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Managing Multiple Brands

Sometimes, staying focused on building your core brand and simply having product categories but no sub-brands is the right approach, it all depends on how much time, money and energy you have.

Anton Ressel

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For many of us, nurturing and growing just one brand is enough to keep us busy 24/7, especially when thrown into the pot of operational issues, orders, financial record keeping, marketing, sales etc.

Imagine that you had two, three, five or even ten brands to nurture and market – you may start to feel like the Old Woman who Lived in the Shoe…

Related: With the Right Incentives Loyal Customers Will Become Brand Advocates

Fortunately, there are a few tried and tested strategies to make managing multiple brands a lot less challenging. In addition, it is a space that allows for quite a bit of creativity and out of the box thinking and that is always great, especially for those of you who have that Right Brain way of thinking.

What are Multiple Brands?

To start, let’s assess what we are talking about when we speak of multiple brands, sub-brands and the like. Think of a company like Reckitt Benckiser (RB). You may or may not have heard of them, they are the ‘parent company’ of such famous brands as Vanish detergent, Nurofen pain pills, Clearasil, Strepsils and Dettol, amongst many others.

Their umbrella brand (namely Reckitt Benckiser itself) is marketed under the slogan ‘Health. Hygiene. Home.’, while their sub-brands are marketed in their own individual ways depending on a number of factors, such as target market, desired brand position, pricing strategy and so on.

I would imagine that their total marketing budget for the year is more than the GDP of many countries, and over and above that, consider for a moment the resources and focus needed to globally market vastly different products to completely different target markets, such as pain tablets versus French mustard…

Clearly RB is an extreme case. However, in your own reality you may be faced with the challenge of having to market several very different products or services under an ‘umbrella’ or parent brand, so how do you best go about it to ensure no brand dilution or worse, the creation of confusion in the marketplace. Let’s explore some multiple branding do’s and dont’s:

Look after the Mother Ship

It all starts with the core brand in my eyes. This is where you build credibility as an honest/trustworthy/funky/hip/cutting edge/innovative/conservative/progressive or whatever other kind of business you want to be portrayed as. Look at financially focused businesses such as Old Mutual or Allan Gray.

Their core focus is always on establishing a desired brand position in the eyes of their overall target market – whether it be trustworthy, reliable, progressive or whatever.

Below that come the various products and services that they offer, and these are marketed in ways appropriate to the audience (consider the different approach between selling a student loan product versus a Retirement Annuity as but one example). So, the lesson is – one consistent and powerful message from the Ttp, and target-market appropriate messages for the sub brands/products themselves.

Be Consistent

A second important lesson, is to remain consistent in your messaging as much as is feasibly possible. We instantly recognise a Nando’s advert, no matter what the product being promoted is, because they have an overall brand style and approach and stick to this, whether they happen to be selling a new healthy meal or a super-hot version of one of their existing products.

In my own experience with a craft and design business I started with two other partners, namely Streetwires, we developed several range categories into which our different products were categorised, such as the Street, Collection and Signature Series ranges.

The branding and visual identity of each product category was slightly different but still instantly recognisable as Streetwires – for example the Street range was branded brightly (the packaging was loud and fun and in your face), while the Collection range was done in a much more refined manner with black, silver and white being the predominant colours used on the packaging – the actual logo never changed, however, and that is where the consistency comes in.

In this way, we were able to market a R15 beaded keyring to one demographic, and a R5 000 sculpture to another without creating confusion or weakening the brand position of either of the products or product ranges.

Cross Pollinate

A final opportunity that multiple brands offer is the chance to cross-pollinate. This means helping boost the profile of one brand while promoting another, either through co-branding (as an example, every single RB product has the parent company logo on it somewhere) or through other means of association.

Let’s imagine you are a product designer and are launching a new range of textile products under the brand name Township Textiles.

Related: 10 Business Lessons For Brand Success

It would be a perfect opportunity to also promote your own design skills, by co-branding the textile products with ‘Designed by Joe Bloggs’ or whatever your design consultancy is called, and having appropriate marketing materials for both at any launches etc. In this way, you add credibility to both and detract from neither.

A last word on multiple brands, they make the most sense when your core brand is well established and ideally has some brand equity.

If Nando’s decided to open a bunch of pizza outlets under a different brand we would probably be quite receptive, or at least interested, since the core brand is so trusted and respected.

Anton Ressel is a business strategist, social commentator and writer as well as the founder and Director of ARC Consulting, a small business specialist agency that offers mentorship, support and other services to entrepreneurs and emerging businesses nationally. See www.antonressel.co.za for more info.

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Brand And Marketing: Finding The Balance For SMEs

For some entrepreneurs, this can be quite a sobering thing to do whilst for others it reinforces that they are on the right path to success.

Gary Harwood

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Being in business is about more than just hitting the bottom line. Sure, financial growth is imperative to continued success. But if nobody knows about you, then your achievements will be limited to the short-term. Enter the world of brand and marketing.

