We welcome you all to the Creo creativity blog, where we will be posting interesting bi-weekly articles addressing relevant topics such as: “Young Start-ups”, “The introduction to branding”, and overcoming the dreaded social phenomenon of Monday morning blues in “Back to Work!”
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In the words of George Bernard Shaw, “Imagination is the beginning of creation. You imagine what you desire, you will what you imagine, and at last you create what you will.”
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Welcome to the creō creativity blog.
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Creō Creativity Blog: Entry 01
Introduction To Branding
Branding… Whether you realize it or not everything you do, every trait you exhibit and any semblance of your uniqueness constitutes your brand. You are your own logo and yes, the world is still your market.
Looking at the concept of branding from this angle it becomes clear why mainstream giants like COKE, APPLE, JOHNNIE WALKER and TWITTER have such powerful brands and are the premier choice for the majority of consumers.
Think of them as people... Their logos, like the JOHNNIE WALKER “walking-man” for instance, is classy but yet perfectly appealing and definitely sparks your interest but really, that’s as far as the logos go. The trick is not only that such brands are extremely good at what they sell, it’s that they don’t let us forget it and they keep coming up with new and better ways to remind us.
Branding is only effective when it influences the minds of the consumer, and these giant brands clearly have people’s attention through their catchy and attractive marketing. They are the “cool kids” of their respective industries and we all want to go to their parties (so to speak).
So apart from names and logos what more do we look at when building a strong brand? Practically every little detail and nuance of your customer’s experience culminates in what their image of your brand will be. From how they are received at your office or on the phone, to how they receive your product or service. Customer care and Client relations is key. When people come to know what to expect of your brand, it is less likely that they will stray and go elsewhere.
For instance, regardless of the countless documentaries on animal cruelty and the obvious health risks, people still flock to KFC, probably now more than ever. KFC is consistent, and despite everything we’ve seen or heard to convince us the general public to stop eating “fast-food” the KFC Colonel keeps reminding us that “Its finger licking good!”.
In Ghana customer care is not the focus of many organizations in the food industry, this makes even the generic salutations and their sometimes-robotic delivery by our local KFC employees strangely refreshing. They are unique… and in a positive way.
So, What is your brand identity? What is the purpose of your brand? How does your brand /organization relate to your customers AND competition? Do you set the trends, or just follow? Without these points in mind you cannot effectively tailor your brand to create the image you want the world to see. Think outside the box and remember… everything is branding.
Stay tuned for our next post. Many thanks!
Creō
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