My flash fiction story ‘BIOLA’ made etisalat’s top 80! With your help, I can be #1. Read and Vote now@ http://www.etisalatprize.com/biola (it only takes a SECOND!)
Pls share/tweet/blog/post this to your friends and tell them to tell their friends who will tell other friends. Vote now @ www.etisalatprize.com/biola
MILLIONS OF VOTES are needed to make it to the TOP. SPREAD THE MESSAGE IN AND OUTSIDE NIGERIA [yeah, foreigners can vote too!] LET’S GET IT VIRAL!
MYSTERY TWO: BASICS
On the 1st of October (same day Nigeria celebrated her independence), I posed several interesting questions in a bid to explore the success and erstwhile failure of the biggest brands you know [indomie, Gtb e.t.c], posited that thinking the ‘logo is the brand, ‘branding is new’ and ‘branding is packaging’ are all myths, and I gave a teaser on Nokia.
On the 5th of October, we looked into the origin of brands, the two categories of endangered brands and the reason why Nokia is currently trailing Tecno in Nigeria’s mobile phone market. The winner for the week was revealed while 4 questions were rolled out for the new week.
In case you missed all the good stuff, and for more thought provoking, thoroughly branded posts, catch up now at facebook or at my blog. Follow me on twitter @gbengaogun, add my BB pin: 26FE9FAC & know what’s up on whatsapp: 08037285780
Today, we explore the basics of branding.
Building a brand is a lot like building a house. First you draw the plan, build the structure and then you strengthen it.
DRAW THE PLAN
When channels TV launched on the 30th of October 1993, it was billed as ‘your home for the news’. Today, Channels is the best TV station in Nigeria and has been so rated for 7 years. Channels was not launched to satisfy everyone (unlike the typical Nigerian TV station that does movies, sports, news e.t.c), it was launched based on a very strong promise: to be ‘your home for the news’. Its focus on the news (and nothing else) is highly commendable and most Nigerians, especially lagosians will tell you that quality news is found on Channels TV, not NTA.
What’s the lesson? Do not launch a Me-too brand (that’s a brand that does exactly what another brand is doing), launch a brand backed by a solid promise offering a radically different meal on the menu.
BUILD THE STRUCTURE
It’s not enough to draw a fantastic plan backed by a solid promise, you must consciously and constantly build your brand by delivering on that promise every single second of every single day.
One of the questions I raised on the 1st of October goes thus: Why is Indomie still the fastest selling noodle in the market despite big ad-spending newcomers like Honeywell and Dangote? And where on earth is Mimi?
Its simple: Indomie is hard to beat because every pack of indomie instant noodles just tastes great! No other noodle tastes as great as Indomie and every time a fan of Indomie tries out another noodle (be it Honeywell, Dangote or Mimi), they invariably return back into the loving arms of Indomie. And Indomie does not rely on its taste alone, It keeps innovating (indomie pepper chicken, Indomie hungry man e.t.c) and keeps reminding its fans of how fantastic it is on Tv and Radio (though It still has a lot of work to do online).
As to the Whereabouts of Mimi? I don’t know, if you do, get back to me.
Since 1990 when Fola Adeola founded it till 1991 when it became operational, GTB was an instant hit!
Just 6 years later (1996), it had won the Nigerian Stock exchange President’s Merit award. On the 26th of July 2007, it became the first Nigerian company and the first sub-saharan bank in Africa to be listed on the London stock exchange. GTB also pioneered online banking, sms banking and a naira denominated mastercard in Nigeria.
Fast forward to 2013 and you have bank with a net income of 28.491 billion and the African bank of the year (awarded by African Banker Magazine). It doesn’t take a seer to see that GTB is Nigeria’s strongest, most innovative brand in the banking industry. The real question is why?
GTB is strong because it is constantly strengthened.
First, GTB pioneers laudable innovations in the banking industry, Second: GTB not only delivers on its promises, but reinforces them through its very visible and definitely scintillating brand presence (from their simple but stylish logo to their fantastic architectural buildings and their aggressive online campaign). Nigerians are not dumb: they know the bank that is working round the clock to make their lives easier and cooler and they know the bank that pretends to say a certain word to people’s dreams (I didn’t mention any banks name o!)
I hope I have successfully answered the question “And why does GTB have customers ‘like sand on the sea shore’?”
Every single time your clients come in touch with your brand (either physically at your office, or online through your website e.t.c) they must be constantly pleasantly surprised at how good you are at what you do and your magical abilities at making them feel at home.
I had a very busy week and writing this report seemed impossible but I had a promise to keep to you. I was not ready to throw your trust in me into the waste bin, so, I took out time, and I wrote this.
Brand building is never an overnight affair. It is deliberate and customer-centric. If you can get your branding right, you will make profit.
Unfortunately, most Nigerian brands don’t seem to care about the customer talk less of what branding is all about. This is why I help individuals and companies identify their core strengths, differentiate it from the existing market, narrow the focus, over-promise (a quick example: Channels promised top quality news while N.T.A and others were busy doing everything] and over-deliver (Channels is the #1 news channel in Nigeria with exclusive interviews and exquisite insight]).
I am your go to guy
for your visual brand needs (logo design, business card, letter head, posters, wallpapers, display pictures, Facebook covers, bill boards, flex banners, website e.t.c) and your basic brand needs (finding a niche, defining your brand, putting your brand into words, naming, logo/slogan formation, writing a solid business plan/proposal, promoting your brand, building brand value and defending your brand).
And With your help
I can clarify your vision, leverage your passion and together, we can build a formidable, lovable and profitable brand for you, for your business: with strategic action!
WATCH OUT FOR ANOTHER EXPLOSIVE & EXCITING BRAND ADVENTURE AS WE EXPLORE THE MYSTERY OF BRAND ABC’S! SAME TIME, NEXT SATURDAY (19TH OF OCT, 2013)
email: firstname.lastname@example.org [for questions & comments]
Last week, I asked the following questions:
What is the very last word of my least recent post on my graphic blog www.epowergraphics.co.nr?
I just started tweeting of late: what is my very first tweet? @gbengaogun
And why do you think GTB has more customers than other banks [in 100 words or less please]
Summarize todays post in 140 characters!
And surprisingly, last week’s winner won again (Adedeji Damilare email@example.com
This week, there are two questions:
Is N.T.A a strong or weak brand? Defend your answer in 60 words
Summarize my story in the etisalat flash fiction contest (BIOLA!) in 60 words. Its here: http://www.etisalatprize.com/biola
*send your answers to firstname.lastname@example.org
My flash fiction story ‘BIOLA’ made etisalat’s top 80! With your help, I can be #1. Read and Vote now@ http://www.etisalatprize.com/biola (it only takes a quick click!)
Pls share/tweet/blog/post this to your friends and tell them to tell their friends who will tell other friends. Pls vote for my story@ www.etisalatprize.com/biola
Millions of votes needed to make it to the top. SPREAD THE MESSAGE IN AND OUTSIDE NIGERIA [yeah, foreigners can vote too!] LETS GET IT VIRAL!