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BRANDING YOUR BUSINESS, THE KEY TO SURVIVAL (2)

The Heart of Business

In an earlier post, The Business DNA, we discussed the Vision, Mission and Values of a business. You can read it http://www.cppl.com.ng/the-business-dna/ ?. But in this series we will extrapolate a little further to make it plain enough for the entrepreneur with simple everyday products and services but is not as big as Coca Cola.

In any discuss concerning Branding, names like Apple, Coca-Cola, Guinness, Cadbury will probably be mentioned. Bring it to Nigeria, Guaranty Trust Bank, MTN, Dangote, First Bank would be our local examples. So business owners at the SME level, think Branding is for big businesses. That is where the problem is. Every business should be branded-big or small. Every business owner should take their business beyond selling a product or service to making the selling process an encounter. That is what distinguishes businesses and ensures the required edge. Small businesses grow to big ones when they are branded.

How does a business owner who has limited resources build a brand? What are the components of Branding to consider? First would be the entrepreneur making the decision to create a business that sells products or offers services that makes the exchange an experience for its customers. It has to start from the business owner’s heart. Then everything flows from there.

I once ran a one stop shop beauty salon, called Ruthies. My heart was to offer beauty services in a serene beautiful environment which focused on making the customer comfortable while enjoying our services. I did not just want a woman to come to us to have her hair done, but I wanted her to enjoy the experience. My experience had been that I would go to the salon simply because I had to and never because it was a great experience. The heart of our business was the total comfort of our customer. Once the desire was set, the rest is a matter of course.

What is the heart of your business?

Chinwe Kalu,

chinwe.kalu@cppl.com.ng

+234 803 201 2458

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