9 August 2010 36 Comments

Creating Brand Credibility

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps 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) and Africa Foundation for Young Media Professionals


brand credibilitybrand credibility2Branding is no doubt an essential part in business growth and development in recent times. Many businesses have been able to surmount tough market challenges as a result of the application of branding concepts. Many are still in the process of creating valuable perception in the mind of their prospects and buyers with the use of branding. Nonetheless individuals and nations are not left out in this process.

Branding is as a concept is designed to differentiate your product from all the other products in the same market category with your product.

The differences created can be said to be:

  • Tangible –this emanates from the functional value derived from products by consumers.
  • Intangible –this emanates from the rational, symbolic or emotional values held in the mind of your consumers.

In recent times, it is assumed that most products and services are bought and not sold. The basic factor that greatly facilitates this process is Branding. Branding pre-sells the product or service to the user.

Singularity, identification and perception play vital roles in the process of branding. The singularity in identification creates a first-hand impression and perception in the mind of your buyers and prospects.

As the commercial markets for products and services are being saturated daily with new entries. Branding therefore calls for attention if you desire to stay in business or have a market share. It must be noted that branding is basically done to get your prospects to see your products or services as the only one that provides solution to their problems.

Benefits of Branding Your Business

Internal Benefits :It helps fine tune your business strategy and offerings as well as ensure adequate return on investments.

External Benefits: Branding help connect your customers and prospects to your offerings emotionally, increases customer loyalty and Improve your product perception and performances.

Power Points for Building Strong Brands

  • Identify a need and create a market for that need.
  • Create a strong brand identity
  • Develop your offerings to become an essentially strong and highly demanded need.
  • Define and focus your offerings on meeting that need you have identified, never fall into the gamut of being eager to branch off or extend your offerings so soon.
  • Generate publicity through your brand offering. What people say about your brand is more powerful than what you say about it yourself.
  • Be consistent and have a quality strategy for service credibility
  • Keep re-enforcing the brand with advertisement
  • Never stop researching for brand innovation and reinvention to fit with the market dynamics.
  • Open a viable communication for resonance and feedback. Connect with your customers emotions. Online presence should not be left out in this process.
  • Have a social investment initiative to re-inforce the brand positioning.
  • Have a long term perspective and an effective management process for performance revaluation.

Author: Seun Adeogun is a brand specialist in Lagos Nigeria

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