Brand and branding you’ll learn from me today is somewhat different from what you’ve known brand to be. Here, I will explain how crucial your interactions with your customer’s emotion are when building your brand.
You’ll also get to understand that possibly what brand you’ve been believing your business has built itself is not really a brand but instead a business identity. You’ll also learn what it takes you to build a brand for yourself.
I practically will illustrate what brand and branding actually is by breaking down how 7up company recently launched a range of their water products branded as “H2Oh” and eventually won great market size within a short while. This will make understand really means especially in this business world of consumerism.
How Best Can Ever I Relate Branding To You in a Simple Way?
You position your products with promises and assurance to solve your customers’ problems with your offers during marketing and advertising promotion campaign, you tend to win your potential customers’ attentions with your enticing promises, you get their interest and motivate them to take the decision to buy your offers. Considering other factors while comparing your products with those of your competitors, they finally take the action to purchase from you. Are you there to do these motivation? No! Your brand does that for you. Customers don’t have you on their minds after the purchase or usage of our product, they rather score your brand.
Your brand is that which gains their attention, gets their interest, motivates them to make the buying decision, the reason why they have chosen to purchase from you rather than our competitors, what they will use to remember you after using your products and most importantly, the reason why they would always choose you over and over again, even to the extent of referring their friends and connections to you.
Your Brand is Whatever that Interact with Your Target Customers’ Emotions! Branding is the Process of Building Your Brand.
It’s as simple as this! If your business fails to interact with your customers’ emotions, you don’t have a brand what you have could possibly be your business identity. Even if you like, get the best premium based graphic artist to take care of your designs, as long as your business fails to interact with your target customers’ emotions, you don’t have a brand.
I know you must’ve been expecting me to define brand as “collections of elements like logos, colors, typography, names etc, which are used to identify a particular business… bla.. Bla… bla”. Sorry, I failed you! Even if you have all these elements and your business fails to interact with your target customers’ emotions, you don’t have a brand. What you have is rather your business identity and not a brand. Hence all these become elements of your business identity instead of elements of your brand.
You think apple is apple it is today because of its colourless apple logo or Alibaba, because of its orange shopping cart logo? Even if you like, name your business mango and you business fails to interact with your customers’ emotions, you don’t have a brand.
You Can Either Build a Good Brand or A Bad Brand!
Your business can interact with your customer’s emotion and makes him fall in love with you, at this instant, you’re build brand. Ironically, your business can interact with emotion and make it it hate you, you’re building a bad brand. Your core aim as a business person is to ensure your customers fall in love with you.
The More Your Customers Fall For You, The More You Build Loyalty Base Customers!
And you know what that means. That’s the major dream of every brand! To build loyalty within the heart of your satisfied customers and this will always make them trust and choose you over your competitors no matter what.
The Best & Simplest Way To Build Your Brand is To Utilize Whatever Resources You Currently Have To Ensure Your Business Interacts & Wins Your Customers’ Emotion.
You must not have the highest fund or the money to pay the best graphic designer, you might not even have a logo or a website currently. But I strongly believe you have a phone, atleast nokia torch. You can actually cold-call your potential and current customers, speak to them over the phone and build mutually genuine relationship that can help them solve one or two problems whether or not it deals with your product offers. Business is all about relationship, afterall you’re interacting with humans and not robots. So you should always build relationships with your customers even when your product, sales or profit may not be involved in it. Just utilize whatever you have, interact with and win emotions. This is the best way you can build your brand.
How Did 7Up Company Push Their H2Oh Water Ranges Into a Premium Based Brand in Nigeria Market? 7Up Interacted With Emotions! Let Me Break It Down:
Would you believe that like it’s now over 8 months after it’s launch, up to 65% of people here in Nigeria don’t know that “H2Oh! is mere WATER”, I mean “ORDINARY WATER”. Just Table Water Like Popular ” Eva” Water.
