Jerry McLaughlin defines branding as the perception someone holds in their head about you, a product, a service, an organization, a cause or an idea. In contemporary business sense, branding can make or break the performance of your sales team, and ultimately your business if not done correctly. In pursuit of a unique identity and value proposition, correct branding aims to change perceptions from skepticism to genuine loyalty to your products, amidst stiff competition.

So, what makes a successful brand?

Unique brand identity.

Businesses are obligated to stand out from the crowd. Whereas this may be a tall order, standing out entails having that unique value proposition that sets your business apart. Safaricom, for example, may bank on reliability due to its expansive coverage. Cytonn banks on its ability to deliver above-average returns on investments to their clients.

The unique brand identity need not be revolutionary. Figure out what you can do better than everyone else within your niche and in the words of Jack Welch, ‘execute like hell”. Do not forget to use this proposition in communicating your brand identity.

Inspire passion and commitment.

Selling is ultimately dependent on what your target audience feels and thinks about your product. The enthusiasm with which the brand leadership, and ultimately ambassadors, have when talking about and even interacting with your product determines how well it sells. The passion one has towards a brand ensures loyalty, even where a business faces hardships.

It is therefore important that your brand inspires passion and commitment from your clients - this is delivered by your sales agents and team in general.

Understand the target audience.

Businesses cannot appeal to everyone, and therefore, understanding your target market enables you to align your marketing strategy. The focus here is on who your product targets and how you can get through to them. Identifying your target audience will inform the channels you can use when contacting them based on select profiling demographics.

Targeting a specific niche also makes it easier to determine what appeals to them the most, which in return helps your business maximize on sales and realize higher profits.

Consistency in quality.

We all know about one-hit wonders; in the music scene for example. Few amongst us, however, will think much of a brand lacking in consistency. When you set high quality of products and services, it is important that you stick to that all through.

Whereas it is more difficult for consumers to assume brand loyalty, it is even easier for them to notice the slightest drop in quality of products and services offered. Such a move, unfortunately, provides ready fodder for your competitors.

Competitive teams.

Competition is guaranteed in any industry that one decides to venture into. Brands like Coca-Cola who for long had almost annihilated their competition never relented. They continue to hire the best and motivate their staff to desire more than what they already have. This culture of existing to constantly improve underlines the need for competitive teams in driving the agenda of the brand.

Competitive teams will devise new sales and marketing strategies that ensure the product secures a wider reach within the target market. They also increase consumption and product loyalty through constant innovation to improve the quality of the products and services provided.

Effective leadership.

Behind every successful brand is a leader who understands the core objectives of the company. Effective leadership is about motivating the different personalities existent in various departments to read from the same page and deliver on the bigger picture – results!

Effective leadership is therefore about inspiring, motivating and guiding team members to dig deep within and deliver their best for the good of the clients and the brand. Enterprises with effective leadership will always stand tall amongst the rest, exuding high confidence to investors and delivering on promises made to clients.