February 2023 Technical Session - Saturday 18/02/2023

by Engr. Kunle Adebajo CEng FNIStructE MNSE MICE

BUILDING A BRAND
• Knowing how to build a brand is one of the first steps
toward starting a successful business.

• With so much competition around these days, a strong

branding strategy helps one stand out from the competition.
• What Is a Brand

• A brand is an intangible concept that gives businesses a

distinctive identity, helping customers recognize them better.
It represents a company’s values and ideas through well-
designed logos, catchy slogans, unique products, or excellent
services.
• For example, when people think of Rolls-Royce, they
visualize a very high-quality vehicle.
Historical origins:

• Branding began primarily to identify the owner of an object

in the absence of any unique physical markings.
• For example, farmers would “brand” their cattle by
burning a marking or logo into their skin. This would help
them to distinguish their herd from others. As a result, if a
cow ran away or was stolen, they could reclaim it.
• A brand was therefore simply the non-generic name for a
product that tells us the source of the product’.
• People have since then marked objects not simply to identify
their ownership but to magically add value to an object.
• For example, the use of seals and stamps to demonstrate
they meet official standards; guilds and craftsman mark the
objects they make as proof of their quality; artists sign their
works to ensure originality.
• It creates an additional economic value beyond the physical
object itself.
• The brand-building process aims to build a good reputation,
develop a sense of trust, and foster an emotional connection
with customers.
• Studies have suggested that when consumers trust a
company, they are more likely to make purchases,
recommend it to their friends, join the loyalty program, and
leave positive reviews on social media.
• A solid and memorable brand can therefore make the
difference between a struggling and a successful business.
How to Build a Brand:

Building a strong brand identity is an extensive process beyond

just creating a brand name and logo.

• You need to:

• 1. Define the Business Goals and Values
• 2. Research Your Target Market
• 3. Analyze the Competition
• 4. Determine the Brand Positioning
Benefits of Developing a Strong Brand

• Boosts credibility
• Increases recognition and exposure.
• Customers tend to recommend brands they like to their
friends and families.
• Attracts ideal customers.
• Gives repeat sales.
• Increases revenue. Consumers spend more on businesses
they trust.
What about You?
You are a potentially great brand!
Building Your Own Personal Brand

There are a number of steps to take in managing your personal

Brand.

• Developing a Personal Vision

• Planning Your Personal Development
• Once you are clear about where you want to be, drawing up
a personal development plan makes the planning process
more realistic.
Managing Your Very Own Personal Brand

Consider the following:

• Excellence in Quality
• Uniqueness
• Consistency
• Packaging
• Sustainability
You are on your way to building a great brand!