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
Do Business Better!
Quite a number of things influence what we see in the market. Though the market may vary and change from time to time, there are factors that remain constant. These factors are perceived as controllers of the market because they determine the changes that occur in the marketplace. The marketing mix or the 4Ps as it is popularly known is a factor that no entrepreneur can ignore.
Global business experts understand that the marketing mix is an essential ingredient for measurable growth. This group of persons have paid keen attention to their target market and are conversant with the ‘ins’ and ‘outs’ to raking in continuous profits.
The marketing mix is widely considered as the foundation model for businesses. It consist of marketing tools used to attain marketing objectives in any target market. The marketing mix further represents four levels of marketing that directs the decision of an entrepreneur. These 4Ps are Product, Price, Place, and Promotion.
However, there is an updated version to the marketing mix with the addition of Process, Physical Environment and People, making it a total of 7Ps. The relevance and influence of the marketing are inexhaustible. These 7Ps obviously sound familiar but many enterprises have failed due to lack of knowledgeable marketers. Therefore, the first step is having a better understanding of the concept.
The marketing mix concept is like a puzzle that entails you fix the right product in the right place at the right time and at the right price. The trick to it is to know the right combination that eventually leads to success.
The first part to the marketing mix is the product. For any entrepreneur launching into the market, building or designing the right product needed in the market. During the process of developing the product, an extensive research on the product’s life cycle should be conducted. The life cycle of every product includes the growth stage, the maturity stage, and the sales decline stage. Studying any product’s life cycle will guide marketers in revamping a product when it gets to the sale decline stage, thereby retaining its position in the market.
The second piece on the marketing mix puzzle is price, which is usually the amount customers pay to purchase the product. Pricing is a necessary part of the marketing mix because it is determines the profit margin of the company. Whenever price is adjusted, sales will be affected. Most business owners consider pricing very sensitive as it forms a perception of a product in the minds of customers. Pricing can be quite tricky, as a product with low pricing could be perceived as inferior while one with a high price could be seen as too expensive.
After designing a great product and determining the best price for it, knowing where to place it is another crucial part of the puzzle. The product has to be positioned in readily and easily accessible places. To achieve this, entrepreneurs must first understand their target market and the best distribution channels.
In order to gain more traffic and attention to a product, promotion must come to play in the puzzle. This brings more recognition to the brand, boost its image in the eyes of prospects, and communicate the values of the products. Promotion can be done through the following ways, advertising, sales promotion, public relations, sales organisation and the ever-effective word of mouth.
Though this is an extension of the marketing mix, it is also an important aspect businesses should put into consideration. Researching about the people and their needs will help in designing a good market strategy. It is also necessary to hire and equip the right staff for any company seeking expansion. Basically, every person involved in making the business a success should be paid attention to.
Process is another addition to the puzzle but still is an imperative part of the business. The process of an organisation determines it execution. Any organisation thriving in the world has a well-detailed process that minimises cost. In defining the right process, every segment of the enterprise must be thoroughly deliberated.
The last thing on the puzzle is physical evidence. After every delivery, there should be a physical evidence. Physical evidence refers to how a business is perceived in the market, or the impact of its presence and literally everything that help shape consumer’s perception about the product or brand’s.
There you have it; we hope you begin to fix these Ps rightly.
Written by Jennifer Chioma Amadi
Do you need help in developing a business strategy? Send us an email at email@example.com
Do Business Better!
There are only a few logos in the world that have a futuristic feel to their design. These set of logos are not only remarkable but are timeless and ever refreshing to behold. They continue to effectively communicate the brand’s core values with ease. One of such exceptional logos is Airtel’s.
From a rather complicated identity, Airtel transformed to a more defined emblem referred to as the ‘Airtel Wave’. Through this logo, the brand has gained retention and recognition since the symbol is one that can hardly be forgotten. Stick around longer to find out the meaning behind the Airtel logo.
