If you’re like me, then you love reading online articles, opinion pieces and general books on the topics that you find interesting. It’s one of the ways that you can ensure that you keep your interest piqued and stay abreast of what’s going on in your industry. One of the topics that gets me thinking has always been the concept of branding.
It’s why I studied an undergraduate degree in marketing and I completed honours in brand management at Vega, the Brand Leadership School. I’ve always been curious to find out more. But one aspect of branding that hasn’t been given enough thought I believe is the relationship between the brand and the CEO of that brand.
Who should be more prominent?
It’s a straightforward question: Should the brand of the CEO or the brand of the business be more prominent?
What are the implications of the CEO’s brand being more prominent than the business’s brand? Similarly, what are the consequences of an unknown CEO where the business’s brand is the hero in the relationship?
Let’s perhaps start answering that question by talking about what a brand is. At university, you’ll be taught by your lecturer that Philip Kotler says a brand is a ‘name, term, sign, symbol (or a combination of these) that identifies the maker or seller of the product’. That’s technically correct. However, I’ve always believed that at the heart of branding lies perception. A brand is a perception. As marketers, we’re ultimately in the game of shaping positive perceptions, because perception sells.
I believe perceptions are shaped by three factors. What the brand tells us about itself (including what Philip Kotler mentions), what our acquaintances and friends tell us about the brand and what our personal experiences are with that brand.
Then there are the secondary factors that include where you were born, your cultural nuances, your history and so on. I’m sure it’s becoming clear that no two people can have the same perception. Nevertheless, perception matters and the art and science behind branding matters in shaping those perceptions.
So, then what’s more important? The brand of the CEO leading the business or the business’s brand? Depending on who you ask you’ll receive different answers.
CEO vs business brand
Let’s introduce two well-known South African brands into the conversation. Discovery and First National Bank. Both operate in the financial services industry, both are healthy brands — but chances are most of you can only name the CEO of one of them, and I’m guessing its Discovery.
That’s a typical example of CEO brand vs business brand. Adrian Gore, Discovery’s CEO, is an influential leader with a strong personal brand that works hand-in-hand with Discovery’s overarching brand. FNB’s CEO is Jacques Celliers, and in this instance, he’s mostly unknown to the general public. So, which then is more important? I spoke to a few thought leaders about this, and the general sentiment is mixed. Some believe a strong CEO brand does well for the business, others think the company comes first, and it’s first about the brand of the business. Personally, I believe it depends on the company and the health of the brand.
Let’s look at other examples; Apple and Steve jobs, Amazon and Jeff Bezos, Tesla and Elon Musk. All of these businesses, we can agree, are a success mainly because of the value that the CEO’s personal brand brings to the table. On the other hand, we have Coca-Cola, BMW and Microsoft. I bet most of you couldn’t name the CEOs of those companies off the cuff.
People do business with people
I believe that fundamentally people buy into people, not brands. That’s why I think there’s a strong case for a CEO with a solid brand. However, there are cons that exist. What happens when the CEO leaves? Has this CEO become so large that the business fails without them? After all, leadership is about passing the baton. In my opinion, Steve Jobs is the ultimate reason for Apple’s success, however he did a poor job of passing the baton. Luckily, Apple’s brand is strong enough to withstand uncertainty, but I think we can all agree that under Tim Cook, Apple has started to decline.
I used the example of FNB earlier because one of my favourite CEOs is Michael Jordaan. Under his leadership, FNB had what I like to call it’s ‘glory years’. They were simply unstoppable and every other bank in South Africa was struggling to keep up. Or at least that was the perception from the outside. Remember perceptions? Michael’s brand is strong, so much so that since his departure FNB has lost its story-telling innovative mojo.
Enter Bank Zero. An app-driven bank opening in South Africa in the fourth quarter of 2018. Why is anyone even paying attention? Because it’s Michael Jordaan. His personal brand is strong enough to grab attention. If it was a no-name would we care as much? Would there be nearly as much hype?
We therefore have two sides to the coin. A CEO’s personal brand is incredibly important when the business’s brand needs an injection of credibility. But the CEO must be careful that he doesn’t become too big when credibility is formed or restored. After all, great leadership is about passing the baton and leaving a sustainable legacy. Which means the CEO has built a brand that the customers buy into. I think Coca-Cola, Microsoft and BMW have done brilliantly at this. Their brands are sustainable because it’s about the brand, not the CEO’s brand. I also think there’s a strong case for choosing the next CEO from within the current pool of employees of that business.
