Change is a constant thing in life. Any brand that refuses to change on time with trend will discover too late that it is already in the graveyard. We are in the age of adaptation. A cursory look around will show signs of this. Before, many people cherished eating at home. Then they had enough time to cook their meals. Today the pressure on people’s time had opened opportunity for quick service restaurants to provide a stop gap in- between to help them out.

Despite these signs many big brands still cling to the old ways of doing marketing business. The need for adaptation has being nailed by this quotation: Adaptation means not clinging to fixed methods but changing appropriately according to events. We need to realize that in today’s business environment, success does not belong to the strongest of the species or the most intelligent, but those who subscribe early to change, adaptation before it is too late.

 The world is moving more rapidly, Holding to old strategies of doing business is becoming increasingly dangerous, poisonous. Technology keeps expanding and new discoveries are being made everyday. Brand’s strategists, communicators must ensure they are constantly overhauling their skills. Without adaptation, most brands will be lost in the sea of innovation. For many brands to survive today, such brands should be armed with these basic ingredients.

Change mindset/be open: It is not compulsory that we must absorb everything, but gateway to new discovery is a mind that is open and is willing to accommodate new ways of doing business. Never say never.

Plan/ strategize: when your brand is open to new ideas, it will see need to plan ahead. This will necessitate the need to plan for necessary changes or ignore them. This will also lead to strategy formation, deployment of troops ahead of the battle.

Act: never being stranded with inaction. Act on what you think will help build your brand for tomorrow. Begin to sell the idea to decision maker as an employee if you are hired for that purpose otherwise if you keep quiet, you may soon lose your job as a professional who does not know how to guide. That is why you are hired in the first instance. Does anyone has contrary opinion?

Many brand owners, drivers often overlook a critical point that can help in making their strategies work. Because of this many brand investments often fail to achieve purpose. This may not be attributed to the veracity of the brand’s strategy but an oversight by the strategists.

In a recent article by Chris Helle, Chris maintained ‘the vast majority of consumer brands fall into the small to mid-sized category. Far too often, they always try to act big- by using big branding formula adopted by leading brands-which is basically use of mass media campaign that gulps their little reserves. Many of these mega brands have wasted resources. Most brands strategy will work when they follow their real opportunity through connecting with target market which may of course be smaller but being a group of highly engaged, motivated customer. For most brand strategies to work out without fail, such must be developed, built, adapted as well as constructed around the daily lives of the target.

We must also remember that a focused strategy that has taken into consideration brand promise and the target daily behavioral tendencies will excel better. Never forget that leading brands do not get to the top overnight. Not that alone, using, allocating big budget to advertising does not always guarantee success. Many of the mega brands often bite their fingers because of lack of proper planning and execution.

Any brand strategy must understands language spoken and the medium it audience uses to make substantial progress. It must reach them with right vocabulary in all brand campaign. There is no need of speaking jaw-breaking grammar to nursery kids. This is what many brand strategists do when crafting a brand position. Brand strategy and positioning that will work must speak directly to the target. Guess we will think about this today.Or do you have a contrary opinion? Please drop your comments.

Quite 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.

Storm has continued its rage for many brands, eventually the big brands are going down. GM is now in the news. Advanced economy has been affected, major brands are declaring bankruptcy and aids are being requested. Staffs are being laid off. Many brands are still searching frantically for the way out.

A concerned brand owner asked me recently ‘what should I do after brand differentiation while the recession continues to bite hard’? For the sake of the individual above and many others out there, let us examine certain other factors that can help brand owners scale the recession as there is no clear sign from the economic experts as to when this will come to an end.

1. Offcore value: The age we find ourselves today demands that brands go extra mile in bringing solution to clients’ problem. One of the advantages Nokia initially offers was to make cover that can match people dress available to them. In other words, Nokia made phone cover f different colors available to those who buy the phone. This actually got the attention of their females customers as they all rushed for the brand. Think of additional benefits you can offer your customers without unnecessary cut throat charges that will chase them away.

2. Price reduction will not guarantee patronage: Many believe that reducing their prices below what others are offering will hold the magic. That is far from it. Be the brand that supplies untold value, give off core value, then you can scale through.