Founded by an Indian entrepreneur, Sunil Bharti Mittal, in 1984, as a small mobile network provider, Airtel has since then enlarged its territory to many countries. It is regarded as the fifth largest mobile network in the world with over 386 million subscribers.
At the beginning of its journey, Airtel used a plain logo that didn’t exactly communicate the brand easily to its customers. The logo was a blend of many colours and the word Airtel was divided into two sections, ‘Air’ and ‘Tel’. The former was written in black on a white background while the latter was written in white on a red background which was sometimes accompanied by the slogan, “Express Yourself”.
During a thorough rebranding of the company in 2010, Airtel introduced a new identity that showed the brand’s repositioning. To get a name for the new logo, the company initiated an online contest for customers to suggest the best name. Among all the name suggestions, ‘Wave’ stood out and was adopted as the logo’s name. The company interpreted ‘Wave’ as a switch to “Dil jo chahe paas laye” which meant the brand’s communication on air. It also indicated the company’s continuous effort towards innovation.
The current logo which resembles a curved ‘a’ which is highlighted to indicate dynamism, warmness and friendliness, was designed by London-based brand agency, Brand Union. According to the company, the emblem symbolises a force of energy that draws the management and customers closer. The modified Airtel logo represented a symbol for humility which customers could find relatable.
The stylishly curved “a” known as the Airtel Wave is the basic idea behind the brand’s identity. The “Wave” represents the swift changes that the brand regularly offers its customers and shows the futuristic side of the brand.
According to the company, “Our unique symbol is an interpretation of the ‘a’ in Airtel. The curved shape and the gentle highlights on the red colour make it warm and inviting, almost as if it were a living object. It represents a dynamic force of unparalleled energy that brings us and our customers closer. Our specially designed logo type is modern, vibrant and friendly. It signals our resolve to be accessible, while the use of all lowercase is our recognition for the need for humility.”
Red is one colour that the company has stuck with over the years despite the changes that may have occurred. To the company, red interprets passion, energy, and dynamism. Unlike the previous logo that had a mix of colours, the current Airtel icon is simple and easier to remember.
Here is the company’s opinion about the predominant colour;
“Red is part of our heritage. It is the colour of energy and passion that expresses the dynamism that has made Airtel the success it is today, in India, and now on the global stage.”
A unique typeface that has an appealing visual harmony with the wave element was used in designing the logo. The lines that formed the letters that spelt the word “Airtel” were carefully designed in order to give it the special effect.
Written by Jennifer Chioma Amadi
Do you need a unique logo? We’ve got you covered. Send us an email at firstname.lastname@example.org
Do Business Better!
Hardly would you find an athlete who is not familiar with the swoosh symbol. The trademark is virtually on every sport attire you think of. Over the years, that simple but stylish Swoosh symbol has become Nike’s identity and has added to its fame.
Wondered how Nike, the American athletic brand, gained so much recognition and increased its worth? Let us do some unravelling.
Many would say that the creation of Nike in January 25 1964 by Bill Bowerman and Phil Knight, brought about a revolution in the sport industry. The company first ran with the name, Blue Ribbon Sports (BRS) until May 30, 1971 when it changed to Nike Inc. As part of their rebranding plans, the company began to make use of the Swoosh emblem.
The famous Swoosh logo was craftly designed by Carolyn Davidson in 1971. At the time, Davidson was a graphic design student at Portland State University. She had met Phil Knight who was teaching accounting at the same university. Knight wanted a stripe-like design that would not look like that of its competitors. Davidson designed several marks before the final mark, which symbolises motion.
Since its creation, the Swoosh has gone through only a few changes. The most popular version is the solo swoosh but most often, the emblem is used alongside the brand name, Nike. The logo is used mostly in red and white colour palette and more recently, black.
Since 1988, the Swoosh has been accompanied by the brand’s famous tagline, “Just Do It”. Both the Swoosh and the tagline together communicate the brand’s values and belief. As a major marketing strategy, the brand uses high profile athletes to advertise its products.
