Some brand experts on Thursday urged individual and corporate brands to review their strategies for a successful business positioning.
According to them, this is critical for individuals and corporate businesses for growth and expansion.
They spoke at the Kaizen Academy (Nigeria) Ltd., Webinar Series 5 with the theme: “Building Personal and Corporate Brands”.
Mr Chukwudi Eze, Brand Communication and Marketing Lead, Advansio Interactive Ltd., said that a company must have a strategy document, known as the brand guide that influences its branding processes.
Eze said that the document should contain the logo, mission, vision, tone, voice, typography that communicates its style and brand to prospective clientele and provides directions for the company.
He also emphasized the need for every unit and individual within an organization to contribute and embody the company brand to build a successful entity.
“Companies must have a defined brand identity and to build a successful brand, you must have the right team and understand that the people that drive the brand are key.
“Every unit and individual within an organizations must contribute to the brand. It is not just about the brand manager because whatever action or inaction you take forms the thought of a brand to your customer.
“Your temperament and personality trait must fit the job for you to enjoy it and embody the brand.
“Organization must also embrace employee branding, by taking care of their employees. So, they in turn take care of your customers and build the brand better,” he said.
Mrs Esther Mwihaki, founder, Arch Africa Consulting, Kenya, stressed the need for a business brand to be consistent at every touch point, communicates and connects with its target audience.
She stated that a brand must provide clarity, be properly positioned and serves its audience with authenticity and consistency that builds trust.
“Key element for a successful brand building is firstly for a brand to understand that a brand is really a promise.
“A successful brand needs to be consistent in every touch point and have an emotional connection with their audience and this cannot be, except you have a level of authenticity.
“You must also be able to communicate adequately by speaking the language of your target audience and be abreast with the expressions that make up their culture to build the brand,” she said.
Mrs Kemi Martins, Senior Brand Strategist, Brandosh Nigeria, noted that the perception of people about any business entity, even in the face of competition, is hinged on the company’s brand.
“Branding aids with differentiation for proper positioning in the market; it also helps with relatability and how you engage with your consumers.
“Branding also builds trust and credibility and most importantly boost employee morale, thereby providing value and equity for the company,” she said.
Mrs Efeturi Doghudje, Brand Strategist, TGC Ltd., identified the lack of focus on a specific target audience as a common mistake individuals and corporates make when building a brand.
She also emphasized the criticality of an active online presence to influence both personal and corporate brands.
“You can focus and reflect on what you are good at and then share experiences on them and build up from there.
“You cannot be targeting everyone but can have a primary and secondary target; that way, your messaging though the same is targeted as different audience.
“To build a brand, you must pick your preferred communication platforms to get your thoughts across and as well as one-on-one networking engagements,” she said.
In her closing remarks, the Chief Operating Officer of Kaizen Academy, Mrs Lilian Madueke, said that the Webinar Series was to stimulate conversations critical to the development of the consummate professional.
The session was moderated by Mr Ayokunle Ayoko, General Counsel, International Breweries Plc.
