Month: June 2019

Why Your Company Or Business Needs Brand Purpose

Why Your Company Or Business Needs Brand Purpose

A powerful brand purpose sets out how a company intends to change the world for the better. It unites customers and culture alike in the strong pursuit of that intention. A brand with a strong purpose not only helps the overall good of a society but also helps customers know what they stand for through purpose-driven brand actions.

Brand purpose basically outlines why your company or business exist in the first place.Your brand purpose is the meaning behind your existence.

Remarkably, research has shown that too many companies fail to properly define their brand purpose. Instead, they simply end up with cliched, bland mission statements which clients and prospective clients struggle to connect with. Many companies confuse brand purpose with brand values and vision statements. They are distinct entities. Your brand values establish the qualities you idealize as a company, notably, innovation or creativity.

David Aaker, the man generally regarded as the father of branding, outlines a number of advice to companies on brand purpose.

  1. A company or organization must create a higher purpose mission, value set, or culture that will enable the organization to have meaning apart from generating sales and profits. A good company must think beyond generating sales and declaring profits annually or quarterly, as the case may be.
  2. A company must develop a higher purpose program or set of programs that not only engenders trust, but can direct the discussion during a crisis incident. These programs should be oriented towards social good, leverage the organization’s people and assets, and be branded and visible.
  3. A company must distribute messages about the brand’s higher purpose using, at least in part, stories of real people. The brand would shift consumer perception by amplifying the stories of real people who were impacted by the programs, and alter the conversation by providing a more positive narrative about the brand.
  4. Such an effort does not have to be employee led. An example is Walmart CEO’s successful effort to become a leader in environmental programs, which resulted in the article headline: “It’s hard to hate Walmart anymore.”

For your Brand Management and Branding Consultancy, contact PENDROF, a leading Branding and Digital Marketing Agency on: +2348038341039. Email: info@pendrof.com. Website: www.pendrof.com.

Dr Olusola Oso

FOUNDER/CEO, PENDROF.

Newly Elected Nigerian Governors Need To Embrace Branding

Newly Elected Nigerian Governors Need To Embrace Branding

On May 29, 2019, the re-elected Nigerian President, Muhammadu Buhari and the newly elected and re-elected governors across the various states of the federation were sworn in. The governors are to pilot the affairs of their states for the next four years. Same for our amiable, focused, remarkably trustworthy Mr President.

The celebration is over. Time to get down to the real business of governance. Lagos State Governor Sanwo-Olu recently shared his experience on social media that within a week of his assumption of duty, he has lost several stones of weight. This is a pointer to how tasking governance is.

It is instructive to note that there is a compelling need for the Nigerian governors and other public office holders to embrace branding. Branding should be top in their agenda in order to improve the lots of their states. The brand value of many states across the federation has plummeted over the years. The idea of owing workers a backlog of salaries, denying pensioners of their pension funds, and a general state on insecurity of human lives and property negatively affect the brand value of a state. The new governors must jettison these.

They must embrace brand positioning. Each of the states is a brand which must be properly positioned in order to be distinguished from other states of the federation. Apart from being the commercial nerve centre of Nigeria, one of the reasons why Lagos State remains an outstanding state in Nigeria is its strong brand positioning. Other states across the federation can emulate this.

The governors must think out of the box. They must embrace tourism, and devise other legitimate means of generating revenues internally. Introducing all manners of draconian taxes will rub off negatively on the brand value of a state.

We are in a digital age. States must never neglect the digitalization of their activities. PENDROF is a branding and digital marketing agency which can be contacted for various branding and digital marketing services. Call us on: +2348038341039. E Mail: info@pendrof.com. Website: www.pendrof.com. PENDROF can offer brand consultancy to interested states across the federation.

Dr Olusola Oso

FOUNDER/CEO, PENDROF.

Buy Olusola Oso’s Novels Online

Buy Olusola Oso’s Novels Online

Founder/CEO of PENDROF, Dr Olusola Oso is a consummate brand consultant, digital marketer and creative writer. His two published novels, The Second Attempt and Castle of Peace are available as Hard Copy and Ebooks.

The cost of each of these Ebooks is: 500 naira and $2. Interested buyers can call the publisher on: +2348038341039. Email: olomtomulafepublishers@gmail.com.

How Great Is Your Content?

How Great Is Your Content?

Without mincing words, content marketing is a major type of digital marketing. In the launching of digital marketing campaigns for companies and businesses, digital marketing agencies typically push content marketing into the front burner.

The highly influential Content Marketing Institute defines content marketing as “a strategic marketing approaching focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience– and, ultimately, to drive profitable action.” The import of this is that, instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers

As useful as content marketing is as a digital marketing tool of getting new customers and maintaining old ones, the content to be shared on the internet must genuinely be valuable, relevant and consistent. Great content does not come on a platter of gold. A great deal of research and efforts must be invested into the production of contents to be shared with the leads. The internet world is maddeningly competitive. Readers are spoilt for choice when it comes to what to read on the internet. They do not have the patience to digest watery content. In contrast, they love useful content.

Valuability and relevance of content imply that the content must be want the readers crave for. The content must impact positively on the audience. Consistency of the content means that the content marketer must dish out great content as regularly as possible. In blogging, for instance, one of the fundamental keys to being a successful blogger is consistency. The same is applicable to content marketing.

Remarkably, many prominent companies and leading brands across the globe, notably Microsoft, Cisco Systems and P & G employ content marketing and take it very seriously.

PENDROF is a leading branding and digital marketing agency which offers quality Content Marketing at an incredibly affordable rate. Call PENDROF on: +2348038341039. EMail: info@pendrof.com. Website: www.pendrof.com.

Dr Olusola Oso

Founder/CEO, PENDROF.

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