How to Build Brands for High Performance and Sustainability
In today’s world, variety is no more the spice of life, It’s just life in itself. At any given moment or geographic region, there are multiple versions of an organisation, product, or service. This further scales when you consider the global economy in which we currently operate.
Customers are overwhelmingly presented with a plethora of options to choose from, and with the Internet (especially post-Covid), local businesses are contending with companies across the country, the continent and the world!
Due to their leadership’s affinity for digital, high-performing startups and agile institutions continue to thrive in this environment by utilising and evolving customer experience, communication, stakeholder management, and sustainability.
What’s a brand to do? How do you stand out in the face of fierce competition?
That’s where brand building and positioning comes in. It elegantly defines how people see the marketplace and prescribes a way for you to carve out a niche in the minds of your stakeholders.
Simply put, brand positioning is the process of differentiating you from your competitors in a way that builds preference for you among your target audience. When done right, positioning can provide a conceptual template for your brand, your narrative, marketing messages and the services you offer. Brand positioning or repositioning your business isn’t necessarily easy (If it was, everybody would be doing it). It relies heavily on the resources you have to work with and the mindset you bring to the process.
Gone are the days when it was the sole responsibility of marketing to design and implement a brand’s strategy. To design and implement a brand strategy that truly differentiates and is able to overcome present challenges to build brand equity and brand sustenance, responsible leadership must be involved and chart this course from the front.
Customers want their favourite brands to care about the same things that they do. They want to know at the very least that the money they spend will in some way go to help environmental or social causes, rather than just looking to make a profit. Customers are becoming increasingly aware of what their favourite brands are doing, and they are ready to punish those that do not align with their own values. It is for this reason that organisations must effectively communicate the good work they are doing to all their stakeholders whether through branding or marketing.
As conversations around radical growth, risk management, sustainability, ESG and DEI continue to garner momentum and relevance — brands must align their business strategies and approach accordingly to create long-term value. This is a key reason why top global brands are course-correcting to enable more sustainable and socially conscious operations.
If your company isn’t positioned to consistently attract ideal clients and remain sustainable, you’re not alone, but not for long. You have to act quickly or you will get left behind. Just ask BlockBuster, Yahoo, Blackberry, Kodak, or OLX.
All it takes is a little courage to take the first step.
Click Here to take that step and join Brand Strategy & Digital Transformation experts Nkemdilim Uwaje Begho & Bella Ikeme who are hosting a masterclass on How To Build Brands For High Performance and Sustainability on December 1st at 10am WAT.
The key focus of the masterclass will be how to strategically position your brand and build brand equity by making your brand strategy part of your organisational fabric.
We will look at:
- Brand strategy as a driver for high performance and sustainability
- Stakeholder Mapping — how interconnected relationships impact your communication and marketing touch points
- How to amplify your ESG efforts without being accused of greenwashing
- Inclusive marketing & comms — how to make DEI part of your brand
- Customer Experience (CX), Product Design and how to reduce friction, address buying objections and drive conversion across the various stages of the marketing funnel
- Marketing Automation, Data, Personalisation and the role of Reporting
- Top Brand Challenges brands are dealing with
If your company isn’t positioned to consistently attract ideal clients, you’re not alone, but not for long. All it takes is a little courage to take the first step.
Not sure that this masterclass is for you?
This masterclass is relevant and valuable to responsible leaders who want to move beyond simply knowing what to do to actually doing something about it.
- Board Members of For Profit and Not for Profit Organisations
- C-Level Executives and
- Sustainability Champions
Why Should You Attend?
If you are struggling to understand the relevance of brand strategy and how it can improve your bottom line and business continuity, then this is for you.
In this Masterclass you will learn how:
- Brand Strategy, Stakeholder segmentation and the alignment of brand and marketing objectives to your business goals would drive high performance and sustainability.
- ESG, DEI and your organisational values can be seamlessly integrated in your brand.
- Optimising your Customer Experience across Marketing Channels, Products and other Digital Touch points can drive sales.
- Optimising your marketing, content and ads to suit each stage of the marketing funnel can improve lead generation and conversion.
- Marketing Automation, Data, Personalisation and Reporting are taking centre stage in strategic Brand Marketing
- To identify your Brand’s biggest challenges
