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BRANDING YOUR BUSINESS, THE KEY TO SURVIVAL (3)

The Character of Business.

Every business should have a clearly defined character. However, most business owners leave this to chance. The character of the business brings the heart of the business owner to life. The character of the business will affect everything else the business does. For instance, the character of Ruthies, The salon i wrote about yesterday, was warm, caring, serene, classy, practical, educated. That drove everything else we did. Our fliers, our staff, our location, our colors, everything else, the entire ethos of the business.

Our people had to be friendly and warm. Our workers were usually hard working but not noisy people. We had our people dress in white top and black trousers in any style as long as it was decent. That allowed their personalities to come through in their fashion. They were people who liked to serve people. Not everyone does. They went the extra mile. They would close late if the need arose. If a customer arrived just before closing time, they would attend to her without the bad attitude. Our environment was exceptionally clean. Mothers did not mind bringing their little girls to the salon because the place was clean. Our toilets were beautiful and very clean. Our colors were lilac and pink, very feminine and welcoming. Our lights were bright but not regular fluorescent bulbs and it felt like being in your home. It had a classy feel. We had great motivational materials for women to read. Women simply loved the experience. Our character came through in everything we did.

When we say character, it means the business always comes through like that. It’s the way they behave all the time. Character is built over time. Before a business can be defined as having certain characteristics, it would mean that they present themselves that way over and over again. It is painstaking, intentional, and requires the ultimate determination to build. The important thing is to understand the need to build it. It takes your business away from being an entity to a persona. At this point, the probability of success is magnified exponentially. It is all part of Brand Building.

What would you say is the Character of your business?

Chinwe Kalu,

chinwe.kalu@cppl.com.ng

+234 803 201 2458

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