To BRAND or not to BRAND? How is that even a QUESTION? (PART 1) – by Lauren van Rooyen

As the founder of the MomBoss Kenya Brand, I have witnessed firsthand the growth of female entrepreneurs that have been a part of the MomBoss Movement since 2019. Before MomBoss Kenya launched, most of the work-from-home ladies marketed to the people living in their street, compound or referrals from family and friends. Adverts in 2019 were very basic, but as we encouraged our members to invest time and effort into the way they market to the public, using resources such as Canva, and motivating them to get serious about how they market their brand, there was a BIG shift. Our MomBosses in Business are now marketing like a formidable force, using various resources and platforms to promote their brand to our massive audience. The results are definitely paying off for the ladies who have been dedicated and disciplined in their marketing approach.

In this blog we are going to delve DEEP into the reason why BRANDING is not only necessary but an essential part of building a successful brand that will stand the test of time. Building an impactful brand does not happen overnight. Consistency is key here. So without further hesitation, let us get into the nitty gritty business of BRANDING!  

WHY IS BRANDING IMPORTANT?

1. Branding helps establish a company’s identity:  A strong brand helps a company to stand out in a crowded marketplace, and it communicates what the company stands for and what it offers that’s unique.
2. Branding builds trust with consumers: When a consumer is familiar with a brand, they are more likely to trust that brand and feel confident in their purchase decisions.
3. Branding drives consumer loyalty: When consumers identify with a brand and its values, they are more likely to remain loyal customers over time.
4. Branding creates consistency: A consistent brand message helps customers know what to expect from a company, both in terms of the products or services offered, as well as the overall customer experience.
5. Branding enhances the value of a company: A strong brand can increase the perceived value of a company and its products or services, which can in turn lead to increased sales and revenue.

Now let us look a little deeper into some of these points.

HOW DOES BRANDING HELP TO ESTABLISH A COMPANY’S IDENTITY?

Branding helps establish a company’s identity by creating a visual and verbal representation of the company that is consistent and recognizable. It’s all the elements that make up the company’s image and reputation, from the company name, logo, and color scheme, to its mission statement, values, and messaging.

When done effectively, branding helps to create a unique and distinguishable image for a company that is easily recognizable to consumers. This image helps to convey the company’s purpose, values, and benefits of its products or services. This, in turn, helps customers to understand what the company is all about and what it has to offer and helps the company to stand out among its competitors.

A strong brand identity also helps to build trust and credibility with consumers. When a company is able to effectively communicate its message and convey its image through its branding, consumers are more likely to perceive the company as professional, reliable, and trustworthy. This can be particularly important for smaller companies or start-ups that may not yet have an established reputation.

Overall, branding plays an important role in shaping the way consumers perceive and think about a company, and it can help the company to establish itself as a reputable and reliable player in the marketplace.

HOW DOES BRANDING BUILD TRUST WITH CONSUMERS?

Branding helps to build trust with customers in a few different ways:

1. Consistency: When a company’s branding is consistent across all of its marketing materials and customer interactions, it helps to create a sense of reliability and trustworthiness. Consistency in branding elements such as the logo, color scheme, and messaging convey a level of professionalism and care that can inspire trust in the customers.
2. Transparency: A strong brand often communicates the company’s values, mission, and the way it operates, which can help to build trust by showing the customers what to expect from the company and what it stands for. This can be achieved through various means such as the company’s website, social media channels, and other marketing materials.
3. Reputation: A well-established brand that has a positive reputation can also help to build trust with customers. Over time, a company that consistently provides good products or services and has a strong reputation can generate positive word-of-mouth and customer loyalty, which can lead to increased trust in the brand.
4. Emotion: Brands that connect with customers on an emotional level, by addressing and aligning with their needs, preferences, or lifestyles, can generate a sense of trust and loyalty. The emotional connection can be achieved through storytelling, value proposition, and overall messaging.

By building trust through consistency, transparency, reputation, and emotional connection, a brand can establish a stronger relationship with its customers and ultimately retain them for the long term.

WHAT ARE THE TOP BENEFITS OF FOCUSING ON BUILDING A BRAND AS OPPOSED TO SELLING FROM A PERSONAL CAPACITY?

Focusing on building a brand as opposed to selling from a personal capacity can offer a number of benefits, including:

1. Increased Visibility: A strong brand can help to increase a company’s visibility in the marketplace, making it more likely that customers will become aware of the company and its products or services.
2. Competitive Advantage: A strong brand can help a company to stand out among its competitors and differentiate itself in the marketplace. This can make it easier for the company to acquire and retain customers.
3. Increased Credibility: A strong brand can help to establish a company as a reputable and credible player in the marketplace, which can help to attract and retain customers.
4. Increased Loyalty: A well-established brand can lead to increased customer loyalty, as customers come to identify with the company and its values. This can lead to repeat business and positive word-of-mouth promotion.
5. Increased valuation: A strong brand can increase the perceived value of a company and its products or services, which can lead to increased sales and revenue, as well as improved valuation of the company in case of any mergers and acquisitions.
6. Easier Scalability: A well-built brand can make it easier for a company to expand and scale its business, as it will already have a recognizable image and reputation to build on.
7. Personal Protection: Building a brand also creates a barrier to personal liabilities, legal actions, or any other negative impacts, as the brand represents the company rather than an individual.

By focusing on building a brand, a company can create a lasting and recognizable image and reputation in the marketplace, which can help to attract and retain customers, increase revenue, and support the growth and scalability of the business.

Stay tuned for PART TWO on BRANDING where we will discuss where to start and what to consider when it comes to building a brand. I will be sharing some super helpful resources to help you on your journey and look at some of the most successful brands in the world today.

To have a look at PART TWO click on the link below:

https://mombossmarket.space/to-brand-or-not-to-brand-how-is-that-even-a-question-part-two-by-lauren-van-rooyen/

Did you find this content useful? I would love to hear your comments, feedback, and suggestions.

Article written by:

Lauren van Rooyen

Founder and CEO of MomBoss Market Space

E: lauren@mombossmarket.space

W: http://www.mombossmarket.space

FB: https://www.facebook.com/mombossmarket.space/

IG: https://www.instagram.com/mombosslauren_/

Disclaimer:

This blog is for informational purposes only and the views expressed on this blog are solely those of the author. The information presented on this blog is not intended to be a substitute for professional medical or mental health advice, diagnosis, or treatment. Always seek the advice of qualified healthcare or mental health professionals with any questions you may have regarding a medical or mental health condition. The author of this blog is not responsible for any errors or omissions in the information presented on this blog or for any actions taken based on the information provided.