The Act of Branding

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Power of Branding…

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POWER OF BRANDING
“If you ADD Values to the Model, you will be promoting
THE BRAND.”
People sometimes ask the question – what is
in a name?
The answer to such question will vary
according to the context of the discussion.
It is recognized that the most important
branding decision in the corporate world is the name
that the product or service will carry.
Thus, the answer will necessarily be that
name is everything for a brand.
As Al Ries and Jack Trout noted in The 22
Laws of Branding, “in the long run a brand is
nothing more than a name.”

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For a brand that is in the market for the long
haul, it must take its name seriously.
This is evident in the brand building efforts
of great brand names like Apple, Coca-Cola,
Goggle and many others.
“Brands are not just something to think about at
marketing meetings. Brands are the essence of the
company itself. A company’s very existence depends
on building brands in the mind.”
…… the authors boldly declared.
And since a brand cannot be built overnight,
its success or otherwise must be measured in
decades, not years.
When a company has survived the turbulent
business terrain, it’s a testimony to the soundness of
management decisions and brand building efforts
over the years.

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Building Strong Brands!
Experiential Marketing
– ‘Right Time, Right Place….’
Brand owners and media buyers need to
know that targeted sampling, accurately delivered
and properly timed, with proven ROI, as a worthy
challenge to the normal marketing weapons.
Experiential marketing looks likely to
become one of the marketing’s biggest growth areas.

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But will the current climate cause a shift
away from spending in this area?
Ata time when consumers are re-evaluating
their choices and becoming more susceptible to
brand switching, sampling a product can cut through
the noise, providing the perfect opportunity to take
advantage of brand promiscuity and consumers
propensity to trial.
However, knowing exactly which
consumers are reviewing their brand repertoires is
critical to successful sampling and so is proving
ROI.
To archive a good ROI and for sampling to
be effective it is essential that method used
guarantees that you not only reach your target
audience, but also reach them accurately, with
minimal waste and significant levels of coverage.
The biggest hurdle for sampling as an
experiential marketing discipline is that, when

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compared with traditional media, it lacks suitable
measurement tools, causing it to be perceived as
tactical more than strategic.
Although it is accepted that the ability to
engage with the consumer offers brand a clear,
advantage, ROI measurement has always tended to
be informal and rely on customer feedbacks and
sales uplifts, which is often helped by the immediacy
of the activity.
However, the evaluation arena will need to
grow if the experiential marketing is to continue to
realize its potential.
For marketing spend to be increasingly
channeled towards allowing consumers the
opportunity to experience a brand, however, brand
owners and media buyers will want to understand
what sampling actually achieves for them.
Targeting sampling to reach the right
audience, at the right time, with a bigger reach than
competitors, provides the missing link that the
brands are looking for to improve ROI.

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If the marketing industry embraces this
opportunity to challenge traditional media, in respect
of proving ROI, as a result, levels the playing field,
sampling has every chance of continuing its growth
well into the next few years.
Start your Digital Marketing CampGain
– Positioning Digital communication as a Catalyst
for Business Transformation.

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BRAND VALUATION
“A versatile strategic tool for business” –
Aladesuru Adewale chairman, Goose & Golf International
Global business leaders now widely accept
the importance and value of strong brands – and the
significant role they can play in enhancing business
performance.
Strong Brands Enhance Business
Performance primarily through their influence on
three key stakeholder groups: [Current and
Prospective] Customers, Employees, and
Investors.
The influence of brands on current and
prospective customers is a particularly significant
driver of economic value.
By expressing their preposition consistently
across all touch points, brands help shape
perceptions and, therefore, purchase behavior,
making products and services less substitutable.

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In this way, brands create demand allowing
their owners to enjoy higher returns. Strong brands
also create continuity of demand into the: future,
thus making expected returns more likely – or less
risky.
Brands, therefore, create economic value by
generating higher returns and growth, and by
mitigating risk.
Role of brand analysis is about
understanding purchase behavior: the brand’s
influence on the generation of demand through
choice.

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Brand strength measures the ability of the
brand to create continuity of demand into the future
through loyalty and, therefore, to reduce risk.
In doing this it considers ‘internal’
[management and employee] and ‘external’
[customer] factors.
Finally, these inputs are combined with a
financial model of the business to measure the
brand’s ability to create economic value for its
owner.
It is quite possible that you believe that your
brand could be [or is] significant source of
competitive advantage for your business; but you are
unsure of how a brand valuation exercise could help
you.

