BRANDING – THE CORE TO A SUCCESSFUL BUSINESS VENTURE

January 26, 2023
“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” Scott Cook

By Penjani Nzima

EVERY Business entity requires a mark of identity upon which consumers can easily differentiate it from similar competitors on the market.

And in order for this uniqueness to come out and be noticed there is a serious need for a particular business to brand itself inline with the goods and services it provides.

Therefore, branding simply talks about the awareness that consumers have towards the company’s products and services.

The identification of a product and the differentiation from its competitors. For instance, COMACO has It’s wild for their products, Trade Kings has Amazon for its various products, Colgate for its tooth paste, Creambel for its full cream milk, Kelloggs for their corn flakes, while Trade Kings has Boom for its detergent paste and washing powder.

Then a brand is a more than just a logo, a trade name, or a trademark, although such elements are all a part of it.

The essentials that make up a brand should be simple, clear and easily remembered in order to attract a target audience towards the company’s product or business. For instance, COMACO has It’s wild  for their products. Brands are a key element in the company’s relationships with customers - they represent consumers’ perceptions and feelings about a product and its performance.

A product or service, regardless of its quality, can be defined by this single concept: their brand, and this is exactly the reason why it is so important for agripreneurs to build on their brand.
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This is a continuous process which involves nonstop attention and consideration of the company’s past and present, and then creating a cohesive personality for the company and its products going forward for instance Coca – cola soft drink.

Branding is something that triggers the emotions and minds of people, associated with the creation of the identity of a company: the sense of who you are, who you want to be and how you want others to see the company.

Every business is well defined to itself, the team around it and the consumers by the brand name associated to its products and services. It’s easy to identify Multi Choice Super sport channels by its employees as well as the consumers.

Therefore, farmers should change their perception of how they’re perceiving farming as a business by seriously considering the need to have their products branded properly so that consumer scan easily identify and accept their products on the market such as Freshpikt assorted Jam.    

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