Article - Brand Building is a Planned Creative Process

03 Dec 2020

Brand Building is a Planned Creative Process

It’s quite intriguing to note how a popular saying, phrase or a word, song, sound, sight, smell or taste – in fact almost anything – can trigger a completely different verbal association or conjure up a thought, image, emotion or other unbidden response in the minds and feelings of human beings.

Taking Time

“Rome was not built in one day” is a sentence that is reputed to have first been written in 1538, in a book by an English author, one John Heywood. It became a saying that is still in use today, as “Rome wasn’t built in a day”. It’s used when a person urges patience by indicating that building, establishing, or working towards achieving something significant or worthwhile takes time; it is not accomplished overnight.

Multi-Pronged Plan for Recognition

By implication, perseverance is required, because achieving the desired result or outcome involves a process. In the modern world of marketing, as it applies to commerce, industry and virtually all organisations, brand building is also a process. Brand recognition doesn’t just fall out of the sky, but involves a multi-pronged process and plan, which should be repeated and refreshed periodically to maintain awareness, retain interest, and prevent boredom in the eyes of the beholders. This process is known as “building.”

Brand building is essential to establish a concern’s presence, products, and services firmly in its market sectors, as well as in the minds and eyes of existing and potential customers. The ideal outcome is always to distinguish the brand (and what it offers) from the rest of the bunch – its competitors, as well as making it top of mind, the first name that comes to customers’ minds when the organisation’s type of products are sought.

Synonymous

Some of the most iconic instantly recognised South African and international brands, which are now synonymous with their products, have been built and maintained over many years. They include:

·         Coca Cola – also referred to as “Coke”, started out in 1886 as a patented, carbonated medicine, supposedly curing morphine addiction, impotence, disorders of the nerves, indigestion and headaches, amongst other ailments.

·         KFC – originally marketed in 1930 as “Kentucky Fried Chicken”, later rebranded in 1991 under its present name, disassociating itself with a less healthy cooking process, frying.

·         Hoover – synonymous with vacuum cleaners since this machine’s invention in 1908.

·         Castle – beer.

·         Nando’s – flame-grilled peri-peri chicken, inspired by Portugal, with its 1987 roots in South Africa.

·         Vodacom – started as a mobile phone service provider.

·         Mrs Ball’s Chutney – the maker’s name, Mrs H.J Ball, became the brand. Initially, in 1918, Mrs Ball sold her homemade chutney from home.

·         Simba Chips – launched in 1957.

·         All Gold – primarily its tomato sauce, produced since 1908.

·         Pick n Pay – food and grocery retailers.

·         Oros – long-standing orange cordial brand, since 1899.

·         Checkers – retail food and grocery outlets.

·         Koo – introduced canned fruit in 1940, subsequently adding more canned foodstuffs to the range.

·         Sunlight Soap – started manufacturing bars of green soap in 1891.

Although our list is quite long already, there are many more trademarks that have been built and reinforced so effectively that their products and services have become household names, an achievement which every label owner strives to emulate.

Basic Pre-Brand Building Procedure

Although this vitally important marketing function is highly creative, it is nevertheless a planned set of steps, which require clear, logical thought, plus a mind and eye for detail. It all starts with an idea, combined with the desire and enthusiasm to develop and build it into a viable business, which must be thoroughly researched before proceeding. Consider the following questions before building begins:

·         Who is your customer, your target market, their habits, likes, dislikes, preferences, and what is their overall or niche demographic profile?

·         Is there a gap or need in the market that your product can fill? Who are your closest competitors and what are their products?  What sets your offering apart from those of competitors? What features make it more appealing – to your primary target market?

·         Has your product/service got legs? Is it likely to stand the test of time or will it be a fad?

Once you’ve done all your research and intellectually tested your proposed offering against your observations and carefully considered conclusions, it’s time for the creative aspect of establishing your label, whereafter the real work begins – actively building it.

XCO Group has successfully established itself as a .brand customisation specialist. This company has developed four exciting, innovative “Brand-in-a-Box” solutions to assist entrepreneurs on their own road to success – Brand Revision, New Brand, Company Profile and Corporate Identity,  Begin the building process today!