There is a very practical and exciting example I am giving these days in my brand building talks. Read on to discover what I mean…………….If I say I am bringing you two bags full of clothes, one is coming from Mupedzanhamo and the other one from Edgars, it will be interesting to note which bag you would choose given an option to choose only one from the two. In the talks and sessions I am conducting, all the people say they would rather choose the bag coming from Edgars! Now, I go to ask why they would choose that particular bag over the other one from Mupedzanhamo. Yesterday I had a session where someone said they would choose the Edgars one because of Edgars’ track record. Now, the interesting thing is that before these bags are even opened, people already have certain ideas in their minds of what these different names represent.
Just by mention of names, people know what to expect from each
respective bag before they see what’s inside! What these 2 names represent is
something they have been consistently doing over time. For years, Edgars is
consistently known for quality and for years Mupedzanhamo is consistently known
for second hand clothes. So if we would have said the one chosen bag is being
bought for a certain price, the Edgars bag would therefore fetch money before it’s
even opened! By this simple illustration, we have explained the profound
concept of branding in such simple ways and shown how brands differentiate
organizations and their products from others in competition. BRAND BUILDING
ERROR 1 BEING KNOWN FOR POOR QUALITY ALWAYS. It’s impossible to build a
powerful brand when you give out shoddy service and poor products.
Aim to give out great products and services consistently.
BRAND BUILDING ERROR 2:
NOT INVESTING IN YOUR PEOPLE AND HUMAN RESOURCES
What I seem to notice is that people are the major drivers of everything that happens in an organization. Resources, machines and computers alone mean nothing without the people. People are the ones that suggests ideas, make products, service customers build the company! So a prudent entrepreneur is always seeing ways to upgrade the people’s understanding through various ways like trainings, seminars, workshops and in house sessions.