The common meaning of the Swoosh is that it communicates motion and speed. However, beneath the simple design lies a deeper meaning because it symbolises the wing of the known Greek goddess of victory, Nike.
Though the logo initially appeared in different colours in a means to be distinguished from other brands, subsequently some primary colours were chosen. The most popular colours used are red and white colour palette. While the red colour indicates passion, energy and joy, the white colour denotes nobility, charm and purity. In recent times, the black colour palette was introduced.
In 1994, the brand’s name NIKE was written in an all caps Futura Bold font along with the Swoosh symbol. In the preceding years, the brand utilised only the Swoosh emblem as its corporate identity.
Due to its simple design that is easily recognisable, Nike’s logo automatically stands out from the crowd. It is listed as one of the most successful and high quality brands in the world. During advertisement, the brand consistently shares its message through its logo. To gain more popularity and dominance, Nike uses the Swoosh logo in endorsing great athletes. So whenever one thinks of Nike, they think of victory.
DID YOU KNOW…
- Nike is the winged goddess of victory in Greek mythology, who sat at the side of Zeus in Olympus.
- The Nike logo cost a total of $35 to be designed by Carolyn Davidson in 1971
Written by Jennifer Chioma Amadi
Do you want a creative logo design? We design beautiful logos! Send us an email at email@example.com
Do Business Better!
One characteristic of a good brand is identifying a need and proffering the best solution for it. Having identified people’s desire for a secured future, ARM Pension was established. With the slogan, “tomorrow is looking good,” the brand serves as a form of assurance to its clients.
In the intervening years, ARM Pension has become associated with financial security and has gained the trust of many customers. For retiring workers, the brand is viewed as a safety net to fall back on. Let’s find out how it has gained this trust overtime.
In December 2005, ARM Pension Managers Ltd was granted license, amongst seven other pioneering Pension Fund Administrators (PFA), by the National Pension Commission. ARM Pensions which is a subsidiary of Asset & Resource Management Company Ltd (ARM), has evolved to become a notable brand in Nigeria. The company has gone ahead to earn the reputation of a leading, reputable investment management firm with a very successful track record of protecting and growing investments for private investors and institutions for many years.
Asset & Resource Management (ARM) Group, at the initial stage, began with the vision to be the fastest growing, most efficient and customer-friendly PFA in the country with an aim to constantly deliver value to clients. Over time, ARM Pension has stayed true to this vision, and continues to make effort towards delivering excellent customer service. The brand uses customer feedback collected from different channels to improve its services.
Over the years, the company thrived by fulfilling the dreams of many workers who aspire to maintain a sufficient and stable financial lifestyle even after retirement. The brand operates with principles that tend to preserve pension assets and investments and yield returns through an excellent administration. ARM Pension works with a philosophy to deliver long-term value added growth and manages risk.
Knowing the value customers add to the company, during its tenth anniversary in 2015, the brand launched a remarkable campaign tagged #Iam10 with the target to appreciate customers for their patronage. This creative approach provided a platform for users to create ambitions in pictorial formats and this was in line with ARM Group mantra “Realising Ambitions”.
As time unfolds, the ARM Pension continues to live up to its achievement as Nigeria’s most prominent and respected financial service brands. It strives to retain its reputation in Investment Management, Research and Pension Fund Management.
With a firm vision, it runs; “To be the fastest growing, most efficient and customer-friendly PFA in Nigeria, consistently delivering value to our customers”
The brand is on a clear mission; “To provide a better future for our customers by offering superior service and value, and upholding high standards of professionalism”
A solid brand is never complete without concrete values. ARM Pensions is founded on the following values;
Building trust is an unbeatable market strategy ARM Pensions has dedicated its time and effort to. Once there is trust, customers will always flood in. This brings us to the questions; how have you been able to build trust for your brand?
Written by Jennifer Chioma Amadi
Want to build a sustainable brand? Send us an email at firstname.lastname@example.org
Do Business Better!