…continuing from last post
Brand Essence- Your brand essence is the sweet spot where the unique elements of your brand intersect. It will be a precise statement pinpointing the core of your brand. It is the shortest, cleanest description of who you are. The Brand Jesus was established for just one essence and it is to save the world.
Brand Ambassador- A brand ambassador is person whose tried your product or service and loves it — loves it enough to say amazing things about it. Brand ambassadors are passionate enough that you can call on them repeatedly, in many different situations and have confidence that they will continue to share their great experiences with others. Jesus as you know have many ambassadors around the world today but when he was on earth, he chose 12 key ambassadors, and we knew their impact in expanding Jesus’s brand.
Brand Activation- The process of making a brand well known and loved by consumers is called brand activation. Consumer brand activations are a very crucial part of building a positive perception of a brand. This can be done through product samplings, in-store retail marketing, sponsorships, and experiential events. Brands must find a way to reach potential customers that can shift perceptions and create a real emotional engagement. These marketing events must bring up positive feeling in the minds about them in order for them to become loyal customers and purchase their products.
Brand Identity- A company’s brand identity is how that business wants to be perceived by consumers. The visible elements of a brand (such as colors, design, logotype, name, and symbol) that identify and distinguish the brand in the consumers’ mind are the brand identities. Jesus had and still has identity that we can relate to; If a doctor tells a Nigerian Christian patient that he has cancer, be sure of what he would respond with- “Blood of Jesus!” Blood of Jesus, the cross, are all identities of Jesus Christ.
Brand Personality- The attribution of human personality traits (seriousness, warmth, etc.) to a brand is a way to achieve differentiation. It is usually done through long-term above-the-line advertising and appropriate packaging and graphics. These traits inform brand behaviour through both prepared communication/packaging, etc., and through the people who represent the brand – its employees. Jesus had a constant personality trait which was ‘compassion’; he even transferred this trait to his disciples.
Brand Positioning- The distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others. Positioning involves the careful manipulation of every element of the marketing mix. Jesus had a fantastic method of making himself standout and easily heard, you must have read he went to mountain tops, rode in boats, so he can be seen and heard. He positioned himself perfectly.
Branding is a process and need to be done on purpose. It takes conscious effort and decision to take on this processes.
Ifemidayo Odekunle is an IBX Orange Academy graduate. He calls himself the Brand Engineer because he designs and creates brand processes and ideas for Small and Medium Scale Enterprises. He writes and shares thoughts on Branding generally. Follow him on Twitter @IFM4real
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