Now in Kenya this could mean a whole load of things including putting logo’s on promotional items but that’s not what I mean.
Branding is the process of creating a business or product that meets the needs, wants and aspirations of the target market.
A strong brand creates an emotional connection between it’s product or service, making it the preferred or desired choice above all others.
Coffee shops always existed but Java brought the word brand to coffee houses. And has clearly taken over.
A brand is what keeps us connected to Safaricom despite cheaper rates from competition.
A brand is what is makes Kenyans feel patriotic when they drink Tusker.
A good brand remains relevant over generations like Carnivore.
Brands are never copycats. They stand out. They are different. They’re consistent. They deliver their brand promise every time. They’re attractive. They connect with their consumers on a deeper level. They communicate. They elevate. They inspire.
You know the difference when you’ve encountered a brand, and when you’ve met just a regular business. You can sense it, you can see it, you can feel it.
So that's what I do. I help small to medium business go from being a regular business to a strong and recognized brand.
Who do you want to be? A regular business, or a BRAND?....
That’s what I thought. (smile)