3. Encourage, empower your ambassadors: Your brand’s ambassadors are your people, stakeholders, workers or anyone who is helping in pushing the message. The time is hitting them too and they have personal challenges they are battling with. So they need encouragement. As brand owners, be interested in what goes on in their private lives and help them overcome their personal challenge as much as you can. Then you will notice they will be committed to the stake of brand’s success.

4. Build trust: This is a social capital that can go under if not proper managed. Be open to your customers and let them see your brand is on their sides and you will go extra miles to help solve their problems. Do have investor’s relations meeting, gather other stakeholders meeting and feel their pulse. More importantly, make them a strong community through the use of social media available. Cutting corners will not be a good strategy now.

5. Brand experience: Make contact experience great. That sounds simple but its work. Can someone share what has worked? Use the comment section.

The Tribe was first used with regards to branding by Seth Godin. Each time I have thought about the notion of tribe, I consider the depth that African should have that we do not. Not only as an individual but as a professional in the field of branding particularly when it comes to brand’s tribe. Average African should understand the concept of tribe more than the westerner. We were raised within clan, we were told from birth to be our brother’s keeper. The kind of individualistic culture that we have now was alien to us.

Most adult African understand what village life is. We were brought up to be your brother’s keeper. The communal spirit is unparalleled. The village administration, governance is all inclusive. No one wanted to be loner. Africans are people with communal, tribal mentality. Today all that has been lost. No wonder African brand professionals have to be taught again the element of tribal connection on a successful brand. As African professional I do think we should be in the forefront in applying the tribal elements to build our brands so the world can copy us. The challenge of African brands have been our inability to follow establish path, wanting to become like the Jones, copy and paste syndrome, inability to fashion out correct adequate strategy irrespective of our environmental, cultural challenges.

Seth Godin describes a tribe as “a group of people connected to one another, connected to a leader and connected to an idea’. How many of our brands can pass the test above? How many of our brand’s stakeholders are really connected/ Do we even give the stakeholders a platform to connect? Are we not interested only in getting from our community if we have one? The internet has provided several platforms to build tribe, but do we have brand strategists who are showing the way? Most of what we do know with our brands is to engage in interruptive marketing which results are often counter productive.

Like we know, a tribal do not just surface, it is built on structure of communal survivability; it is built on sharing and caring. Tribe is not built on selfishness.

Ed Welch also says “to implement tribe concept, everyone from the CEO and janitor should be working to building a meaningful connections with customers’.

My question today is why is it that African brands are not building tribal brands with all its opportunities? Why don’t we take advantage of our in-born traits, cherished qualities to maximize values in our brands? There is greater value in a brand that has tribe. It works best for all the stakeholders. Every one gains and there is absolute unity, peace and prosperity. I guess it is time to go back to basis. Strong connection among the stakeholders especially employees and customers will bring greater profitability. Not just a customer service unit will do, everyone must become tribal ambassadors, and marketers etc everyone must be making connection. Building and strengthening meaningful connection will lead to healthy customer tribe- Ed Welch. This will facilitate tribal explosion in terms of idea, product or service advantage.

If you do not know how, PERSONAL BRANDING AND CORPORATE SUCCESS SEMINAR will offer opportunities on how to do this. This seminar holds in Lagos Nigeria on the 17th-18^th April, 2009. Do not miss this, you can send mail to: info@michaelsage.org or call 07029778785 for participation enquiries.

Branding is all about differentiation. But it is obvious that some brands do stand out among their peers. Many brands owners are worried why their brands are not outstanding. The reason is that when the basics are given, there is need to do certain things right and that is what we will focus on today.

1. Quality communication: we all know that communication is not information passage. Many brands are not mindful of their communication channels, time, moods, season, and styles. These all contribute to the effectiveness of communication. Communication is the bedrock of any relationship; brand communication is not an exceptional. When there is no quality communication, the wheel of the relationship will break down. The union becomes enduring. Check the quality of your brand communication with its stakeholder if your brand must stand out.

2. Strong emotional connection: Following closely the above point is that stand out brands have strong emotional connection with their users. The users of the brand have become one. The brand users have become one with brand. They do not trade anything with the brand. They just love the brand beyond measure.

3. Provide superior service: The services being rendered by stand out brands are not just one of a kind. They work hard to provide superior service. Stand out brands add value and accelerate the value each new day. Stand out brands always look for more ways to please their brand ambassadors.

