The quality of people involved with a brand from the founder to the management team, team members/employees will ultimately shape what the brand becomes.
What you can do.
a) Work on yourself. Don’t be an obstinate entrepreneur or executive. Provide quality leadership. We helped a client recruit and onboard a team of smart young people but they are ALL on the verge of exiting because the Boss makes the work environment very toxic.
b) Profile your desired team. Determine the kind of team you want to build and the kind of persons who will best fit into the team in terms of experience, character and all other essential qualities.
c) Position your brand rightly. Put the necessary things in place to attract, onboard, and retain the right persons for the brand. Your brand should also be appealing and inspiring to employees, not just customers. Sell your brand to the people you want to build it.
d) Provide growth opportunities. If the quality of your team will grow, then you must take training and growth seriously. You can organize in-house training and also engage external trainers. Give responsibilities to team members, so they can learn and grow.
e) Provide mentorship. If you are a small business or startup, chances are that most of your people will be millennials. For you to get the best out of them, you have to mentor them and help them navigate their path to success.
f) Set guidelines. Decide the direction you want for the brand and set the guidelines for every team member to align. Everything that matters to the brand and cannot be compromised, spell it out clearly.
This is why as a brand consulting agency, we also work closely with Clients on talent recruitment and development. We work with a lot of young people and in the process, we prime them for whatever brand they may get involved with.
Building profitable and reputable BRANDS is what we love doing. Let’s help you build yours.
More lessons coming on what makes a solid brand.
Every brand is perceived in a certain way and that perception is concluded as its personality.
The personality of any brand is what is referred to as its archetype. Regardless of their geographical locations, size or nature, brands all over the world have different archetypes that distinguish them from others. It is based on this, customers are able to relate with or draw conclusions on a brand.
Now the simple question we would like you to answer is, what brand archetype (or identity/personality) are you assuming knowingly or unknowingly for your business? Whether you are aware or not, your business has been operating with an archetype that may be good or bad. Moreover, the personality your brand has taken is what it would be known for and its success will be largely dependent on it.
There are twelve basic archetypes (or identities) that a brand could assume. We have listed them below alongside a brief description of each one. As you read through, try to identify which archetype best describes your own business.
1. The Innocent: Always want to be happy
The innocent brand is driven by an ambition to get the best from life. Brands like this tend to look for happy ways of escaping negative traps and simply want to be free. They always want to get things right and would not want to do wrong things that may attract punishment. With their positive attitude, they are able to overcome challenges seamlessly. These kinds of brands aspire to keep their customers happy and hopeful. Under this category, we have brands like McDonald’s, Dove, ToysRus, and Coca-Cola.
2. The Explorer: Wants to break free and discover other things
The explorer brand as the name implies is given to adventure and new discoveries. They are ambitious and trendy, always seeking for new ways to cross hurdles. They find pleasure in exploring new opportunities and also pushing new initiatives. Explorer brands create products and services that are thrilling to their customers. Their products are usually designed to give customers more freedom. Brands that fall under this category are Go Pro, Jeep, and Timberland.
3. The Magician: Making dreams come true
Brands with this kind of archetype make everything dreamy. They awaken your imagination and make it run wild. They take you away from reality into a fictional world that speaks loud of their creative ability. The Magician brands run with a vision which they pursue with determination until they achieve it. Brands in this group act as a catalyst for new innovations. They are intentional about giving each customer a long-lasting personal experience. This set of brands is always searching for solutions to problems and ways to make the world better for their customers. They can also be referred to as healers or visionary. Some of such brands are Disney, Red Bull, and Mary Kay.
4. The Outlaw or Rebel: Revolutionary
The Outlaw or Rebel brand dreads dwelling in the box. They are radical and don’t enjoy restrains which is why they have the tendency to rebel against an opposing factor. They are fearless and can challenge existing rules. They move on to develop new standards. Outlaw brands form some sort of cult that pulls the crowd with their beliefs. Brands in this are Harley Davidson, Charley Boy, etc.
5. The Ruler: Wants to be totally in charge
Ruler brands are authoritative brands. They have a strong personality that tends to be controlling sometimes. They have a great sense of masculinity. The Ruler brands present themselves as experts in their industry. They are usually rated high and occupy leadership positions. They often use their power to promote order and produce more results. Budweiser although not a ruler brand completely, uses the ruler brand archetype for its slogan “King of Beers”. Regular examples of a Ruler Brand are Rolex, Google, Rolls Royce, Hugo Boss, Microsoft, and Donald Trump.