The elements of a strong CEO brand
- A fearless leader who motivates his/her employees into action
- A leader whose vision is simple and easy to follow
- A leader who rallies not only his employees but customers and clients too
- A leader who isn’t afraid to be in the media and on social media.
On the business side, here is what you should keep top of mind when building your corporate brand:
- Create a strong corporate identity. That doesn’t mean doing it yourself, get the professionals to do it. It’ll include your logo, collateral and how your brand lives online.
- Create your experience. It’s incredibly important that what you say is also experienced by your potential and current clients. This includes user experience offline and online.
- Run online thought leadership and PR. This is what builds credibility. It’s one thing for you to talk about yourself, but when others talk about you it builds your brand in a way that adds much needed credibility. This also increases your SEO because any online thought leader should be linking back to your website.
- Lastly, drive brand integration through your value-chain. When your audience and stakeholders see your brand they know you and what to expect.
Brush Up On Your Personal Branding To Cement Your Success As An Entrepreneur
Check your life skills ratings in these three key everyday areas to see whether you need to pull back from the edge.
When you run your own business, you are the brand champion and the brand ambassador – in fact, you are the brand. That is why in all the turmoil of start-up or getting a new product launched, you need to spare a moment to step back.
Think about how you are presenting to the world the brand that is so precious to you and that means so much for your future. Your clients certainly want to know and even see evidence that you are deeply committed to your brand. But there is a fine line between living the brand and letting the brand take you over and cloud your better judgement.
This is where personal branding becomes as important as your innovative product solutions or your customer service excellence. Edgy entrepreneur is one thing – but clients might shy away if they think that you have stepped over the edge and are more involved in process than delivery.
Check your life skills ratings in these three key everyday areas to see whether you need to pull back from the edge:
- Time management: Despite traffic problems or transport schedules, getting this right is vital. If you do not make it on time to an initial meeting with a client, this will raise alarm bells. The client’s immediate thought is, “Can I trust this person’s word about delivering on time?” Time is money and not being on time could ultimately cost you money.
- Look the part: If you look tired, dishevelled or have poor hygiene, instead of giving you a high five for pulling an all-nighter trying to troubleshoot a new product, clients might simply think that you do not fit with their corporate culture. Ask yourself if you even fit with your own corporate culture? Is this the way you want to present your brand and your business to the world?
- Clear the decks: You might just get away with your office or workshop looking like a tip where only you know where to find something. But do not let that attitude spill over into the world outside.
That apparently friendly and innocent courtesy of being escorted to your car by your host when you leave the meeting could cover them checking you out. Many business people judge potential service providers or partners by their car – not the brand but what it looks like.
Is it covered in dust and badly in need of a wash? Is it full of the rubbish of several lunches on the road and a muddle of paperwork? It is likely that they will deduce that this is how you run your business and how you would run your business relationship with them. In other words, the state of your car might get you the thumbs up or put an end to what had been a promising negotiation.
You can be how you like, do what you want when you are off duty. But when you are on your own business’s time, you are your own brand and you need to live up to it if you want to make your mark.
5 Things You Can Do To ‘Humanise’ Your Brand
Face it: Consumers don’t automatically trust your brand or anyone else’s. Whaddaya gonna do?
Let’s face it, consumers don’t trust brands. Most people view companies like faceless enemies; they’re just out to make money; they’re just telling us what we want to hear. So, if your company wants to win over more customers, you’ve got to get them to trust you.
In fact, according to PwC’s Global Consumer Insights Survey 2018, more than one in three consumers surveyed ranked “trust in brand” among the top three factors, other than price, influencing their decision to shop at a particular retailer. How do you get consumers to trust your company? You do it by showing them the human side of your brand. That will inspire more trust from consumers and boost your conversions.
To form meaningful relationships with your audience, check out these five ways to humanise your brand.
Show off your funny bone
One easy way is to show off your funny bone. According to researchers from the Turku PET Centre, Oxford and Aalto universities, social laughter leads to an endorphin release in the brain and may promote the establishment of social bonds. So, if laughter can make us feel good and encourage connections between people, you should consider using it to get the same results for your business.
Not a comedian yourself? Don’t worry; you can share popular and funny content that already exists. It’s what Netflix does when the media giant shares funny images from its shows.
Showing your more playful side will help consumers see that you’re not just a business focused on selling a product; you’re a human who can put aside your seriousness and have some fun.
Put your team members in the spotlight
Letting consumers see the people behind the business is a powerful way to humanise your brand. If consumers are looking at just your logo all the time, they might not see your brand as human. So, put your team members in the spotlight.