4. Seek feedback and act on it: Most stand out brands never assumed they know it all. They always want a feedback to know how they are doing and what they need to do make their customers happy the more. They do not gather unnecessary data, questionnaire that they do not use. Every feedbacks they sought are purposeful with a made up minds to act as fast as possible on them.

5. Sell right experience: experience counts in stand out brands. What kind of experience does people get when they interact with your contact point among others will determine your brand standout level. Hire a chief receptionist officer that is good as well like other internal brand ambassadors. Pay the contact points employees well and train them to be a worthy ambassador.

These among others will guarantee, give your brand chances of standing out.

Many things we do today may not have direct impact on us today but the effect can be longer and lasting. Every decision has correspondence result. For personal branding there are certain acts that are time bomb which a brand must plant in order to secure the future and its well-being  at no distance time. The followings are drops of water that make the ocean of a successful personal brand.

1. Be interested in the younger generation: most time this generation is referred to as generation Y . Never overlook them because future belongs to them. If Brand you focuses on age forty and above today, where will that be in the next forty years. Let your brand study what trips the younger generation and see how you can be of help to them. Treat the boomers well; they are the future of any brand.

2. Write: Every opportunity to write, publish something of value should not be despised. When you write and communicate your expertise, you are building a platform that will help you in the future. Realize that printed materials are always there and one day someone may pick up your writings and look out for you. The immediate gain is that people can see the quality of your mind but when they need someone in the future, that article will become a time bomb.

3. Keep developing yourself: Another time bomb for Brand you is to keep developing yourself for where you are going and not where you are. Never stop learning. Sometimes I wonder what I will do with too much stuff I am packing on my brain everyday. The level of stuff I consume daily give me mixed feelings. Yet I have not stopped. I console myself with the notion that these stuffs are time bomb that will explode one day. It is preparation for my opportunity.

4. Go digital: another time bomb for Brand You is to go digital. It may not offer instant returns but keep doing it, ensure you are visible by whatever standard. The day the digital presence will explode, you will laugh because it will worth the effort. You are one phone call away as well as a button press away. Go digital, have a web presence. That is a time bomb, believe me.

5. Be involved in community projects: Several community projects or non-governmental organizations have needs for professional who can join them. In those project teams, community alignments, you can make a difference. Who knows, the act of kindness today may open a new door tomorrow. That also is a time bomb.

6. Network: Most networking activities do not offer immediate gratifications, but they are time bomb if properly managed and when you are not a parasite. Add value to your networks and that will be great explosive later.

7. Courtesy: this is another time bomb. Hen you show consideration for someone today it may become an explosive bomb tomorrow. Be courteous; be polite, someone may be watching.

Many things have been said in the praise of recession and the major influence it wields in bringing every brand activities to a halt. My conviction is that there is nothing that is entirely evil. I do not believe in totality of evil. In every disadvantage is a stupendous progress. That is why even in recession, there is room for profit. Any brand can still make outstanding progress despite all.

Everyone/brand will be touched, but not every brand will be adversely affected like others. A brand that connects, educates, entertains as well as gives generously can still be assured of progress, profit and success. Not that alone, any brand that can show a high level of optimism will draw the light to itself despite the gloomy reality. No one wants to hear a pessimist brand’s story; the brand must keep assuring its stakeholders of a better tomorrow.

There are several values in recession and a wise brand can take its advantage to maximize its value. Recession helps any brand to annex the followings opportunities to ride the storm.

1. Real world experience: The recession offers untold opportunity to brands through self examination of what really matters. It points brand back to the passion that created it. Most times when things become rosy, brand may disconnect from the main, original passion. Recession helps to re assess where the brand has missed its mark, where the brand has pursue fame instead of the vital force that establishes it.

2. Real value: Through recession, brand properly understands the real value that keeps their customers to them. Many brands do not have adequate knowledge of what keeps their loyal customers to them. The customers that patronize a brand during recession are those who had become one with the brand. This in a way gives a clue to the brand the real value it has being creating for so long. This helps the brand to focus its energy in the provision of real value as well as to accelerates them.

3. Real (offline) relationship: recession compels brands to go beyond online relationship. It enhances real value adding offline relationships with its consumers. Take the advantage in having a real life relationship to enhance the brand’s opportunity during recession.