6. The Lover: Make you fall in love with them
The Lover brand evokes the emotions of their customers. They try to meet their needs and also make them feel special. The Lover brands believe love is the bedrock of everything and as such make it the center of their services. Their aim is to create an intimate relationship with their target audience. They are usually committed and passionate about their goals which are geared towards flooding the market with their irresistible offers. Examples of such brands include Chanel, Victoria’s Secret, and Celine Dion.
7. The Sage: Knowledge bank or seeking truth
The Sage brand is an intellectual brand that loves to seek and share knowledge. The Sage brand creates an environment that promotes teaching and learning. They are always in a search for answers to questions most brands have been avoiding. The Sage brand is known for intelligence and problem solving. Some of the brands that can be classified as Sage include Harvard University, National Geographic, Peter Drucker, Paulo Coelho, etc.
8. The Jester: Lives in the moment
The Jester brand is playful and full of humor. It operates with one clear goal which is to have fun. Brands under this category would never want to pass across as boring. They don’t worry about problems but rather live in the moment and see how things unfold. They try to create a cool impression of the present and use several means to lighten the hearts of their customers. The Jester brand infuses fun into all its activities even during critical brainstorming moments. They encourage people to play and embrace their inner child. Examples of such brands are McVities, Old Spice, and Saka.
9. The Nurturer: Loves to care
The goal of the Nurturer brand is to care for others selflessly. They are known for altruism, compassion, empathy, and generosity. This type of brand looks out for the safety of its customers. They often portray family image and promote service to humanity. They educate people on better healthcare tips. Baby care products such as SMA, Johnson & Johnson, and Pears are all examples of Nurturer. Other brands like Ford are also under this group.
10. The Creator: Wants perfection and inspires imagination
The Creator brand works with a big picture in mind – a vision. They are focused on creating, developing or revamping fresh ideas and would remain dogged until they accomplish it. Their fulfilment comes from the end result of their inventions or innovations. Most marketing and technology brands fall under this category. Most times they are considered perfectionists. Examples of such brands are Lego, Canon, and Apple.
11. The Regular Guy/Girl: Wants to belong or offers a sense of belonging
The Regular Guy/Girl brands are those that make efforts towards the satisfaction of their customers. They try to promote a sense of equality and humility in the minds of the customers through their products or service. They produce their products with quality in order to increase the level of trust customers have for them. The target is to always create a sense of belonging. Examples of such brands include Wrangler, Barack Obama, and Budweiser.
12. The Hero: Wants to prove itself
Hero brands are on a mission to succeed and show they are worthy. They despise failure and only leverage their strengths. Hero brands are determined to make a difference and impacting the world greatly. They present themselves as superior brands and often times use striking images and colors to communicate their brand values during marketing. Examples of such brands are Duracell, Nike, and the US Army.
As you aspire to be a global brand or conglomerate, ensure that you put these things in perspective to align accordingly, the market will give the verdict ultimately. Knowing the archetype your brand should be helps you become more intentional with your marketing communications (particularly what you say and how you say it).
Whether you like it or not, your business will assume its own personality and it’s best you don’t leave it to chance. Consciously design and harness the personality you want your business to represent as a brand.
Do you need help in branding your business? Let’s do a great job for you. Send us an email at email@example.com
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Branding is ultimately about winning in business, so we publish articles to equip you with strategic business insights for success. Before launching deep into any business, you should settle down to answer some critical questions. These questions are like guiding lights that drive the course of your business plan and helps you develop the best pitch.
You could develop these questions after a proper market survey and analysis. They should be based on your daily observations of the market, the product you are sending out and the reactions of the target customers. You must consider the challenges your product or service might face.
Recently, one of Africa’s most successful entrepreneurs, Strive Masiyiwa, shared some tips on his Facebook page on what to look out for if you are trying to prepare a business or investment plan, which we thought to share with you.
Here are the ten things he shared:
1. What is your product or service and why is it innovative or unique?
2. What big problem does it solve and what is the market opportunity?
3. Who are your main competitions?
4. What traction does your venture have?
5. What are the main risks or challenges you face?
6. How does your venture make a positive social impact?
7. What is your venture’s current financial situation?
8. Was your model designed to achieve scale?
9. What milestones will getting the needed capital, help you achieve?
10. How will an investor make money if he or she invests in your company?
We are sure that the above questions must have taken you back to the drawing board. Let us know if you had a hard time answering them.
