Who knew Lupita in 2013?
I didn’t. Suddenly…
I mean suddenly Lupita Nyong’o was foisted on us and soon we began to love her. Even I began to love her, her movies, her pictures, anything she wanted to say, I wanted to listen; she got into my mind as a respected actress with values. Her publicist built up her brand awareness
What is brand awareness?
Brand awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of the target market, brand awareness is the primary goal of advertising in the early months or years of a product’s introduction.
This is the definition. To use it, you need to understand it so that you can practice improving your brand.
What is a brand? Microsoft is a brand. Apple is a brand. You are a brand. The difference between you and Apple/Microsoft is advertising. Microsoft and Apple have built brands and their advertisements contribute to the build of their brand and so do their products. I mean do you an iPod? If No, do you have an iPad? If No? do you have an iPhone? If no, you have heard of it, though? Right, that is branding.
So how are you branding yourself daily? What is your brand saying? What is your company saying? Do you have excellent employees or sloppy ones? Your brand is always speaking. You need to know what it is saying. You need to intentionally make it say what your core values are and who you are. So a huge part of what your brand is saying is who you are and what you are investing into inventing the brand of your dreams. What are the dreams you have for your company? Write it down and brand it by what you do daily, how you eat, how you dress, where you go, where you don’t go. What your values are.
One other thing, you cannot build your brand on lies because a lie doesn’t last forever. The truth is lasting. The safest thing to do to build a brand that will last and grow stronger is to build your brand on something lasting, build them on values. Values such as integrity, excellence, professionalism, service delivery.
So back to the first topic, who was Lupita? She was an excellence brand but relatively unknown until she got a smart publicist who was committed to introducing her to the world. Maybe you have a good brand but who knows you? Start building your brand today but first put your values down on paper then begin introducing yourself to your world with the goal of adding value someway, somehow. Little by little everyday, with consistency in building and marketing your brand, you will get a mind share and as you give excellent service, you will dominate the marketplace.
Don’t think local, think global; think branding
Tessa Doghor is a social media manager who lives in Lagos and manages http://www.udookonjo.com (a site that trains entrepreneurs and increases entrepreneurial employee’s effectiveness) among other brands. She blogs at http://www.diaryofa21stcenturychristian.wordpress.com