Paul Odhiambo

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Importance of Branding For Enterprises


Why should you be concerned with branding? Because these days, everyone will Google you before visiting your restaurant, purchasing your products, hiring you to perform a service, lending you money, or investing in your new or current business. Your brand will matter every time you connect with individuals, whether online or offline.
We used to live in a more basic era. The only brands most of us were familiar with were those controlled by large corporations: IBM, Coca-Cola, and BMW. You prepared a complete business plan that focused on the numbers: cash flow, revenue, expenditure, and profit if you wanted to start a firm. In most cases, that plan would include a significant line item for traditional print advertising, as well as maybe radio and television advertising. For most businesses, branding was not a priority.

You're mistaken if you think that sounds like a better world. The benefits we've had in the last decade are so far above anything that's ever been feasible that the two universes are incomparable. Never before have you had the opportunity to develop a brand and then leverage it to grow your business, increase sales, improve your credibility, and boost your bottom line like you can now. Despite these huge prospects for entrepreneurs, many remain unaware of them and cling to a bygone period in which time-tested business plans and techniques to marketing a brand relied on advertising rather than interaction.

For those "simpler times," the traditional designs may have sufficed. However, in today's internet and social media-driven world, a company misses the mark if it doesn't have a sophisticated "brand plan" that expresses what it stands for, the value it provides to customers, and strategies for keeping a conversation, or engagement, going with thousands of strangers online.

What goes into creating a brand strategy?
A well-written brand plan, in particular, directs an organization's brain trust, resources, and tactics in the direction that the brand has to go in order to achieve its objectives. The brand strategy serves as an umbrella under which activities such as marketing, sales, and product development are brought together, laying out what each group must accomplish to ensure the brand's success while also establishing goals that operations and finance must support.

A great brand strategy begins with a vision, or a set of concepts about what the brand should stand for. A mission — a precise plan of attack that aids in the launch of the brand — should also be included in the strategy.

Then there are goals, which are things you want the brand to accomplish, and strategies, which show you how to get there. A successful brand strategy must pinpoint consumer objectives, or the demography that a company needs to support its brand. A brand must have a major message to convince these people to buy the goods. This message must explain why the company and its products can achieve things that others cannot. Finally, a brand strategy should incorporate promotion techniques that encourage targeted consumers to take action.

Most importantly, branding is about emotions and how people feel about you and your products. It's all about the numbers in marketing. Both are critical, but in today's climate, one is more crucial than the other.

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