This Thing Called Branding by Gideon Ibikunle
The word branding cannot be separated from today’s business environment ranging from Small businesses to corporate firms, this concept is flying around everywhere on Social Media which birth this question in my heart “What is Branding gangan”.
When you hear the word “Brand” or “Branding” what comes to your mind? Logo, Sticker, or some letters in a circle with Colors? Don’t worry follow me.
According to a research carried out by Dr. David Shore of Harvard Business School, said “Branding can be traced back to the early days of man, when farmers put signs or marks on their Yam, cattle who wanted to distinguish their cattle from others”. This is called Brand Identity today, which enable customers or potential customers to easily recognize and choose the brand they trust.
Few years ago, I was involve in a search to know what branding is because of my passion for creativity and helping people come up with ideas that can help their Businesses /Organization ( flyer design, logo, Church Banner, Chin Stickers etc, the days of my humble beginning on Campus) .
This is what I discovered, there has been a misconception about the term “Branding” some see it as that big thing big companies do, while others said it is a branch of Marketing which involves Bill Board at Ikeja Mall, Flyer share at the City centre or Logo that was engrave on the clothes or print. Branding isn’t only all about that, there is more to it.
Branding is about any efforts you put in place to influence the perspective of your audience about your Product or services(brand), mainly to build TRUST and LOYALTY. Imagine quality service and sense of humor you got from that Bank officer that says “thank you for banking with us”, that makes you want to be in the banking hall in those days before the advent of E-banking. Note this, there must be a product or services(brand) before Branding.
In my own word “Branding is like a Cap on a product or services”, my tribe made me understand the essence of cap on a man’s head-it makes you stand out among the crowd with dignity. Before I forget branding does not have to do with product or services alone; there is personal branding too (subject for another day). In other word “brand is everything that your customers and prospective customers think, feel, say, hear, read, watch, imagine, suspect and even hope about your product, service or organization”
Think of this the Top Brand in few seconds, I know you will mention Amazon , Gucci, Apple, Cocacola ,Nike, HP, Samsung, etc. That’s too far?, considered Iya Shina who sells Beans and Yam in a small corner shop at Idiroko without any logo , Radio jingle or advert yet people still traveled down from far streets to buy her food. Something must have made her “most sort after” maybe because of her Reddish Stew with yum-yum taste or affordability? That is Branding, she owns a brand.
Did I say you shouldn’t have Logo, Banner, Business card, T-Shirt etc? No! Brand Identity is the way to go. In fact, my goal this year is to help at least 100SMEs build a brand that will thrive in competitive environment. However, I do more than just brand identity for them, I dish out strategies and encourage my clients with this my mantra “Add Value” (do more than what people paid for) such as Quality Customer Service, Excellence and Professionalism, otherwise, Brand identity will be a waste of Resources.
Here is the Omega! Branding is when Quality Customer Service meets Brand Identity which is done over time- not a one-off thing.
You asking how do I go about my next branding Project?, Brand Name, Logo that will stand me out in the Competitive Market? Send a Dm or 09035356174
Thank you and happy new month.