Principles of successful branding

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Information about Principles of successful branding

Published on March 12, 2014

Author: josephmohlabeng



Principles of successful branding helps brand custodians to avoid typical mistakes that many of us often make. In this presentation you will find tips on how to avoid some of the pitfalls for your company's brand/s or those of your clients.

V8 POWER BRANDS Presents: Principles of Successful Branding By: Joseph Mohlabeng (Founding Strategist)

Focus Don‟t be a “brand” of all trades and master of none. “Hedgehog Concept is not a goal to be the best, a strategy to be the best, an intention to be the best, a plan to be the best. It is an understanding of what you can be the best at.” Good to Great

The power of collaboration No “brand” is an island. Brands often need to co-exist. Find brands to associate with to „borrow‟ value from theirs, e.g. celebrities, complimentary, etc.

Innovate or die In the world full of a large variety of products and services, a brand has to innovate to differentiate or become mediocre. Innovation follows a process of thinking differently in order to create better value.

Invest in your brand If you expect people to invest in your brand, you‟ve got to invest in it first…

Learn from your brand‟s past and present

Know your competition Study the standards within your industry or category. If you don‟t know the rules of the game you will not win.

The Customer is KING Marketing is all about satisfying customer needs. If you don‟t understand their needs you can‟t satisfy them. Remember customer needs are ever-changing. Engage them in a continual dialogue…

Keep it short and simple Position your brand in a simple, memorable way in order to be truly differentiated.

Excellence in execution Ideas are great but execution is everything.

Disrupt the market Attract attention. Give offers they can‟t refuse. Create better value at the most appropriate price to the customer.

Package with great care and consideration The purpose of doing business is selling not just creating…

Create meaning within your brand‟s DNA Branding is supposed to make choices easier. Create a meaningful core-purpose and vision for your brand.

Go digital or go home Every minute of every day: 571 websites are created; 100,000 tweets are sent; 685,000 pieces of content are shared on Facebook and 2 million search queries are made on Google (Source: Your customers have more choice than ever before and, if you don't have speed you are just not in the game.

Eldership Joseph Mohlabeng is an internationally accredited (IAA), seasoned senior strategist whose illustrious career started over a decade ago after graduating with a SAQA approved post-graduate diploma in Integrated Marketing Communication at the AAA School of Advertising. He has also attended a few courses including Media Studies at Boston Media House where he got exposure to a variety of media studies from Journalism to PR. In addition, an A-Z of Brand Management at VEGA School of Branding further increased his interest in understanding brand dynamics. In his career he has worked with the best of the best in advertising at top agencies such as Net#work BBDO, GREY Worldwide, TBWA Huntlascaris, MojoMotherrussia, and across many industries. These include but not limited to financial (Nedbank, African Bank, Visa), telecoms (Cell C, Econet), pharmaceuticals (Norvatis Lamisil), FMCG (All Simba & Pepsi incl. Lays, Sunbites, etc.), automative (AA, Mercedes, Mazda), government (GEPF, RAF), broadcasting (SABC 3, Metro FM, Thobela FM), etc.

Our Services We offer a wide-range of specialist brand services for both companies and persons who want to develop a Powerful Unique Brand Image: RESEARCH Vox pops / Focus groups PLANNING Brand Strategy / Communication Strategy / Marketing Plans / Brand Workshps Media Planning / Digital Strategy / Brand Activation Public Relations (Plans, Press Release, Press Conference, Publicity) GRAPHIC DESIGN Logos / Websites / CD Sleeve / Layouts PRODUCTION Recording (Music / Sound Imaging / Post Production) Printing (CD & DVD Printing / Posters / Flyers / Banners)

V8 POW E R BRANDS Joseph Mohlabeng (Founding Strategist) CK: 2005/120570/23 Address: 129 Terrace Road, Bezuidenhouts Valley, 2094 (011) 614-0707 / 072 540 7734 Joseph Mohlabeng

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