Opinion: How best to kill your brand

by Nnadozie Egeonu

Customer will always want to know what is in for him; what extra benefits can he derive from patronizing you; why should he go for you instead of others?

Consulting for small and medium sized businesses is such an awesome experience, quite touching too when you find a lot of young and promising entrepreneurs build businesses, set out to make it a brand of sort and overnight kill it with sheer ignorance of some technicalities or avoidable mistakes. Here I have highlighted how you can kill your brand without knowing it.

  • Thinking that your product is your brand:
  • Putting what you want ahead of what the customer wants.
  • Failing to deliver on your promise. Deliver on every marketing word you tell. Trust is a stimulant for loyalty.
  • Allowing customers to be always ahead of you. Don’t wait for them to ask of a related service or product. Have all of them in your checklist. If you don’t have it, say you can always arrange for that.
  •  Not rendering any extended value to the customer or target market. Customer will always want to know what is in for him; what extra benefits can he derive from patronizing you; why should he go for you instead of others?
  • Not being dynamic: Being a step back of recent trends is dangerous. Always be in the future before your target market.
  • Not empowering your team or treating them poorly. Yes, in return they will care less about the brand.
  • Doing the ‘ME TOO’ thing. Stand out so your market can identify you.
  • Thinking that branding will help you make up for bad quality service and product: Good Content + Branding = Great Brand.
  • Treating customers as if they are ATMs or some sort of burden and disturbances. Understand that customers as human beings and try to connect with them on a personal level. They are the reason why you are still in the market, you are not doing them a favor.
  • Customers not experiencing you: Brands are built and destroyed through experience, one customer at a time.
  • Always giving reason why things go wrong.
  • Delay in delivery time; never keep a customer waiting.
  • Waiting to do marketing until you are ready to launch. Great brands commence branding long before they open their doors for customers.

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Nnadozie Egeonu is a Brand Analyst, who helps Small & medium Scale Entrepreneurs and start up businesses develop competitive brands, create alluring corporate images, and effectively project their products to their target markets. He blogs about Branding on www. brandigest.wordpress.com

 

Op-ed pieces and contributions are the opinions of the writers only and do not represent the opinions of Y!/YNaija.

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