Written by Donald Alaye
We can help you with your business development plans. Send an email to firstname.lastname@example.org
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The emergence of smartphones began a new era in the mobile phone industry. Smartphones have undoubtedly become an important part of our lives that we can hardly do without. They are referred to as the new personal computers because aside calls, smartphones come with enabling features that have brought more ease to our lives, businesses, and generally changed our society greatly.
It would interest you to know that prior to 2007 smartphones were not as affordable and rampant as they are now. In fact, twelve years ago, the mobile phone market was mostly saturated with Nokia Symbian phones, Samsung and Apple smartphones. While Nokia phones were affordable, they had numerous limitations. On the other hand, Samsung and Apple smartphones were too expensive for most customers in Africa to afford.
Having identified this gap in the mobile phone industry, TECNO launched itself as the most affordable smartphone brand. This singular move set a new tune in the market and brought more competition thereby giving the big brands a run for their money. TECNO came with an innovative approach and consistency to achieve customer retention. The brand literally rewrote the state of art of technologies by producing localized products under the principle of “Think Globally, Act Locally”.
The TECNO brand has proven that a need in the market is always an opportunity for brands especially new ones to gain a breakthrough. The founder of TECNO mobile, George Zho, knew this early and worked with the vision of solving the need of mobile phone users in mostly Africa, right from its inception in 2006. Notwithstanding being a Hong Kong based brand, TECNO mobile has become a household name in different countries as it keeps its innovative game on and leaves other phone brands trailing behind. The brand has remained committed to offering consumers with satisfactory mobile communications solutions.
As a subsidiary of TRANSSION Holdings, a company dedicated to producing high-quality smart devices and mobile internet service that can compete globally, TECNO as its flagship brand has become one of the leading phone brands in the world. TRANSSION Holdings has built its brand portfolio with superior mobile phones like TECNO, itel, Infinix, Carlcare, etc.
Though TRANSSION’s first attempt on a TECNO mobile wasn’t as sleek as what we now know the recent ones to be, and didn’t have a smooth entry into the market, the brand strived against all odds. With several modifications and innovations, the brand bounced back stronger, dominating its industry in just a short period. Following market research, TECNO mobile identified Africa’s need and dived in to solve it which led to its success, thereby making Africa its number one customer base. The entrance of TECNO mobile into the Nigerian market changed the telecommunications narrative in the country. It offered the customers more choices with different features that were affordable and this earned the brand more users.
Apart from its affordability, TECNO mobile also holds the reputation of being the first dual-SIM phone brand supplier in Africa and holds 40% of market share in major African countries. The brand has further established itself as a global player in the telecommunications industry expanding to continents like South America and Southeast Asia. The success of the brand can be ascribed to well-designed strategy and systematic management.
From solving an identified need, TECNO mobile has earned several recognition and awards. With its outstanding smartphone product chain that is uniquely designed, TECNO continues to beat its counterparts in the mobile phone industry. The brand’s strength focuses on innovative designs and manufacturing, sales and services.
The parent company, TRANSSION Holdings operates with a vision that has had a ripple effect on every aspect of the business especially in the quality of their product. Here is the company’s vision:
“To provide consumers in global emerging markets with their favourite smart device and mobile internet service.”
The company has a detailed mission statement, which is to:
- Be a moral conscious company.
- To provide users with smart device and mobile service that they enjoy;
- To provide partners with profit earning solutions and help them fulfil their potential and value;
- To create material and spiritual happiness for employees;
- To create value for shareholders.
- Become an outstanding representative of Chinese private enterprises which establish their business overseas.
The brand functions with values that have shaped its products and services. They are;
The brand has a culture that helps its organization thrive.
“To continuously thrive as a market leader among the industry, we must look ahead, think big and get ready for challenges. We must stay abreast of the changing market demands and fulfill customers’ expectations. That’s what our corporate culture is all about. It is the motivation, guideline and target we are following to succeed in our business and dreams.”
