In the light of the fast-paced modern economy, most corporate managers and entrepreneurs think that success is the fastest ally in everything and that a slowdown is conducive to outperforming competitors, but speed is not always a decisive factor when it comes to creating a successful brand and ensuring its continuity.
In a report published by the American Entrepreneur magazine , the thought leadership consultant, Almira Brady , reviews some of the factors that negatively affect the brand, and shows how important it is to allocate sufficient time and not burn the stages when creating them, whether for companies or individuals. Read also To achieve success in long-term investment .. Here are these tips How does your financial plan guarantee the success of the retirement period?You want to leave your job and start your own business … 14 steps to help you succeed You can start from scratch .. How do you launch your own project without money?
The brand is a blueprint for every decision that one will make about his project, which means that it touches all its aspects, and when you guarantee the creation of a strong brand, you will waste less time later, because by doing so you process all your business decisions out of knowledge of what your audience or customers need, rather than Guessing. As such, the venture will move faster and more efficiently than its competitors when real opportunities or unexpected changes arise.
The writer mentioned that she has a customer who is able to organize a national advertising campaign in less than 48 hours because he is aware in advance of effective content and advertising platforms that better reach his audience. The market, his team is quick to exploit opportunities for establishing public relations and start making and receiving media calls, not wasting time waiting for approvals, thinking or guessing, and while competitors are stumbling in the search for a foothold, its client generously benefits from every opportunity, which leads to a big jump Introduce customers to the brand and acquire them.
Part of the postponement of companies, investors and entrepreneurs to build the brand is due to the incomplete understanding of what it is, and the thought that it is just a design for the company logo, but it is much deeper than that.
Not just a slogan
The brand is not just designing a visual logo, but rather it must tell the story of the project by identifying the reasons for its creation, its values, principles, objectives, what distinguishes it from its competitors and its relationship with customers, and since it is the basic blueprint for the entire project, it must be carefully worked on it and used a building strategy that stimulates the taking of actions And instructions that the company or individual can follow.
The writer emphasized that slogans, websites, advertising, communication platforms, public relations, intellectual leadership, search engine optimization, paid and earned media, marketing methods, customer service and sales tactics all emanate from the scheme and not the other way around. If the opposite happens, the project will only carry a set of useless tools or elements that do not have a clear and effective goal, which leads to its stumbling and ultimately its collapse.
In contrast, a strong brand organization can maintain its cohesion and ensure that teams focus on important issues during difficult times, and a brand that is characterized by depth and integrity can bear the repercussions of some mistakes, as long as everyone continues to return to the scheme again and again.
Ignore personal branding
Thoughtful brands are important to individuals as well, particularly entrepreneurs who rely on their personal brand to advance their services or companies, or charismatic leaders who are closely associated with their organizations. The same rules apply to it, knowing the trademark, knowing its meaning, and how to use it. Advertising
Among the main differences between the company’s brand and that of the individual, the personal brand must be built on a coexistent basis, so that it forms the identity of the entrepreneur, or at least a copy of it, that can be applied in a consistent and real professional life.
Building a successful personal brand is extremely difficult because it requires intense honesty and openness about an individual’s identity, what he can deal with, what he is content to share with the public, and how to present himself. Therefore, the author advises to refrain from adopting qualities that one does not have as part of their branding because it is easy for the audience to discover the contradiction between what they say and do, and they will start to distance themselves from it as soon as this happens.
Moreover, it must be remembered that the masses do not talk with brands only, but with each other as well, and have the ability to get rid of brands that do not meet their expectations or do not act in accordance with their promises. Maintaining a good brand reputation is just as important as Build it.
Trademark owners, institutions and individuals, need to raise the level of the brands they have created by continually verifying their promises made in the initial outline, and continuing to fulfill them accordingly.