Thread by @RealNaijaGuy

What exactly is a brand, and how do you go about building a remarkable one?

This thread will ruffle some feathers and shatter some tables.

Some people may feel attacked.

But in the end it will be all truth.

What exactly is a brand?

For most people, when they hear the word brand, the first thing that comes to their mind is LOGO.

And they'll argue that the logo of a business is so important that no business should do without it.

While a logo is important to a brand, you must... no... MUST realise that A LOGO DOES NOT MAKE A BRAND.

In fact, a logo is completely useless to the customer.

Relax. Follow me.

When you start a business and come up with your logo, that logo may mean the world to you

It may bear a unique and deep story you carry at heart, but to your customer?

It means nothing.

Your logo only begins to mean something to your customer when they can connect it with the value your business product or service offers.

This is important.

Take a look at this logo below.

This logo was designed by a Bahranian company and was rumoured to cost $6000,000.

Tell me, does this logo mean anything to you?

No.

In fact, yes.

It reminds you of irresponsibility and lameness.

Whatever story behind it is already null.

Why?

Because there is no value you can connect to it.

Logo is not how you build a business or a brand.

Logo becomes valuable when the customers can connect a sense of value to the brand.

This is not to say that a logo is not important.

Of course it is

But if you are to build a solid brand, your logo should not be your first priority.

It shouldn't.

Learn from Nigeria Air.

What then is a brand?

A simple question will explain what a brand

Think about this:

What is the name of the phone that when you hold it in your hand and step out in public, you have a feeling of wealth, class and luxury?

What is that phone that makes people feel like 'big boys' or 'big girls?'

I'm guessing you are thinking iPhone, right?

That is what a brand is.

Your brand is what people think about you or the way they fell about you, your products or services whenever they come across your name or page.

It is not even about the products itself. It is about the feeling it inspires in them.

Think about many successful brands you know.

Think about @CocaCola_NG, @MercedesBenz, @MarvelStudios, @gucci, @Versace and many other successful global brands

As you think about them, you realise that you have a particular kind of feeling about them. That is why they are brands

To bring it home, think about
@ronaldnzimora
@akinalabi
@OgbeniDipo
@SCHM7DT
@HQawiyy
@FireOFola

As you read through these names, you already get a feeling about these people; what they do and how it affects the lives of other people.

That is their brand.

I believe you are getting the picture now.

A brand, for the millionth time, is what people perceive about you when they come across your business.

So how then do you build a brand that people love?

First, I'll tell you that it takes time to build a brand and every brand

Will grow through several stages.

But these are few powerful ways to build a brand:

1. Clearly Decide your market.

See, many people miss this part.

Many wannabe entrepreneurs want to build a website, have a classy logo, but haven't even decided who their business will serve.

@ronaldnzimora in his book, triangle of profits, hammers it that the first thing you should ever do when starting a business is decide your market and make it clear because:

EVERYONE IS NOT YOUR CUSTOMER!

So, first, clearly decide who your market is.

2. Clearly define your message.

Every product is is always a perception of the story built around it.

Once upon a time, 'Nokia torch' (you remember this phone?) was the rave.

Why?

The battery of this phone could last forever and it came in handy as torchlight.

Everyone wanted to own Nokia torchlight.

Even if you had a smartphone, Nokia torchlight was a critical backup.

What emotion or feeling are you inspiring in your customers?

That is a pointer to your message.

3. Be consistent in your message.

It takes time to build a brand & consistency in your message.

People need to hear the same thing and feel the same way over and over again before they accept it as your message.

In building a brand, you don't speak from both side of the mouth.

4. Uniqueness and innovation.

Chances are that someone else is selling the same thing you are selling.

Question now is, how will you differentiate yourself from them?

By being unique and innovative.

Trying to be like everyone else will only make you lag.

You need to find your unique edge and scream it in the faces of your customers.

MTN says 'everywhere you go'

Glo says 'Grandmasters of data's

Airtel says 'The smartphone network'

You must be unique

5. Collaboration

No business really grows into a brand without collaboration

Even in building a personal brand, at some point, you will need to lock arms with people in your industry.

I was in a meeting with John Obidi last month where he talks about how coming down to Lagos was a major game changer for him because it afforded him the chance to meet

Leaders and top people in the industry.

Collaboration is important if you want to get better exposure, bigger connections, wider reach and more opportunities.

I hope this made sense to you?

Keep your spirits up and keep building your brand.

If you are yet to start, let these points guide you.

Start today.

In five months you'll be glad you did.