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
On the 3rd of August 2019, the city of Port Harcourt was smoking hot with fumes from roasted plantain and fish engulfing the atmosphere, dust raised by thousands of people, and beats of different types of music blaring from speakers. The fuss and the standstill traffic were evidence that Bole Festival 2019 had taken over the town.
It baffled a lot of persons that a single event organized by just one brand had the ability to pull such crowd and literally turned the very quiet Obi Wali center to a beehive. The crowd was a mix of regular fun-loving individuals, on-air personalities (OAPs), and press agents from different media houses were present to capture every moment of the event.
But then the main VIPs of the festival were the wide range of vendors who made their products and services available to spectators and buyers. The highlight, however, were the entertainers invited to light up the event. It is safe to say that the event would have been nothing without the blend of people present that day.
Away from the jamboree, now let’s look deeper to see why Bole Festival was a huge success. Everyone who has ever tried to plan a project or host an event would certainly agree that it is not an easy feat! No matter how small that project or event, it requires a hundred percent brainstorming, planning, and organization to have an excellent execution. It was evident that the Bole Festival was well planned which is why we think the team deserved some applause. So here are a few things we observed;
Good Social Media Strategy: For a brand seeking to attract hundreds of people from around Nigeria and outside the country, it must leverage the power of social media. Being its fourth edition in the business of hosting the event, the Bole Festival crew made good use of their social media platforms to spread the word about the event. In the social media campaign, they focused on the fun facts about the festival while they watered the appetite of potential attendees with promises they couldn’t resist. We dare say the crew kept their promises. They also made good use of hashtags which flowed with their theme for this year, Our Taste, Our Culture, which resonated with the people.
Easy Payment: One thing customers dread is going through too much hassle to pay for a product or service. And their fear of online payment is endless! So including the option of online payment is sometimes a risk that only brave brands opt for. Yet the Festival’s crew was able to make the payment process, especially the online option, seamless. With just a few clicks on an internet-connected mobile phone, most attendees were able to purchase their tickets which was immediately sent to their emails. Several outlets in strategic places for the buying of tickets were utilized as well.
Partnership: Getting partners that believe and support a brand to the fullest is usually one of the toughest parts for most brands. However, Bole Festival has been able to break that limiting factor as it had quite a lot of sponsors and partners. Well, one thing is for sure, the brand must have proven itself worthy enough for partnership. Remember the first thought on every partner’s mind is “what’s in it for me?”
Variety: Though the main event is centered on bole, it was refreshing to have other options displayed by different vendors. This also presents the Bole Festival as an umbrella that houses and supports different types of brands especially SMEs. It speaks a lot about Bole Festival’s core values.
You can see more photos and videos at BOLE FESTIVAL
So, there you go! Those are our observations, but we would love to hear yours. Tell us what you think about Bole Festival in the comment section.
Written by Jennifer Chioma Amadi
Want to learn more about brand strategy? Then attend our branding Bootcamp this August. See details at BRANDING BOOTCAMP
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Attracting customers require a whole of consistent efforts, here is one that most great entrepreneurs in the world use. This strategy presents you as a go-to expert and it boosts the confidence of potential customers. It starts with planning – if you are not skilled in public speaking, seek training to equip yourself. Mapemond can help you.
1 Identify your prospects – where are your potential clients located, what kind of events do they attend or groups they belong to and how can you connect with them.
2 Create relatable topics – pick the areas of your business and pain points that the prospects will easily relate with.
3 Get your marketing materials ready – prospects may need some form of materials to refer to later (Mapemond are your ‘guys’ for such quality marketing materials)
4 Be open to giving attention – be willing to hear others out, receive their own marketing materials and create a rapport.
5 Give the last punch – share the action you want the audience to take or the one thing you want them to remember for long.
Always be ready to speak in public, so you can be influential in your industry and smile to the bank frequently!
Written by Donald Alaye
Recently, we did a brand comparison on people’s preference between Big Cola and RC Cola. It was quite an interesting topic as people gave various reasons why they prefer any of the brands, varying from how they liked their business strategies down to their prices, taste, and size.
Based on analysis, 50% or respondents preferred RC Cola reason being that its average sugar content, 5% have never heard of any of these brands, 10% preferred neither of them, 15% went ahead to mention their preference for coca cola which was not in comparison while 20% preferred Big cola because of its size.
Despite these differences, we can all agree that each of these brands have carved a niche for themselves in the Nigerian beverage market.
Got your own opinion on any of the brands?
Please share with us in the comment section.
Note: If you need market research services, we are your guys!
Impression is everything in business, if you make a good impression on a potential client they may eventually become a customer and this is because clients notice the small things you do. So it’s important that you make extra effort.
If you run a walk-in business with high customer traffic, these tips would help you make a good impression.
