A brand is a voice and a product is a souvenir. A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
Branding is the process of connecting good strategy with good creativity. If you don’t give the market the story to talk about, they’ll define your brand’s story for you. If people believe they share values with a company, they will stay loyal to the brand.
Your brand is the single most important investment you can make in your business. If people like you they will listen to you, but if they trust you, they’ll do business with you.
Personal branding is about managing your name even if you don’t own a business in a world of misinformation, disinformation, and semi-permanent Google records.
Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful. ''Identity is cause; brand is effect, and the strength of the former influences the strength of the latter''- Larry Ackerman.
The most important thing to remember is you must know your audience. Your personal brand is a promise to your clients… a promise of quality, consistency, competency, and reliability. ''Your brand is a gateway to your true work"-Dave Buck.
OPINION By KELVIN MBITI
MWINGI TIMES for timely and authoritative news.
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