Nothing is really special about this H2Oh except “BRANDING”. This new water product that suddenly grabbed the attention of audiences via their short video adverts illustrates a typical example of where branding was appropriately illustrated by a great but actually funny set of Smart marketing team.
What deemed H2Oh branding and adverts into successfully grabbing attention is what I attribute to 4 factors.
H2Oh was able to win the market by appropriately utilizing 4 great factors which actually work hand in hand together to make it “Stand Out”.
Highlighting the 4 factors:
“.. Water’s Gonna Be Jealous”
This tagline though actually funny, grabs the attention of audience. It’s so thought/emotionally provoking! Like; who get the mind to tell us that the most important liquid in planet earth is going to be jealous of “WHAT”. That’s why I said is funny because nothing can actually compete with water, and the funniest part of this selling point is that what claims to be challenging the almighty water is actually water itself.
2. The Brand Ambassadors
H2Oh used the Currently Reigning High Profiled Celebrities To Tell Its Brand Story and Made Foolishly Acted To Make Us Understand That ” Water is gonna actually be jealous of it”. This is what I call “Illustrating Foolishness & Turning Smart With It”. It used the reigning ” Ebuka Obi-Uchendu” the popular fashionista who currently hosts our Trending Big Brother Naija Yearly and “Adesua Etomi”, a beautiful award winning actress who’s currently the wife of a popular musician, ” Banky W”.
Imagine if this video advert was to be a movie, you know. I was actually curious to know what Ebuka and Adesua was up to as soon as I saw there faces on the video thumbnail. Hope you’ve watched the video advert? Watch the video below and you’ll understand very well these facts I state now.
3. The Packaging & Unique Selling Point/Proposition:
There are two contributors to the packaging of this products and that actually make over 65% of people here to think “H2Oh is another Juicy Drink”. My dear, it’s just packaged to make us feel that way and eventually to make water jealous. And its packaging that differentiates its two ranges of products:
If you look at it well, you’ll see the first contributing factor to its package is the ” Appearance “. Of course, the container coupled with the green colorful graphics of its label is very eye-catching. The day my little sister wanted to tell me about H2Oh, she said:
” Sister, Have You Seen That Billboard of a Beautiful Actress Holding a Lemon Juice ?”.
The Second Contributing Factor To Its Packaging is its ” Flavors “. Anytime they talk about it as a lemon and lime flavoured or tangerine flavored water, someone might think it’s one of these citrus drink.
But This is Actual Where They Sell This Product! Their Unique Selling Point Lies On This Packaging!
H2oh! is a sparkling flavoured water, packed with a refreshing taste that gives you a zest for life.
It’s just flavor, I mean scent. Of course you know that is an exciting selling point because you must’ve encountered atleast one pure water or table water that has an annoying odour that won’t even allow you to drink it. But H2Oh claims to add scent to their packaging and still that doesn’t make it different from ordinary water.
4. The Brand Owner
Finally the company that owns this product ” H2Oh “. Just the same way ” Eva water is owned by “Coca Cola” Company. H2Oh is owned by 7Up Company. This company is already a challenger, a luxury company with a great percentage of market share. Also they already built good loyalty based products with performing brand.
Imagine if it were to be a new player that entered the market claiming that water is gonna be jealous? How many people will agree to try the product? Or check out its advert. Seeing 7Up Logo as a The Owner of The Brand Is a Huge Advantage.
To round it up, your brand is whatever that interacts with your target customers emotion and you can see how 7up company pushed H2Oh brand simply by interacting with emotions at every step they took.
Your business is all about your customers, marketing is everything about your business, the blood that circulates within every system of your business, the alpha beyond omega of your business and has deviated from the 4Ps framework to SAVE model because everything is focused on building your brand. Your brand is whatever that interacts with your customers’ emotions, wins such emotions and satisfies them to the extent that they refer more customers to you, at the end building a loyalty base of happy customers which will be the cornerstone of your business during future crisis.