15 June 2009 3 Comments

The two-edge sword of branding

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)


brand-swordbrand-sword2Quite an age. It is has been close to two weeks of silence. Sure many of our community members out there would be wondering what happened. So sorry about that. I have being working on something and trying to find out a better way to help our community. When that is finalized, we will communicate that to the world. There is no need trying to define what branding is. Sure we should know that off hand by now. Just by recap, I will say it is everything that constitutes the whole. No part can be caught off. Every part of human physiology is important no matter how small or insignificant it may appear. Without the part, human physique will not be in shape.

Recently someone asked me if I were to zero branding to two parts, what will those two parts be? As someone who is passionate about making life simple for people, I thought about that and today’s piece summarizes my own opinion of what that two edge sword of branding will be. Like I always say, I do not claim to know it all neither do I say I am the final authority, but here are my opinion of what two parts branding focus will be.

1. Differentiation: When all is said and done, branding will begin with uniqueness, individual or corporate face in the niche. What makes the brand different from the pack. That answers why should I spend my money on your brand or why should I be associated with you. It talks about the brand values, what make s the brand stand out in the crowd. It goes further to make the brand stick to the mind or memory of the niche. It symbolizes what the brand does in a different and unique way that will enhance great perception and emotional to the brand market segment.

2. Marketing: The second point which constitutes the other edge of branding sword is marketing. Differentiation without communication and strategist of getting recognized, revenue from such activities will make the brand close shop within few months. It is making your differentiation to meet valuable needs that will satisfy a particular yawning of the niche. Like we know, this start with planning, strategy, communication, maintenance, management. A differentiated product, service that is not communicated is like a man winking at a damsel in the dark. That is sheer wasting of valuable time. No one gains anything, efforts are frustrated and no tangible results are achieved. Like we know a sword is useful only when it is sharpened. It does its owner no good if the edges are dull. The owners will have to exert unnecessary energy without results. So if these two-edges of branding are sharpened, the following will be rewards to its owner. First it will generate patronage, robust referrals or network depending on which brand we are talking about. This is sure to boost revenue of the brand. Also, in addition to the above, the brand will have a lot of positive endorsements, testimonial among the premium clients that can pay. It gives the brand a strong position in the mind of the niche as a result of popular perceived endorsement and track records. Lastly, it helps in brand’s diversification as well as personal skill management.

3 Responses to “The two-edge sword of branding”

  1. Margot 19 July 2009 at 2:45 pm #

    my God, i thought you were going to chip in with some decisive insght at the end there, not leave it with ?we leave it to you to decide?.

  2. mcdonalds coupon 13 September 2009 at 4:31 pm #

    Thank you very much for this wonderful post.

  3. Wade Alvanas 7 August 2010 at 9:42 am #

    When I saw the title The two-edge sword of branding | The Branding Gavel , I didn’t know what to think! Now, after I read it, I can safely say that I’ve blogged about this kind of stuff in the past. It’s really amazing to think about. Best Wishes, Wade Alvanas


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