By Rana El Naggar
Deputy Managing Director, POD Egypt
Great brands are bred from great stories. Every brand is unique and has a definitive identity that develops how it operates and conducts day-to-day business. Finding that gap in the market and being able to tell the story upon which those conclusions were reached is the goal of building a successful brand. That said, some find it easier to locate existing successful brands and duplicate their effort by using the same idea. Whilst that can be effective in the short term, building your own unique story and empire is more prosperous. The ingredients of this success are simpler than most people think.
Building a brand requires basic business 101: find the market gap, locate your audiences, choose a business name, and design the company identity (logo). Great brands go beyond the basics and look for the inspiration behind the future of the work, answering questions that determine how the company will operate. What are the company’s values? What does it stand for? What are your ambitions? How do you intend to satisfy your audience? Think of your favourite brands and how they answer these questions.
Build the story. The story will ultimately manifest into a world of creativity that breeds the company’s strategy and will consequently resonate with the colours, the language and most importantly, the culture and values that the company represents. Great brands will tell this story through their employees, the quality of their goods and services, and their ethical conduct, all of which reflect in the brand they create.