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The business applications for brand
valuation can broadly be categorized into three
areas:
1.Financial Applications
2.Brand Management
3.Strategy Business case development
Brand valuation provides a common
language for brand performance around which a
company can be galvanized and organized.
Responsibility for brand strength factors can
be allocated to functions, building engagements and
a sense of responsibility for the brand across the
organization.
Brand also continues to be a key driver of
acquisition premiums.

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- Brand Value Chain
Brand Proposition
Touch Points
Perceptions
Generation of
Demand
Continuity of
Demand
Higher Expected
Returns
Lower Risk
Brand Value

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Luring Customers with your Personal Brand
So synonymous are owners with their
business that it has become so hard to separate the
services or products and the face.
As the battle for customers’ rages around us,
your personal brand may be the one thing that sets
you apart from your competitors…..!

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What happens to Virgin beyond Sir
Richard Branson?
If Raymond Ackerman wasn’t protecting
rights of consumers, would South African still
choose to shop at Pick ‘n’ Pay? And how does one
separate the Black Like Me brand from the
entrepreneurial legend that is Herman Mashaba?
We see examples of entrepreneurs that have
become so intertwined with their brands that they
can’t be separated all around us, take a good look at
Aliko Dangote in Nigeria, Bill Gate in America and
Sir Richard Branson in UK.

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As a small business owner you probably
don’t anticipate reaching the heights of the
entrepreneurs mentioned above, but the aim is
always to build your own profile within your market
segment, among your own customers, competitors
and other sector stakeholders.
Your name should be mentioned in hushed
tones and your face should be the first thing that
springs to mind when widgets are mentioned.
Personal branding is as relevant to big
business as it too small business. And in both worlds
the process is all about “packaging and building the
reputation of your offering whether through an
individual or through the small business.”
There’s a private persona that belongs to the
individual, but in a one-person business or small
enterprise, certainly from a business perspective, the
brand and the owner becomes one and the same.

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If the purpose of branding is to differentiate,
then it makes sense that personal branding involves
packaging yourself in a way that captures your
offering, the philosophy behind the brand, your way
of doing business, your style and using this to create
meaning in the market.
Powerful brands stand for something and
personal brand should do so too, whether it’s a point
of view, philosophy or a position in the market.
Personal branding has become relevant
across industry types and across different markets
segments.
I believe however, that serviced based
offerings benefits particularly from the construction
of a strong personal brand.
The need is greater than in the case of a
resilient product brand with strong technical
qualities that can fall back on the product offering.
In a serviced based business this element is
critical.

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Strong personal brands articulate what you
as business owner stand for. There should be a well-
established set of values around you, as well as
clarity of meaning, vision and purpose.
What is critical, however, is consistency in
the delivery to market, so you must fulfils any
promises made.
A strong personal brand will resonate and
form connections with your customers, thereby
differentiating it and driving market demand. This
effort should translate directly into business results.

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A strong, cleverly positioned brand, a
truthful brand will resonate with people, and in the
battle to win hearts, minds and wallets, a good brand
can do all there.
Marketing and branding exercises don’t
have to break the bank, but should be carefully
thought through, tactical and well-executed. The
internet is a cost effective channel to market, and can
make you accessible in the global arena.
If well deployed and well utilized, the
internet can be exceptionally powerful. The
downside, however, is when something goes wrong,
because negative news travels just as fast.

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Protecting yourself is an important part of
the brand message for small business owners. So get
out there and project yourself.
Remember attending event with handful of
your business card help in increasing your social
network.
www.aladesuru-walter-adewale.strikingly.com

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About the Author
Aladesuru Adewale Emmanuel is a 21st Century
Business Advisor, A Brand Development Entrepreneur and
A Global Citizen - who helps entrepreneurs around the
globe grow their businesses well into the millions.
He has over 15 years of experience in corporate
and start-up ventures and speaks widely on combining
strategic and creative thinking for optimum success and
happiness.
Is GOAL ORIENTED, SKILLED in Leadership and
Entrepreneurship, SELF MOTIVATED, LOYAL and HUMBLE, LOVE
TO BE CHALLENGED!
A member of the Africa Leadership Forum under
Entrepreneurship Development Centre [EDC] an arm of Central Bank of
Nigeria’s Initiative. - ID No: LNG11/11/A03
As at today, is wearing many HATS: He Teach, Mentor,
Coach, Write, Train, Build, Speak, Develop and Manage Businesses
across the globe.
As for him, he placed great values on his writing and
speaking ability: “It is an important leadership tool to influence youth
for a greater and better future.”
His areas of interests are: Personal/Brand Development,
Financial Education, Power of Influence and Leadership, Marketing,
Networking and Persistence to mention few.
For more,
Log on to: www.aladesuru-walter-adewale.strikingly.com