I believe in branding myself. I believe that the reason people buy a product is as a result of what they think about the product. Hence branding is all about perception. Branding is not about marketing tricks according to Tom Peters, it is about answering a few simple yet impossible questions:
1. Who are you?
2. Why are you here?
3. How are you unique?
4. How can you make a difference?
5. Who cares? (do you care?)This article is not a guide to branding it is about the heart and soul of branding.Branding is about meaning not just marketingIt is about deep organizational logic and not just fancy logos.How are you unique? you do not just want to be the best, how about being the only one who does what you do. there is power in being best but more power is in being first and only.How can you make a difference. here is how to do it.
1. Do not confuse the customer, ask yourself what is the one “great thing” about your product or service just one, not two not three when you get to three you are already confusing the customer.
2. Does the organisation CONSISTENTLY deliver that “one great thing”?
3. Confront your constomers and find out how likely they are to purchase this product or service.Finally, branding is about the slogan, it is abou the logo, the marketing campaign, the advertising and the advertising budget. But in the end branding is about CREDIBILITY. Do the 99 percent of you staff buy the act, do they live with it? After those fancy adverts and stunning logos does the brand deliver what it says it will. This is the soul of branding and the reason for the biggest brands in the world. Nike does not actually sell shoes Nike sells the EXPERIENCE of using Nikes, the feeling of being a winner!