By M. Isi Eromosele

Brand Vision

Superior brands are created through the development of a clear vision. The target audience strongly believes that these premium brands are important and relevant to their lives.

To maintain such strong loyalties from customers, brand managers need to set up succinct leadership values for their brands with precision and constancy.

A brand’s core values form its heart and cannot differ from its touchable personality. The most powerful brands are ground-breaking and can be reinvented.

They consistently meet customers’ expectations at the topmost level and should be astutely managed to deliver exceptional aptitudes that exceed expectations. They present a feeling that cannot be matched by other brands in its marketplace.

Clarity delivers the clear and persuasive message that gives a real sense of what differentiates a superior brand from others in its market. It succinctly states what makes the brand distinctive. The message places the brand at such a high plateau that it implies cannot be attained by the competition.

Playing on the reality of peoples’ real perception of the brand’s worth, this message engenders intense loyalty to the brand from its customers. Consistency requires that the brand maintain a constant relevance to the lives of its faithful customers, maintaining a high value that its target audience will come to believe will never change.

Superior brands must be consistent in their power and excellence, ensuring the building of a high value long term relationship with its customers.

Brand Identity

There are three key components that form a brand’s identity - brand name, its logo and its tag line or slogan. All taken as one, they form the means by which the brand communicate with the market world.

The objective of formulating a brand identity is to establish a brand image which is reliable and is in harmony with the brand vision.

The brand name is the anchor of the brand’s identity. It is the basis for the building up of the brand’s equity. It is imperative that a brand name be chosen very carefully and after deliberate consideration because it should be considered as a long-term promise.

To change a brand name means taking the risk of losing all of its built-up brand equity. In this modern day interconnected global marketplace, a brand name must travel well and wear well. It must carry strong attributes such as relevance to product or service, easy recognition, uniqueness and consistency with the corporate market positioning.

Logos support brand names. They represent the visual symbol that helps a brand penetrate a targeted market. They are a very effective instrument for customer recall of a brand and work very well at points of purchase.

Effective logos are the ones that denote reality, called meaningful logos. However, abstract logos can work well for multi-product companies with a family of brands.

A slogan plays an important role in brand advertising because it portrays the essence of the brand’s positioning, sums up the advertising theme and provides a link to the copy within and outside an advertising campaign.

Most importantly, slogans are a connection between lasting brand identity and every day marketing activities.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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