Boss Before You Brand Because Building Brands Requires More From Us...

“If you’re spending a bunch of time worrying about fonts, graphics and logos before you think about cash flow, product and customers, then you may have your priorities misaligned.”-  Words of wisdom from Adiat Disu (via She Leads Africa)


Creating profitable and purposeful brands will be essential to entrepreneurs in today’s crowded and technology-driven market; where multiple products (even counterfeits) are aggressively vying for your clients and the world is swiftly changing.  Workable and thoughtful marketing models will need to be created to support sturdy and lasting brands that will outlive your competitors. The following is a blueprint for those that desire to build long-lasting brands:

Stop Trying To Create Demand 

If there is one thing my experience has taught me is that creating demand is a lie. If no one needs it (right now or ever), chill. The best marketers and the best brands satisfy real needs (emotional, physical or actual). There are exceptions to this rule (like anything in this world), however those exceptions either come with luck or well-researched and enlightening marketing appeal. 

Tell Your Story

People can care less about what you do. However, why you do it triggers hearts, wallets and minds to open. Tell your story with a clear understanding of why you’re selling a product, service or idea. Yes. Define your purpose. 

Create A Culture 

Culture is the God of all great brands. Culture is created by groups that share similar lifestyle patterns, values, dreams and views of the world. Part of bossing before you brand is researching and understanding the understanding your customer’s culture. What do they eat? Where do they go? What do they like? Understanding these things is a sure way of integrating with consumers’ lives, and becoming a long lasting brand. 

Select Your Media 

Media is the plural form of medium. A medium is a means of doing something. In the case of branding your mediums, there are live-streamed events, broadcast radio, television, newspapers, internet (blogs, social media accounts), pretty much any means of mass communications.  In order to select the right form of media, knowing your target audience is essential. 

Collaborate With Bloggers, Publicists, and Influencers 

Perhaps you’re developing a global brand? Identifying (and having something of value to contribute) influencers: publicists, marketing professionals, and or bloggers in new markets that relate to your story will be key. 

In the case of influencers (especially bloggers), align your brand with other complementary brands through guest blog posts, social media takeovers and/or running contests. Collaborations on value-filled giveaways, for example, not only expand your reach but also allows you to connect with various people who may desire your offerings. By providing the aforementioned items for their audience, you open doors for:

  • Future collaborations because you’re helping bloggers attract users to their blogs
  • Automatic promotional machines. Bloggers will naturally promote you when pushing the giveaway to users
  • New prospects who test (and possibly get addicted) to your offerings

Article was originally seen in Entrepreneur Magazine (South Africa). 


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