Brand building is not just a task; it’s a strategic move crucial for creating value. The value is not only monetary, but it also encompasses customer loyalty and trust. Loyalty and trust are the pillars of a successful enterprise.

Therefore, brand building is central to a successful business. It is what sets an enterprise apart from its competitors. Thus, enterprises should avoid driving sales without factoring in brand value when developing and evolving their marketing plan.

Brand Vision

Building a brand starts with a clear and articulated brand vision. This vision is not just a statement; it’s a roadmap that defines a brand’s strategic future value. Furthermore, it also guides the enterprise in planning for customer success. Once understood, the vision then provides a clear direction and framework for shaping organisational culture and key capabilities.

The three elements that are part of defining a brand vision are:

1. Defining the strategic brand future;
2. Articulating the brand’s purpose; and
3. Specifying the brand values.

An authentic and realistic brand vision will shape the enterprise’s decision-making, actions, and organisational behaviours, laying the foundation for creating a competitive advantage. However, a successful vision requires an understanding of customer experiences and the surrounding market environment in its definition.

Brand Objectives

The next critical step is to set the brand’s performance objectives.  These objectives are the building blocks that lay the steps towards achieving the vision. They should be clear and measurable, as each dictates where the enterprise focuses its resources. However, a warning: brand objectives must be responsive to market demands (the customer’s world) and the environmental trends, as they shape the enterprise’s response. More specifically, if the objectives focus on the wrong brand-building blocks, the enterprise will go off-course.

Brand Performance

A brand’s market performance must be monitored to remain healthy and relevant. That means testing the vision and objectives against market forces, competitors, and customer values. To understand where brand performance gaps lie, the organisation must grasp the essence of the brand. This refers to what lies at the core of the brand—the heart and soul of why it was established—and the emotions it evokes in its customers. Brand essence is the secret sauce that gives the brand life at its point of creation.

The brand essence is what differentiates an enterprise from its market competitors in the minds of its customers. It will then enable the brand’s positioning and personality to be clarified. Further, the crafting of the brand essence also needs to evolve in line with performance expectations and the surrounding environmental conditions.

Effective brand management is not a one-time task; it requires ongoing attention and effort. It is a continuous process that integrates into the operational process. Like any other aspect of the business, brands require regular checks and alignment with the enterprise’s management and delivery systems to ensure they deliver value to the customer.

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