Brand Success: The key

There’s only one way to be successful in the medium to long term and that is by being yourself.

You often hear from your bosses, consultants, agents and competitors about what they think you need to do to grow a successful brand.

Everyone is seeking to stand out in the digital and traditional marketplace as what they claim to be, but the most important and profitable thing is for your brand to truly present its real identity.

The only tenable way to grow a brand online is to be authentic, as customers are sensitive to a brand that over-promises and one that under-promises. You must therefore promise the value you were built to deliver.

Many businesses erroneously believe that graphic identity creation is the best way to define or upgrade the brand identity in the digital space. In the short term, a graphic identity can be impactful especially if it is aesthetically pleasing.

A new logo can mean a new value proposition but not a new business, just as a new hairstyle doesn't make a new person. In the long run, customers will be expecting your brand to live up to its identity and disappointing them will make it even more difficult than it already was. This is detrimental to the image of your brand

Businesses that are honest in their positioning and authentic in their brand messaging avoid over-promising or under-promising the benefits of the products and services they offer to the consumer.

The digital age in Nigeria has given rise to a new era of transparency as customers are quick to deliver complaints on twitter, discuss about brands on Facebook posts and comment on updates on LinkedIn and on blogs. Now, brands must live up to their promises more than ever.

Even the most carefully crafted press release can’t compete with 1,000 people trashing a brand in the blogosphere.

Here are some of the most authentic brands with their dominant messaging:

Coca-Cola claims familiarity - They have a familiar product

Apple claims originality - They are pioneers in original design and functionality of mobile devices and computers.

Google claims to offer personal utility - They offer personally useful products and services

At RDM we specialize in capturing the true essence of your brand and targeting your audience where they could be reached using the right brand messaging.

It is imperative that your find a partner that can get you the loyalty, engagement and most importantly authentic brand positioning to be successful in the digital space. 

Check us out at www.rdm.ng

Written by Tolani Olusola

This is a feature by RDM.