To the uninitiated, these concepts might seem interrelated. And to a certain extent they are. However, branding revolves around delivering on a promise, it is what defines you as an SME and what makes you different from your competitors.

Marketing is about how you do it – your tactics and your strategic goals. It is about promoting a product or service to sell and earn revenue.

Both are equally important, and no entrepreneur can afford to ignore one in favour of the other. But how do you balance a limited budget and resources to finding the right balance? In some ways, it is best to take a step back and view your business from the perspective of your customers.

Related: The Secret Ingredients to a Successful Branding Strategy

For some entrepreneurs, this can be quite a sobering thing to do whilst for others it reinforces that they are on the right path to success.

Emotional versus rationale

Cynics might argue that branding is all about emotions while marketing is a more rationale (and logical) pursuit. After all, how do you ‘know’ your customer? How do you analyse the effectiveness of your brand promise?

It might be an easy thing for large organisations to measure, but for a business just starting out, it is quite a challenging prospect. Given how data has exploded in recent years, organisations have a wealth of information at their disposal to analyse, scrutinise, and draw insight from in getting to grips with the effectiveness of their brand promise.

And while this might seem daunting for your SME, it does not have to be the case. While there are more than enough models to measure brand equity, most are challenging (not to mention costly) to implement and they all require extensive research.

Fortunately, things like internal staff surveys (questions like what do your employees think your brand identity and promise is), how integrated your brand and marketing efforts are (do your tactics reflect what you want to achieve), and how you compare to the competitors, can be reviewed relatively quickly and cost effectively.

Related: The Economics of Branding

The business of marketing

Marketing can add a dynamic component to this mix. By focusing on the tactical elements of how to achieve business growth (specific to your brand promise), the SME can develop a more nuanced strategy that factors in both emotional and rationale elements.

We all want to make money but that hardly has the makings of a solid marketing strategy. In fact, marketing is less about flashiness and more about implementing solid business principles.

Sure, the sexiness comes in some of the tactical executions but it all revolves around delivering value to shareholders, marketing to the strengths of your business, and setting yourself apart from your competitors.

A successful marketing campaign revolves around bringing customers to your business. And this is where the brand promise is so important. You must understand what the customer requirements are if you are to deliver tactics that fulfil them.

Business today requires branding and marketing to work together. By compromising the one in favour of the other will not result in any significant long-term gains but risk your SME losing ground to competitors.

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5 Steps To Building Your Personal Brand From Scratch

Whenever you engage, shine a light on your values.

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What would you like people to say about you?

As Jeff Bezos (founder of Amazon) famously said, “Your brand is what people say about you when you’re not in the room.”

Your personal brand is the sum total of what you do, how you do it and why you do it. It’s not something you can fake. It’s authentic and deep-seated.

If you get it right, your personal brand will make you stand out from the crowd, shine a spotlight on your expertise and enhance your value. You’ll have an energy and a buzz about you that people can’t help being drawn to.

So how can you build your personal brand?

For starters, don’t make the mistake of thinking your personal brand is all about you. It’s not. Your personal brand is not about your work experience or your personal accomplishments. Your personal brand should be about other people, specifically what you can do for other people.

Start by asking yourself a few questions: What needs can you address? What are the areas where you can offer the most value? What makes you different from the rest?

Related: 6 Personal Branding Rules To Being Popular And Profitable

With a little thought and planning, you can build your personal brand from scratch. Just follow these five steps:

1Discover your opportunity

Passion is not enough. You might have a passion for rock climbing, or playing the ukulele. But having a passion does not automatically translate to recognition and success.

Instead of focussing on your passions, study the needs of the people in your circles. What are they trying to achieve? What are they struggling with? What are their frustrations?

Think about how you could best help these people.

Dig deep into who you are. Identify what you can bring to the table. Evaluate not just the skills and experience you’ve acquired but also the values that guide and inform you.

Study your competition. Can you serve a need that in an area that doesn’t have lots of competition?

If there’s lots of competition wherever you look, don’t be discouraged. Can you serve a need in a way that’s distinctive and noteworthy?

You’ve identified your opportunity when you’ve found a significant need that you can serve, in a way that sets you apart from the competition.

2Know your audience

personal-audience

Everything starts with your audience. Find out as much as you can about them. This includes standard demographic data such as what jobs they do, how much they earn and where they live.

Equally, if not more importantly, you need to know what their beliefs and values are, their hopes and dreams and the challenges they are facing.

Talk to your audience. Take them out for a coffee or set up a Skype call. Study them by reading what they’re saying on relevant social media, forums and review sites.

Is your audience more interested in quality or value? What’s more important to them, making a difference or making money? What public figures do they admire?

How much do your audience know about what you can offer them? Will you need to educate them for them to appreciate your value?

Identify who your core audience is. Don’t try to appeal to everyone. Identify which audience segments are most likely to become long-term customers and advocates. These are the people you should focus on.

