Kola Kehinde/
Let us say we have a brand-new business lacking any brand, product or service reviews. We need to start our marketing on a small scale but ensure our message is communicated. So we start by getting a good logo/graphics, name, and even a motto or catchphrase.
(Catchphrases really stick. In my University days, a friend started a business selling mobile phones. He named it “27” and shared the graphics to our class groupchat for us to help him share. I forwarded it to my status and added the caption “27 lan je” (translates to “27 is what we eat”, yes quite silly but like it or not, being silly works). I did it so unconsciously that I only realized what I had done when I got to class and heard people saying the phrase. And for a while after that, people would say that when they see him. Which brought the conversation around his brand from just online to the physical environment.)
Rather than compete, we want to ensure we study higher ups in our field and tap into their fanbase. Following active engagers on their posts is a good place to start. It brings your brand to their attention and a good portion of them would follow back if your page is looking good and active.
Knocking the competition out
It could be less dramatic than “knocking out”. We could say “stealing some customers”. But it does start somewhere before a brand can knock out another brand. So what are we looking at?
1. Quality at a Cheaper Rate: offering products at a cheaper price than the set competition. Other attractive offers include “no delivery fee” etc. Keep in mind, you cannot just show a price slash and announce a discounted price. You must study the competition and ensure your products and services are coming at a cheaper rate. Work towards ensuring this discount is affordable.
2. On-Point Marketing: it is really less about strategy and more about trial. Just constant trial. Why? Because there is no history to plan on. A brand’s failures and successes are usually a guide to future decisions. So a new brand needs to cherish this fresh process of trying more and thinking less. Turn that big brain off for a minute, and get your hands active. This online market (social media and the rest of the internet) is a major advantage. Ensure products are well displayed and represented.
Availability, visibility, and consistency must be kept in mind. Register your brand in their minds. Own a particular color palette, a set posting time, a word or catchphrase, a hashtag – the possibilities could be endless. But remember, more trying and less thinking.
A big brand has built its worth by building its name. A small brand in possession of quality that equals or rivals a more established brand must get these things right.
In need of graphics for your brand? Then message Caleb on WhatsApp: +2348071184722
For creative strategies/concepts, branding, campaign planning and copies. Message me: +2348115337295 (Yes, Kola is your guy.)
Let us have a discussion about your brand.
Leave a comment to talk about branding in general.
Thank you for reading.
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