Written by Jennifer Chioma Amadi
Do you need to get your brand positioning right in the market place? We can help. Send us an email at email@example.com
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Acquiring customers require a great deal of effort; they should not slip through your fingers too easily. Here are some mistakes to avoid if you want to retain your customers significantly:
1.You’re not romancing them enough – Clients deep their hands in their pocket to buy from you because they love how you meet their needs. Take advantage of this and make your service delivery and relationship more soothing. Simply romance your money out of them.
2. You have a marketing effort that sucks – Customers want to associate with a brand that makes them proud. If your marketing effort is not as impressive as that of the competition, even old customers will be lured away from you. You need to pay attention to all of your marketing materials and efforts.
3. Not asking for enough feedback – Do you have a system to receive feedback from customers? It helps you know what your product/service is like in the view of the customers. Customers have a wealth of ideas to improve your business and you can only get that when you ask.
4. Outlive your usefulness – You must constantly reinvent your products/services to keep customers glued to you or they will slip away to more interesting options.
5. Inconsistency – Ensure that you maintain a consistent identity and appeal so that your customers will not drift to options that make a stronger impression on them with consistency.
6. Reward loyalty – Customers are more likely to stick with you if you appreciate their patronage and also reward them for being loyal, the little perks, bonuses or souvenirs matter.
The truth remains that customers will move on overtime, but try to ensure that you do your possible best to keep the much you can.
Written by Donald Alaye
Barely two weeks ago, 14th of August 2019 precisely, Nigeria’s premier motorbike hailing service, Gokada, announced a temporary shutdown. The unexpected close was as a result of the unpleasant experience the CEO, Fahim Saleh, had when he used one of the bikes. In our previous article, Fahim spoke about his disappointment and his plans for an upgrade.
The plans were geared towards improving the services of the brand based on the standard the company has set for itself. In the words of Fahim,
“Gokada has always prided itself on setting the standard in the market for safety and service.
Hairnets, DOT certified helmets, extensive training – these are all reasons safety on our bikes have been so consistent and how we were able to convince so many to give this new age bike taxi a shot. As we scale, what we have now would be the template for what all our future pilots will follow.
We took the risk to pause for a moment and improve on that template in order to provide our customers with exceptional service at scale.”
As envisioned by the Gokada team, the brand was relaunched on 26th August 2019 with an upgraded version, Gokada 2.0 after halting its services with the intention of improving its safety standards and train its pilots, equipping them with advanced driving skills with a focus on safety, GPS navigation, and optimized customer service delivery. Gokada added more quality by overhauling its motorbike fleet completely and acquiring efficient TVS motorbikes alongside Bluetooth enabled helmets to enhance communication.
“We have introduced a new helmet, new motorcycles and we have partnered with a Chinese Company (TVS) to bring the motorbikes to them directly from the manufacturers. We needed a bike that is of high quality and consistent.
We chose TVS because we believe it will be on the road for more time. It is of high quality and I have visited their factory and they work with BMW bikes. They also have innovation experience of over 46 years and it is a high-end motorcycle brand. It is safe and has quality,” Fahim said.
Ayodeji Adewunmi, Co-CEO, explained that the objective of the upgraded version was centered on customer satisfaction;
“Gokada 2.0 is all about our unflinching commitment to our customers.
We believe that it is better to suspend our operations for two weeks so we can retool and revamp for unmatched service delivery and exceptional experience with the Gokada brand for a long time to come.
It will be an incredible time to use the Gokada services as we journey to transform transportation in Nigeria and the rest of Africa. As part of this relaunch, we have also made several upgrades to the management team, and I am truly excited about Gokada 2.0”
Along with this upgrade is a goal to raise over $10m before the end of the year. Adewunmi mentioned this strategic plan during the relaunch announcement. He said this goal is part of the vision of Gokada which is to become the operating system for mobility, on-demand services, and financial services, driving social and economic inclusion across Africa. He stated that since the inception of the brand they’ve been able to raise $5.4m.
Gokada’s Director of Government Relations, Kayode Adegbola, was also positive about their new accomplishment especially the partnership with the Lagos state government;
“We are excited to continue setting the standard in our industry by exceeding all of the regulatory requirements in Nigeria and partnering with government organizations like the Lagos State Government to help move residents through quicker, more comfortable, safer and responsible means”.
Written by Jennifer Chioma Amadi
Are you in need of some rebranding services? We can take you through the routes. Send us an email at firstname.lastname@example.org
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