Related: Personal Branding Pitfalls Women Should Avoid

3Craft your message

In Hollywood, budding filmmakers learn to prepare an “elevator pitch” to sell their movie ideas to busy studio executives. The key is to summarize their idea in a short, memorable phrase that could be pitched even if they had to do it in an elevator.

For example, the movie Alien was initially pitched as, “Jaws in space.”

You want to tell your audience about what you do, about what makes you different and exciting. But they probably won’t have time to listen to your life story.

Instead, you should create a short message that sums up what you’re about in a way which connects with your audience. Keep it simple and memorable. Think of it as your elevator pitch. Your message should reflect the people you serve, the values that you embody and the results you achieve.

If you have any testimonials, study them. What were the things about you that people valued the most? Observe the exact phrases people use when talking about you. Often, these are the precisely the phrases you should use when describing yourself.

Use your message to brand yourself on your professional profiles. Most importantly, embody it in everything you do.

4Hone your uniqueness

Maybe you can do something highly useful that very few people can do. Well, that’s your unique quality, and you should tell your audience about it.

But perhaps there are plenty of people who do what you do, and you’ll be competing for the same audience. Being able to demonstrate a point of uniqueness is your key to success in a competitive market.

The most obvious point of uniqueness is to be the best. There are many ways of being the best. Find out which way plays to your strengths. Are you the most experienced, most creative, most efficient? Do you excel at customer service?

Related: [PODCAST]: Listen To Rich Mullholland Share Tips On Building Your Personal Brand

If you can’t be the best in some way, becoming more specialised can make you unique. For example, instead of offering a marketing service to small business owners in general, you could offer a marketing service targeted at chiropractors.

And don’t be afraid to be controversial to stand out. If you hold different opinions from the others, don’t be afraid to voice them. Just stay away from topics that are likely to cause offense, like religion and politics.

5Define your values

Authenticity is the cornerstone of personal branding. Your authenticity is what allows your audience to trust you, to engage with you, to tell their friends about you. Being authentic is about having stated values and being true to them.

So what are your values? You should include business values, such as driving innovation or personal accountability. You might also add ethical values, such as care for the environment.

How you speak and write is also a reflection of your values. Are you serious or informal? Do you address the layman or expert? What are your cultural reference points?

Guard against inconsistency, such as saying one thing and doing another, as this will cast doubt on your values and undermine your brand.

Keep your values at the heart of everything you do, as you interact with people, network on social media, or publish blog posts. Wherever and whenever you engage, ensure you do so in a way that shines a light on your values.

This article was originally posted here on Entrepreneur.com.

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Wrapping Up Profits With Niche Vinyl Wraps

Marketers always want to grab consumers’ attention while business owners may want to differentiate their company’s fleet.

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Marketers always want to grab consumers’ attention while business owners may want to differentiate their company’s fleet.

Cars are used as form of self-expression, and some individuals will pay a small fortune to make their wheels unique. All of this can be achieved with speciality vinyls, which allow a range of attention-grabbing special effects.

Robbie Fuchs from World Signs said that these unique effects are sought after and that matte black finishes are popular, and are being used in some campaigns to tone down shiny chrome.

Popular requests include partial wraps for select sections of cars, such as: mirrors, stripes on the sides of vehicles, bonnets and high gloss black vinyl on roofs, which gives a panoramic look and feel.

‘There are a handful of people who will spend a lot of money on a car and then spend more money on making it look fancy,’ he says.

Related: Celebrating Women In The Signage And Printing Industry

Fuchs added that vinyls for home owners and private use is a niche market. ‘We have also had requests to wrap toilet seat covers, fridges and kitchen cupboards.’

Different textures such as chrome, wood grain, carbon fibre and a variety of metallic effects, glitter, ultra matt finishes and ‘sandpaper-like’ non-slip surface finishes are also available. One can also create pearlescent effects and even velvet, while colour changing vinyls also provide really unique wraps.

‘Vehicle advertising is good for any business size, and some small-business owners feel it legitimises their company by getting their brand and logo out where potential customers can see them,’ said Rakesh Rosen, Midcomp.

‘When smaller businesses use vehicle wraps, it puts them on the same playing field as franchises and companies that are large enough to maintain vehicle fleets. Vehicle vinyl wrapping is definitely on the increase in South Africa and will continue to grow.’

Henri Robert from Sign Wonder, said, ‘Vehicle branding is an effective promotion tool because it combines the key elements of marketing, advertising and branding into one convenient and proven solution. It is high impact, cost effective and they work for all types of businesses. Vehicle branding allows a vehicle to serve as a low-cost mobile billboard seen everywhere a vehicle typically goes.’

You can see vinyl wrapping solutions and business opportunities at the FESPA Africa and Sign Africa Expo at Gallagher Convention Centre from 13-15 September.


Visit http://www.signafricaexpo.com/wraps for more information. 

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