Practical insights on how to build an effective brand in Nigeria
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I have rubbed minds with small business owners over the years and realized that one of their strains is how to build an effective brand for their business. 

Only a few are apparently aware that building an effective brand is essential to their business, but a surprisingly high number of them don’t know why.

The few business owners that really understand the essence of building an effective brand knows that there is a link between successful businesses and strong branding aspiring to build a brand that imitates similar success for themselves.

The few business owners that really understand the essence of building an effective brand knows… Click To Tweet

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We are all aware that that branding is not just about a logo or how their business is perceived externally. (Logo is part of it, but it doesn’t end there)



Branding is a way of defining your business to yourself, your team and your customers. Some business cartels refer it as their business identity, but only on the understanding that it embodies the core of what the business is and its standards.

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Presently, most customers are becoming too knowledgeable and savvy that they tend to see through most attempts by companies to polish, rotate or charm their way to sales.


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However, the fact remains that building an effective brand is one of the key ways to outsmart your competitors and create customer loyalty. It requires a carefully mapped out strategy that tries to consider many factors.

 Some of the things that should be put into cognisance in terms of building an effective brand include creative thinking and a strong desire to connect with the people who will ultimately make your company successful and others.


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Also, start by deciding what’s special about your company, and what makes your product worth someone’s time. Do not forget to develop a logo and a slogan that representing your company’s uniqueness, and back it up with a promotion.

Why building an effective brand for your business

Undoubtedly, building an effective brand for your business will actually go a long way in adding value to your business as well as your customers.

Be it as it may, the benefits that a strategically defined brand can bring are the same as when people fall in love with each other.

When customers share the same values and beliefs of a brand, they connect with you emotively which  also lead to higher sales and better brand differentiation.

When customers share the same values and beliefs of a brand, they connect with you emotively… Click To Tweet

On the long run, what you will experience in  your business is brand loyalty, advocacy and can even protect your price when competitors rely on promotional discounts to drive sales. It can also give you the ideal platform from which to extend your offering or range.

Defining your brand language

I have said it earlier on that choosing a slogan is one of the key ways to build an effective brand. In defining your brand language, you must ensure that you choose a slogan or some keywords that you want to be associated with your brand.

The slogan should be in alignment with your business mission statement, and memorable enough for your employees and others. The slogan (Brand language) should not be too long; it should be made brief in such a way that it would be easily recalled.

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That is not all; you have to ensure that your brand language is promoted using various media. When you are advertising or meeting with customers or client, always use the brand language.

Also, you should ensure that all the copies such as what appears on your product’s label, on your website, and in advertising materials associated with your brand, should match the tone you’re trying to project.

For instance, if you want your company to perceives or seen as reliable and quality, I will advise you to use slightly formal language that will make your customers feel that the people who run your business are as dependable and reliable.

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Defining your brand design

If you are designing your brand too, it should be in line with your company’s or business mission statement, that ways you would be building an effective brand for your business.

Your brand needs a look that’s in keeping with the tone of your brand mission and language. When designing your brand, a lot of things should come into your mind such as colour, modern, classic, fonts, etc. Whichever one it is, this look should be harmonized across all of your media.

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Logo: The logo is usually important when building an effective brand for your business. When designing your logo, you should consider your potential customers, your business mission, and business brand as well. Your logo must be well designed, and you must also ensure that you distinguish your brand from other similar ones using your logo. Designing a brand logo is not a job for the inexperienced, so I urge you to seek the services of a professional.

Colour:The choice of your colour goes a long way for your brand. So have it in mind that your colour will represent your brand. The colours or colour you use should also be promoted as well so as to help stir up your brand.

 

Keep everything simple

Remember to keep things simple. Building an effective brand does not mean that everything about your brand should be complex. Your brand name and everything associated with it should be made very simple. For instance, your brand name should be easily recognized and quickly remembered and the way to do that is to keep it simple.

Seek legal protection

Always register your brand. Seek and get legal protection for your visual branding and any distinctive phrases you use to describe your business or your offer.

It will save you from incessant copying from competitors. Apparently this is one of the effective ways to promote and build your brand.

Digital marketing

Most businesses are going online using various channels of digital marketing. You can use the social media marketing, email marketing, or even the mobile marketing channels to promote and build effective brand for your business.

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