Shoot some quality photos of your staff members and display them on your website and your social media platforms. You don’t need to hire a professional photographer; iPhones today can take some pretty stunning shots. You might even share your employee of the month and include a story about what makes that staffer so great. Seeing the amazing people “behind the curtain” will help consumers put a face to the brand name.
Share user-generated content
Sharing user-generated content works to humanise your brand in two ways: First, it’s exciting and flattering to the user who gets his or her photo featured on your website or social media feed. Second, it shows other consumers that you have great relationships with their peers and that those people already enjoy your products.
Instead of being asked to blindly trust a company’s claims, consumers will see real-life people falling in love with your products, which will promote trust in your brand. Example? Airbnb does user-generated content well by sharing with its followers the amazing experiences its customers are having around the world.
If you don’t have any user-generated content, ask your customers for it. Do this in an email marketing campaign; add it to your branded packages for shipping; or create a post on social media encouraging users to take a photo of/with your product and share it in combination with a unique, branded hashtag.
Tell authentic stories
Don’t spend all your time online just talking about how great your company is; humanise your brand by telling authentic stories. Sharing real stories about your failures, hardships and lessons that you’ve learned will help customers better relate and sympathise with you. According to Psychological Science, research suggests that shared pain may have positive social consequences; shared pain acts as a “social glue” to promote solidarity and togetherness between groups.
So, tell your target audience members stories that they can relate to, instead of simply presenting your brand as perfect. You could even share stories of your customers who previously struggled but then achieved success with help from your company/product. This will not only humanise your brand, but boost sales too.
Show appreciation for your customers
Letting your customers know that you care about and appreciate them is one of the best ways to humanise your brand. So, show appreciation for your best customers by sending them company swag or offering special discounts with a personalised message.
Buffer thanked one of its stand-out customers with not only company swag, but a personalised gift. I’m sure that those customers then became lifelong fans.
Not every company can afford to send out swag to all of their best customers, but sending a gift to just a few of your rockstar fans can go a long way. For a less costly strategy, show appreciation to new customers by simply sending a welcome/thank you email. Not only will such appreciation for your customers humanise your brand, it’ll turn those customers into brand ambassadors.
Over to you
Be prepared for your business to have a lot more die-hard customers. With these tips for humanising your brand, consumers will be able to connect with your business, relate to you on a deeper level and want to have a relationship with your company for the long term.
This article was originally posted here on Entrepreneur.com.
How A Strong Brand Protects Your Business
Brand enthusiasts are welcome to follow Kyle Rolfe’s latest thoughts on brand building in South Africa and his analysis on relevant global trends and issues via Twitter @kylerolfeSA.
It is all too easy for small businesses to become victims of intellectual property theft and seeing their products and services copied by unscrupulous competitors. A clear case in point is that of Woolworths, which was recently accused of copying a baby carrier made by Ubuntu Baba, having a cheaper version made in China and selling it as its own in-house product.
Woolworths eventually apologised and withdrew its product, after Cape Town entrepreneur Shannon McLaughlin exposed similarities between the retailer’s baby carrier and that made by her company, Ubuntu Baba.
Small business owners can protect themselves from having their products or services copied by developing a strong and unique brand.
Brand uniqueness and an authentically developed product will give you a level of protection in the market, as it will be more difficult for a competitor to copy your offering.
What small business owners should avoid is the “white label solution”. This is taking any product, even one manufactured overseas, and putting your own branding and packaging on it and reselling it as your own.
There is nothing stopping your competitor from sourcing that same product and putting their branding on it and selling it as their own. In this case, as a small business owner, you would have no recourse.
Ubuntu Baba’s unique brand and authentically developed product, designed and manufactured locally, is what helped the small business successfully take on a giant retailer like Woolworths. They didn’t simply take someone else’s product and rebrand it as their own, they actually designed and built their own product.
A unique brand and product will position you as more than just a reseller and will give you a certain level of strength and protection in the market. It allows clients to differentiate you from your competitors and can also positively affect their purchasing decisions, directly impacting your profitability.
Effective branding, that is well defined and distinct, will not only help build your reputation, but it will also make you stand out from the competition.
Ultimately, your brand is your business identity. It is the image that you show to your client, making it one of your company’s most valuable assets. Effective branding portrays a company’s values and attracts the right client.
A strong brand identity also has the benefit of making your company appear bigger and stronger than your competition and consumers are generally attracted to well-established companies. So, ask yourself whether your branding conveys professionalism, reliability and trust.
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