4. Natural joy, less TV: for personal brands, recession helps to build stronger relationship with immediate families and colleagues as they naturally become a source of hope, encouragement to one another. Personal relationships are enhanced because each needs the support of others as not much good news are relayed on TV. People begin to find solace in their relationship more.

5. Fresh, green: Recession offers opportunity to brands to refresh, reframe and become much more active again.

6. Innovation: Economic crunch also promotes brand innovation. To remain relevant, innovation is important during recession. New design improves brand’s sustainability and differentiation. If recession holds such value to brands, brand needs to think positively about recession. There should be no excuses for failure.

In the previous article, we started a discussion on the force of shaping strategy. This will be the concluding part for now until further notice. We need to note that not every brand is cut out to engage in shaping strategy. To engage, brand must consider the following and be convinced that answers given are adequate.

1. Powerful, foresighted CEO and directors: Not every brand is blessed with powerful, foresighted CEOS. If the brand’s CEO is only concerned about present or immediate gain and demands immediate ROI on every investment, it may not be good strategy for the brand to engage shaping strategy.

2.   Risk profile: Brand must also assess risk profile of engaging in shaping strategy. Any brand that is not comfortable with risk taking can not engage in shaping industry focus. It takes a large hearted brand to determine the trend of any market.

3. Management capabilities: Shaping strategy requires strong management capabilities to weather the storm otherwise blames, excuses will become the order of the day along the line. This will be accompanied with mudslinging, apathy, lack of necessary commitment to follow through.

4. Right aspiration: shaping strategy must get the facts rights by identifying the opportunities before the journey begins. The opportunities often give necessary morale when the tide starts blowing.

5. Determine the role to be played: There are several roles each brand can play in shaping strategy. That calls for true assessment of brand’s capacity. None of the role is devoid of any benefits. There are three roles: Influencers, as influencers the brand commit early and prominently to one shaping strategy and it usually gains strong market position. As hedger, the brand develops its products and services to support multiple shaping platforms. As disciple, the brand commits to only one shaping strategy.

The followings are some of the advantages of shaping strategy. It gives brand credibility and projects a long term commitment of the strategy designer. Shaping strategy also helps to define the industry standard.

On the last note, if a brand continually adapts, it shows that there is an absence of innovation and creativity. Adaptation strategy often misses the real opportunity.

To establish a premium brand-personal or corporate-in any niche is not an easy job but it is achievable. The first thing to do is to match delivery of expectation beyond what is available as well as manage the experience exceptionally. Consistency is also important. Consistency does not imply rigid attachment to old ways that are not working in today’s environment. There is an urgent need to ‘play it as it lays’ while playing the consistency game.

However, when all is said and done, being the first in audience mind always get twice the long-term attention than number two.

Al Ries suggests –I have added my thoughts also- the followings factors that may guarantee premium value brand.

1. Define your target audience: From onset, define your target audience that your brand will help, serve. Please note the words used: serve and help. If the brand is not ready to serve or help a particular audience-in this regard premium- the brand is already on its way to the gallows.

2. Establish high price value and be ready to walk away: when you have identified the target market, you must establish your premium price and be ready to walk away. The logic is not only on the price but on the value, creating something that the target audience will be willing to pay such premium for.

3. Have a valid highly ‘emotional’ brand story: The brand story must be so compelling and value laden that individuals feel associating with the brand is the best thing that can happen to them.

4. Be in the category where audience will be receptive: A premium brand is not out to serve everyone. Marketing activities of premium brands are not also directed to every jack and jerry. It is focused on those who can afford it. Particularly those who are not very price sensitive but value-driven. I remembered some years ago while I was sharing with a friend why I would not buy a particular kind of auto. My major reason was its level of fuel efficiency. The reply I got set me thinking. He said ‘I never thought along that line as long as the auto can satisfy my curiosity, needs, I will go for it’. Unlike me, as long as he could afford it, he goes for anything.

5. Have the perceived value: perceive value is important in premium brand. You may not have to be the best, exceptionally good; all that your target audience needs is that you have a perceived higher value delivery than the average brands in the market or in your niche. What do you think of Jaguar, Lexus, Richard Bradson, Oprah Winfrey and Queen Lateefat etc.

Please do remember ‘premiumship’ is not a game for the boys, otherwise they may starve to death. So get your game plan right.