^{Maba3ref Branch 007}

Did you miss previous issues? Click here

A brand is a mysterious, adaptable, and challenging concept, serving as a vital foundation for a business's success. We are drawn to different brands because of the stories behind them. Look at Disney, Nike and Apple. Disney symbolizes exceptional storytelling. Nike enables us to mimic LeBron and Serena, and Apple embodies innovation and perfection. In startups, the question is always whether a company's brand can strengthen its competitive edge in the market or not.

The power of a brand always offers an advantage to numerous renowned organizations. This advantage gains momentum as the most robust brands leverage their name recognition to generate substantial cash flows.

How to Name Your newborn Company?

Naming a company is the most critical step when you start, which eventually starts the brand identity-shaping process. It's advisable to consider names and generate as many ideas as possible, but keep in mind that the main problem is assuring trademark availability. A thorough trademark search may reduce a lengthy list of alternatives to a few workable choices. It's important to note that the most memorable names rarely follow an apple-to-apple approach; instead, they produce a particular emotion without fully attempting to define the company's business. Effective advertising can be a powerful tool for explaining the business. Avoiding excessive complexity and gimmicky trends is crucial for creating a memorable name.

Defining your Brand Strategy

Establishing a brand strategy is the first step in building a brand. It involves defining your company's core values clearly and concisely. It is important to note that the brand strategy differs from the mission statement. For example, Apple's former mission statement was "Have a computer in every home in America," but their brand strategy was focused on creativity and innovation. The brand strategy is more outwardly focused; Brand strategy always comes from the business model essence.

You Have a brand. What should be the next step?

The other brand components—logo, tone of voice, and aesthetic feel—come after establishing a brand strategy. The tactical elements are website, social media strategy, and advertising.

Brands must appear more frequently and consistently. When brands remain in a state of theory and fail to transform into a usable toolkit for the actual world, they disintegrate.

The idea that a brand is a logo, typeface, and colour scheme must be corrected. These are the essential components, but branding continues once they are in place. The brand will then be brought to life through innovative marketing and advertising.

There are several misconceptions about branding that people often have. First, people tend to confuse a logo with a brand. Secondly, they may believe that having a well-designed website is all there is to branding when it's just a part of it. Lastly, people may assume that branding revolves around selecting colour palettes without recognizing that colours can be trendy and short-lived.

When deciding whether to do branding in-house or use an agency, it depends on your business type. Creative brands may require a creative director initially, while B2B companies can rely on external branding expertise. Third-party agencies can help validate ideas and maintain intellectual honesty in branding.

Branding is not a one-time process, nor does it mean rebranding every few months. It's an ongoing process of continuously telling your brand story to keep people engaged, especially existing customers. Retention of existing customers is just as crucial as acquiring new ones. Successful brands find ways to foster a strong connection with customers to build affinity with them.

Rebuilding a Stagnant Brand

Crafting a brand is crucial for new companies. However, even established brands can become stale over time and require a refresh. This is when the assistance of an agency might come in handy. It can be challenging to perform the foundational work alone, and an outside thought partner can ensure that you're not trying to be everything to everyone. Yet a very well-defined framework governs how we revive a stagnant brand.

You must conduct a brand audit to evaluate your brand identity, messaging, and overall brand image. Identify what's not working and what needs improvement.

Understand your target audience by conducting market research to understand their preferences, needs, and expectations. Set clear and measurable brand objectives aligned with your new brand strategy.

Depending on your audit findings, decide whether a complete rebrand is necessary or if you can achieve your goals with refinements. Ensure brand elements, including logo, colour palette, typography, and tone of voice, are consistent across all touchpoints.

Craft a compelling brand narrative that resonates with your target audience. Engage your team to get them on board with rebranding efforts and plan a well-coordinated launch campaign.

Use various channels to communicate the changes to your audience and create a buzz, generating excitement among your target audience and driving them to engage with your brand.

“Brand is an investment, not a cost.”

Building a solid brand is essential for companies looking to establish themselves as leaders in their respective industries. A brand represents a company's identity, values, and reputation and is a critical tool for building customer loyalty, driving revenue growth, and attracting new opportunities.

One of the primary reasons why investing in a brand is crucial is because it helps to enhance customer loyalty and trust. When customers have a positive experience with a brand, they are more likely to become repeat buyers, leading to increased revenue and reduced customer acquisition costs. A strong brand is also essential for attracting new customers, as it creates a sense of trust and credibility that can be difficult to establish through other means.

Another key benefit of a well-established brand is that it enables companies to command premium pricing for their products or services. Consumers are often willing to pay more for products associated with a trusted and recognized brand. This pricing power can increase profit margins, improving a company's financial performance.

In addition to driving revenue growth, a strong brand can open doors to new opportunities. A well-established brand can attract partnerships, collaborations, and endorsements, further expanding a company's reach and revenue streams. By leveraging its brand, a company can establish itself as a thought leader in its industry and position itself for long-term growth and success.

Finally, a solid brand can provide a buffer during challenging times. Companies with strong brands tend to weather crises better, as consumers are more forgiving and supportive of brands they trust. By establishing a solid brand, companies can create a sense of loyalty and dependability among their customer base, which can help them navigate through difficult times with greater ease.

Quote of the week

Listen to Maba3ref Podcast ( Arabic)

Click the MIC 👇️