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BRANDING YOUR BUSINESS, THE KEY TO SURVIVAL (4)

Physical Attributes of Business

In case you’re just joining this discussion we started yesterday with Part 1 of the series Branding Your Business, The Key to Survival. Please click on http://www.cppl.com.ng/branding-your-business-the-key-to-survival-1/ to read the first of the series. And the website www.cppl.com.ng/cppl-blog/ to read the others.  Besides the character, which manifests in the way businesses sell their products or offer their services, there is the aspect of the things you actually see about them. These attributes take their origins from the character of the business. Such things like the name, logo, corporate colors, stationary, gift items, office location, cars, uniforms etc.logos

What they all have in common is that you come in physical contact with these things when you encounter the business. Let’s look at the name of the business. Have you ever heard any of our Nigerian comedians talking about the names of high brow parts of Lagos as against the lower demographic areas? Victoria Island versus Mushin, Banana Island Versus Bariga. Victoria Garden City versus Okokomaiko. It always triggers off their audiences and it applies to business names too. If the character of a business is classy and it has a name like Agbalowomerin & Sons, you can see there is a huge disconnect. Businesses must have names that typify the character of the business.

Beyond the business name is the logo of the company. The logo is erroneously thought of as the essence of Branding by many business owners. The logo is just an element of the brand. However it is a very important one because it is the symbol of a company’s identity. It is supposed to capture the entire character, values and heart of the business. The logo of a company is usually custom made for the company. Instead of reading a name you see a graphic representation of the name. The catch is that people think in pictures not letters, so if customers identify with a logo it goes a long way to attracting them to do business. It’s a mind thing. That is how the business distinguishes itself in the market place. That is why your business logo must look attractive. It must be something that will appeal to your target audience.

The logos we are familiar with represent the big businesses of our times. Every business must evoke some response from customers through the logo. The logo then transcends every other physical attribute of your business. The letter heads, call cards, signage, the website, email addresses. The logo should ideally be on each of these items.

Because most business owners feel the logo is the brand and that it is just a diagram, they get on the internet and put a diagram together and call it their logo. There is much more professional insight that goes into creating a logo. Which is why you should always get the services of a professional, no matter the cost. Remember it is key to your Brand identity.

Chinwe Kalu,

chinwe.kalu@cppl.com.ng

+234 803 201 2458

 

  • How do you want to be seen or perceived as a brand? You are the totality of the message you communicate to your publics either intentionally or otherwise. Its extremely important that we watch what we say or do as they form the basis of how we are perceived. Everything we do either adds or takes away from our equity as a brand. It makes sense for us to watch what we post, like or comment on, on social media. What’s on your mind should reflect who you are.

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