Are you sure that is branding??
Recently caught a TV show abt budding entrepreneurs who have started their own business. Well for someone who does not have his own business, what right does he have to comment abt people who have done business? Well, I don't care I will still make some comments. Haha!
During the show, there was this shop that was talking abt branding. So what he does is have the brand to be found everywhere, and also have membership card printed with their brand, and he calls that branding. Reading so many books on business, I can confidently tell you, that is not branding. That is only raising brand consciousness. Make sure people know that, THAT is a brand and nothing else. It is not branding at all. It is only part of it. When you want to do branding, of course you have to raise brand consciousness, but when you do branding, you should actually be selling an EMOTION or EMOTIONS! When you see NIKE, what does it mean? It means wearing them you can feel the courage/confidence to take on challenges, which explain the "Just Do it" slogan. When you buy an LV or Chanel, you are buying the glory and limelight of owning one.
The membership card is to promote customer loyalty, but for a business that is selling handbags, is there a need for such thing?? Ladies buy handbags because they are nice looking, what loyalty is there? Unless your handbag is so superb and can always appeal to a large crowd and pray that handbag will spoil or like computers can go out of fashion very fast.
So please people, don't trivialise any part of business. If business is what is thought to be simple, you are in for some trouble.
During the show, there was this shop that was talking abt branding. So what he does is have the brand to be found everywhere, and also have membership card printed with their brand, and he calls that branding. Reading so many books on business, I can confidently tell you, that is not branding. That is only raising brand consciousness. Make sure people know that, THAT is a brand and nothing else. It is not branding at all. It is only part of it. When you want to do branding, of course you have to raise brand consciousness, but when you do branding, you should actually be selling an EMOTION or EMOTIONS! When you see NIKE, what does it mean? It means wearing them you can feel the courage/confidence to take on challenges, which explain the "Just Do it" slogan. When you buy an LV or Chanel, you are buying the glory and limelight of owning one.
The membership card is to promote customer loyalty, but for a business that is selling handbags, is there a need for such thing?? Ladies buy handbags because they are nice looking, what loyalty is there? Unless your handbag is so superb and can always appeal to a large crowd and pray that handbag will spoil or like computers can go out of fashion very fast.
So please people, don't trivialise any part of business. If business is what is thought to be simple, you are in for some trouble.
posted by Strategist at 6:57 PM
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