customer in mind. This means understanding customer needs and preferences, and tailoring branding and messaging to appeal to these audiences. For example, Nigerian skincare brand, Oyin Handmade, has built a strong brand identity by focusing on natural ingredients and creating products that cater to the unique needs of African skin.
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My dear BRAND ENTHUSIASTS, you can start on the journey to building a strong brand identity by applying these lessons to your own branding efforts branding efforts by focusing on differentiation, consistency, and customer-focused branding.
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By doing so, You can build a strong brand identity that resonates with your target audience and drive your business to the level of success you desire.
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Kick-start your brand success!.
This is ‘Busayo Ogunmade
I am your Brand Engineer.