BRANDING – Part 3

To stand out, one must differentiate. You might have a great product but not a perfect one. The cherry on top is down to 5 key things, and the department store Harrods has this on lock. In the marketing context, these 5 key things are known as the 5 senses. 

I have worked for Harrods three times during my studies, and each time was a blessing. But the last time I worked at Harrods, I was also doing my masters and paying my tuition fees at the same time. Till this day, I have never achieved what I achieved then, it was so stressful yet super rewarding when I graduated. God is great!

During my studies I decided to base my Dissertation thesis on Harrods, with the question, “How does Harrods use Experiential Branding to enhance Consumer experience?” to conclude:

Harrods = BLISS:

B – British … heritage meets cutting edge

L – Luxury … is the new premium, it’s not always expensive

I – Innovation … is always at the forefront of retail trends

S – Sensational … the greatest store on earth

S – Service … to make every customer feel special           

BRANDING – Part 2

The first step to branding is engraving belief. If you don’t believe the potential your brand has, then who will? You see, the destiny of a brand should be affection and that begins with you. You have to be the first person who will love your brand, as love is a brands best friend. The quest of a brand is love, whilst destiny – affection, I said it once and I’ll say it again. However, an idea is simply just an idea, but then you must garden your brand until it blossoms. 

For a brand to flourish, it must indulge and act upon customer feedback. On another note, a brand that is nostalgic will always thrive. Remember, persistence is instrumental to a great vision and it’s down to you to carry your vision forward. The road to a successful brand is differentiation. To enjoy the cream, you must satisfy your customer, it’s that simple. Things will get tough, however a brand must find its silver lining. The most successful brands are fluent in loyalty, as the bounty of your brand is customer loyalty. To enhance your brand, you must protect customer loyalty, it’s the core of your brand value. The ultimate fortune for a brand is brand loyalty. Your brand should be centred with love and coated with loyalty. 

A brand will only blossom when its purpose is sincere, so you cannot make things up. You must be original and genuine. A vital part of branding is emotional branding, how consumers become emotionally attached to products or services – such as apple. Your brand must have the ability of changing peoples’ lives. Story, purpose and love are the perfect ingredients to stir an affectionate brand. Note, brands have feelings too – they need love just like flowers need the sun. 

To conclude, your brand should be modest in expectation and honest in strategy. Whereas employees must harvest your secrets for brand longevity. Every brand must carry a scent of creativity. Ideas ignite brands, but only critical action makes dreams come true. Words can be just words but they can also be a melody to your brand, so take the above advice however you want it, but just remember emotional branding, google it at least … it certainly changed my life.