# 1 of 31 “Your WHY for your BRAND is more important than the HOW” ~ Bernard Kelvin Clive
Knowing why you do what you do is one key determinate of success in any field.
It’s quite easy to follow guides in building your brand, but the most important question to be answered by you and your business is the ‘WHY’ – why are you building a brand, why the business? Are you doing so because everyone is doing it, it’s trending, fashionable, profitable, etc.?
Bernard Kelvin Clive
# 2 of 31 “Trust is that tiny thread that holds your brand together” ~ BKC
Here again, it’s quite easy to have a compelling tagline, disruptive innovation, and marketing strategy for your brand and business promotion, however, if you are not trustworthy all these niceties won’t amount to anything worth building a brand on.
As I often say, in doing business today if you can be trusted you will be privileged to have people trade with you but if you are not trustworthy, chances are that you wouldn’t have much or no business coming in.
This has been one of the many challenges plaguing most young entrepreneurs of this age, they are not trustworthy. So, the question is can we trust you?
Remember this: Trust is that tiny thread that holds your brand together; when trust is torn or tampered with, you will have a broken brand; your business will fall.
# 3 of 31 “Lack of credibility slays your character” ~BKC
Hey! People can recognize fake, so don’t TRY it!
In an age where a competitor can be reached with just a click of a button, it has become very necessary for brands and businesses to operate with credibility.
A number of brands have faded out so quickly in the same way they came because they couldn’t stand the credibility test.
The opening question is; are you and your business worthy of credit – credible? Are you what you say you are, do you keep to your brand promise? The test of a successful business relationship is credibility.
Here are some things you can do to keep your credibility; be confident about what you have to offer and straightforward in your dealings with clients. Say what you mean and mean what you say. Let your words count. Do not over promise neither under deliver. And when you mess up, quickly apologize and rectify your mistakes where possible or offer compensation.
# 4 of 31 “Be abnormal; being normal is too predictable for your brand” ~BKC
Have you studied how great brands launch their next products? They create a sense of suspense and desire in the minds of their fans, to crave for it.
Take cues from brands like Apple, before a new product is released they offer just a tiny bit of it, something unusual.
Come on, don’t we all love great surprises? In this ever fast changing technological world, people are always looking out for the next big thing, something they could be proud of associating with. That’s what great brands ride on to sell their products and services – offering people just that. Something they can take ownership of and which is exclusive to their tribe.
So, ensure that your brand has an innovative way to offer value amidst the old stuff you provide. Because, when clients become too familiar with a brand’s line of products and services, their desire for it wanes. When you become too predictable you lose your brands luster. Suspense is great for your brand, keep some secrets to yourself and for your business, then bring them to light occasionally.
Take note: There’s an art of balance to master between being unpredictable and yet remaining consistent. Master that and your brand will thrive.
# 5 of 31.“Brands are not logos…” ~BKC
Your Brand is more than just a creative name, cute logo or a complimentary card; it’s a promise of value, it’s a distinctive voice, it’ s a core message, it’s passion driven by purpose, it’s a positive impact that creates an impression
One cannot talk about brands without reference to logos, however, a brand is more than just a logo.
Some people mistakenly assume that a brand is its logo, no; a logo is a part of a brand’s identity.
Here are some misconceptions about logos:
A logo must be sophisticated; huh, a logo should be complex, that’s laughable, in fact, the simpler the better.
A logo must reflect what the company does; huh, a logo should communicate the brand That is, not what the company does.
A logo must have less colours; two colours should be enough. Huh, here again, a logo is not about being colorful or not. It focuses on how you choose to market your brand.
A logo must either have symbols or name of the company in a text; huh, simply defy all odds and get your logo to represent your brand.
Too many rules of do’s and don’ts may ruin your brand’s logo.
The bottom line is your logo is your differentiation mark, any way you can make it standout, do it!
NB: This doesn’t mean design your logo yourself, get a professional graphic designer to do that for you.
#6 of 31 “Innovation invasion is a brand’s wheel that turns fortunes” – BKC
Innovation invasion is the ability to creatively and constantly use technology to strategically thrive in the global market. This strategy will keep your brand top-of-mind; never settling but persistently setting new standards.
In this age, if brands and businesses do not constantly innovate their models of business operations to produce world-class brand products and services, they may soon fade out.
The competition is rife, so you and your brand must innovate or die!
The question for you is this; what little changes can you make today to ensure the survival of your brand? Develop the habit of thinking years ahead, with this strategy you will win.
Consider brands like Coca-Cola and Virgin; learn from them. If you rest you rot!
#7 of 31 “Perception is assumed to be reality until clients encounter the reality of the brand, don’t fake it” ~ BKC
We are in an age where brands can easily make their products and services look so attractive to potential clients virtually, positioning the brand as the go to brand for their needs and wants. The challenge is that when clients eventually come into contact with the said brands and don’t receive the projected and promised value as advertised, they lose trust in the brand.
This mostly happens via social media, as seen on TV, or heard on radio. A brand may glamorously advertise its products and services via social media, TV, or radio, however, when such products are received they tend not to be same as portrayed.
This has caused quite a number of brands to lose loyal followers and potential clients, like our positive experiences with brands, once someone has a negative experience with a brand, they spread it like wild fire.
So, as a brand, be committed to always delivering on promised value. You don’t project one thing then deliver another.
Remember once, a client encounters the reality of your brand, its reality either approves or disapproves you.
Let your promised value be a promise well delivered!
#8 of 31 “Brands are like shoes, they come in sizes and styles; one size & style doesn’t fit everyone” – BKC
The point is basically this: everyone has favorites. All things being equal: One person will prefer one brand over another.
There’s nothing wrong with that, absolutely nothing to fret about if your brand is not the preferred choice, even by your peers.
The most important thing is to serve your market and serve them well. The people your products and services ‘fits – meet their needs.
Although regarding ladies shoes, experts recommends that the ‘Classic Black Pump’ is a must-have in a corporate lady’s shoe rack. Some ladies prefer the open toes others close toes, and moreover, it doesn’t fit every lady so well, some ladies find it challenging with heels. So is a brand, it may be the most recommended and preferred by many, but you have a choice to pick and choose that which you desire most.
Don’t try to please everyone with your brand. Permit your brand to find its fitting place, there, it will thrive.
Bernard Kelvin Clive – BKC Consulting www.bkc.name/consulting