After a couple of years in brand management, I was thinking about what major factors I will recommend to a client who wants to build a virile brand-corporate, personal, product, executive. This thought took me some time over the night yesterday because I do not want a research that people may not be able to relate with neither do I want to sound academics. I was thinking of a simple solution that any beginner can adapt and run with. I am beginning to be concerned about the average brand owners who need help on the street, whose businesses are being adversely affected by the crunch. So I came up with these five major areas I think anyone can relate with.

1. Story: what is your story? Everyone has a story that is compelling. Every brand story has to be compelling, authentic. This story must be laden with emotional impacts that will be appealing. No one wants to listen to a dry joke. The same applies to brand story. What is your story? Try and read that story to a kindergarten class, will they clap for you or just respond with  stern faces. Let the story tell so much of you in an honest, transparent way so much that it resonates with the feelings of your brand audience. People love story. They love inspirational stories that will make them feel a sense of belonging and believe the brand bring to life their experiences.

2. Vision: Have a vision that is so clear and can be communicated to ordinary member of your niche without any problem of breaking down the grammar. Brand must ensure the brand’s vision is not to sell the audience, but out to help them. More importantly the vision must show that niche is well thought of and they are part of the big picture.

3. Ownership: this is a major factor in getting sound buy-in. Let everyone has a sense of ownership of the brand through co-creation, collaboration, reward etc. People become unrepentantly committed to a brand they think they are part. A sense of ownership to every one will sell the brand.

4. Content marketing: content marketing has become a new rule to inform, educate and build brand engagement. Find a platform to express your uniqueness, expertise, make available free resources that help the niche market. Make room to get feedback and participation. In all you do, use the platform to add value.

5. Community: Doing the above guarantees a strong brand community. A community so united, formidable, a community of people who are ready to sacrifice personal time to defend, spread news about the brand, protect brand integrity as well as promote the brand through words of mouth without a demand or reward for doing that. These are my thoughts for now. Does anyone have another opinion?

 

REWARD SYSTEM

From next month (MAY), we have initiated a reward system for the best “commentator” of the month. The individual has a chance to get a profile review of his/her choice on THE BRANDING GAVEL front page. The review may be personal or product or service of his/her choice. Sure you would not mind such a great exposure.