PROFESSIONAL TIPS ON HOW TO CREATE AN ENVIABLE BRAND NAME

To run a successful business, creating brand identity is very germane. While some business owners have mastered the art, others struggle with creating a good brand identity.

For those in the latter category, a brand expert has offered tips on best ways they can create brand identity without stress.


Speaking with NigerianEchoes , Muyiwa Kayode, chief executive officer, USP Brand Management Company said creating a brand identity is not just a task but a process which begins with creating an image that sums up the brand personality in such a way it connects with the consumers’ yearnings and expectations.


Muyiwa Kayode, chief executive officer, USP
According to him, branding a product entails three steps: Promise, Identity and Expression (PIE).
”The first step is promise in personal branding.This is the articulation of your unique and distinctive vision and actionable principles around which people can rally,” he said.

”It is a well-articulated vision. If properly communicated supersedes reality for those that buy into the promise. The promise must/should be of value to those you consider important in achieving your dreams.”

Kayode emphasized that the less the disparity, the stronger the identity.


”How do you see yourself? How do people see you? What is your true identity? How you harmonize these three dimensions is important.
How you respond to issues and event within your immediate environment will shape your identity” he said.

Having identified unique brand’s strengths and capabilities, Kayode added that it is imperative to express and communicate it simply and consistently. This also entails being able to project an image in consonance with unique strengths.

”Communication is the key to all branding. A good vision and promise not well communicated can never influence decision.
Your Brand Environment is critical to the way you communicate your brand. It says a lot about you.” he affirmed.

 USP is a brand management company committed to building brands across Africa, with network partners in Senegal.

In 2007, USP started the ‘Brand2Wealth’ seminar and the first edition was held at the Fidelity Bank training centre.

Since then, the program has been held annually in partnership with Fate Foundation. Other organizations with interest in the development of SMEs have also played various roles in the seminar.

This year’s edition of the programme themed; ‘Digital Marketing For SMES’ is scheduled to take in in October. It will focus on how SMES can use social media to promote their brands.