- Greet your clients by name and in a warm and unique manner – you could welcome them by calling them by name or a unique way to welcome them.
- If suitable, offer a drink or cup of coffee to make clients feel more comfortable when they work into your office.
- Carefully choose your décor: your office appearance and ambience is important, the colours you use can be repulsive if it is not soothing to the average person. Therefore, it is important you pick your décor according to your brand identity.
- Keep the environment clean – your space should always be kept clean, neat and tidy. Ensure that every spot is shiny after use, no overflowing bins, cobwebs, mop sticks, and so on.
- Teach all team members courtesy and mannerisms.
These practices are observed by prospects and endear them to your brand; it also builds loyalty with existing clients.
If you need ideas on making the best impressions, Mapemond can be of service to you! Send an email to firstname.lastname@example.org
Branding is never just about your logo. It is more about creating a unique identity, which actually requires time and effort. Sometimes it could mean working with consultants to get the expected response from your promotional materials and even more.
Anyway, the good thing here is, if you are reading this you will be getting free advice from us.
Not Investing In Your Brand Elements
Your brand elements are your Logos, Tagline, Colours, Fonts, Brand voice and icons. If you do not have a story behind these, you cannot attract people.
Ignoring Researching On Your Competition
There is no harm looking out for your competition and learning all there is to learn from them, especially if they are doing pretty well. Study their moves and you might get an insight to do something better.
Not Clearly Stating Your Offering to Differentiate You
It will do you good to digest the fact that there are alternatives to your product and services. You have to state what your value propositions are in a clear manner that will make them prefer you to the other brand. It is not always about lower price, it just could be the experience of a fulfilled dream.
Over Looking Your Inconsistency
What you say must match what you do; this is what makes you a brand to reckon with. Customers will quickly leave you if you cannot be consistent with all of what you say.
Neglecting Brand Experience
Brand experience is what fosters brand evangelists. Every contact with your brand should be a worthwhile experience; your product, service, customer care etc. Your greatest mistake will be not to create a positive experience for your customers.
Hope this helps you #DoBusinessBetter
Written by Donald Alaye
At Mapemond, we are your guys on all things brand identity creation, marketing communications, media relations, content development and more. You can reach us via email@example.com
Think of a brand with the most soothing effect to its presentation– you know that brand whose slogan and appearance ignites hope and reassures you of a better future. It will be surprising if your mind does not get a light bulb with LG as the centre of attraction.
With its simple design and that timeless slogan, “Life’s Good” to complement its quality products and services, LG remains one of the most remarkable brands that has ever existed. It has effortlessly created a memorable icon and earned itself worldwide recognition. This has qualified it for our logo unravel this week.
What we know as LG started with the name Lak-Hui Chemical Industrial Corp in 1947. The company’s main focus then was plastic products. In 1958 the name was changed to Goldstar Electronics and later Lucky-Goldstar, which was a combination of two businesses. Though the company’s focus had shifted to electronics production, it continued to produce plastics and chemicals as well.
The brand which sprang from the shores of South Korea made history as the first company to produce the first radio in South Korea. Today it has become known for production and distribution of electronic products used in several parts of the world.
In 1995 the company created a new brand identity, LG, which set it on a whole new pedestal. It was at this time the logo and the company slogan was revamped. The company’s aim was to convey all of their brand attributes with one colour, two letters and the simple shape. The logo and slogan literally represents what the brand stands for.
The company’s identity revolves around two letters ‘L’ and ‘G’ that corresponds with its slogan, “Life’s Good”. The logo represent the pillars upon which the company was founded on “Global, Tomorrow (Future), Energy, Humanity and Technology”. The letters L and G fixed inside a red circle interprets the company’s main ideal, humanity.
The icon signifies the company’s resolve to create a lasting relationship with their customers, ensuring that they achieve the highest satisfaction. The logo is designed in such a way that the G looks like an on-button showing that the company is an electronic company. Also the combination of all the elements in the red circle has an effect of a smiling human face.
The logo was given a 3D transformation which was an intentional act by the company to give it a futuristic appeal. In their words,
“strengthen the visual impact of our symbol mark and help communicate our attributes.”
The LG logo colour consist of three elements in its colour scheme- the brightest colour is the dark shade of red that is referred to as “the unique LG Red colour”. This colour represents friendliness and the brand’s commitment to deliver the best.
A closer look inside the red circle, the company’s name is stylised in white. There is also a customised grey colour used for the characters next to the logo. The shade of grey used is usually darker but in recent times a lighter version is being used.
The original LG logo used the Helvetica Black font. The company gave its wordmark a facelift in 2015 that gave the letters in the red circle look larger but slimmer and more readable.
Written by Jennifer Chioma Amadi
Do you need a brand identity? We are your guys! Send us an email at firstname.lastname@example.org
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