Keep your business brand healthy
Catherine Wijnberg
Founder of Fetola | Awarded Forbes Africa 50 over 50 | Thought Leader - Solving South Africa's triple threat of unemployment, inequality and poverty by building businesses that last - at scale
I was reminded last week of the importance of a healthy brand.?Your brand is more than your logo, it’s the combination of your ‘look and feel’, messaging and actions. It is how the world perceives and remembers you.?
In a small business, a powerful way to create a unique brand is to use your personal attributes, history and skills to?stand out in the market. This way, you can?command a niche in the market, which because it’s built around your own unique characteristics, cannot be easily copied.?
For example, perhaps you are in the security business and want to differentiate from the big companies such as ADT. Looking into your personal history, you might see that you were once a teacher, and have a passion for child safety. You realise that you also have an extensive network in the school sector…out of this you decide to build a niche brand as the provider of security for schools.?
Or perhaps you are passionate about your cultural heritage, studied history at university, enjoy cooking and happen to be related to local royalty in your area. You decide to build a personal brand as the queen of cultural cuisine for your specific clan, tribe or region.?
The secret sauce is to combine your personal attributes to?match a small segment of the market to appeal to ‘your people’?– those who want to step closer and buy your unique products and services.?
The 3 signs of a healthy brand are those that deliver
Perhaps this week it’s time to take a look at your brand. Is it delivering the?recognition, respect and revenue that your business deserves??If not, perhaps it’s time for a refresh, reviewing your brand promise and uniqueness. A healthy brand is the basis for a happy business.?
Read last week "The 3 Cs of Happy Teams"...
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Each week I receive heartwarming emails in response to my weekly greeting. Your words also serve to inspire others along their journey of transformation. If this helped you too, I'd love to hear - simply reply to this email. As always, let me know if you'd prefer to remain anonymous. Here is a snapshot:
- "I thank you so much for equipping us so that we can do the right things. Wearing many hats it makes one to forget some of the things. Compliance is truly one of the key factors to be taken care of.?It has dawned on me as I respond to your message that you are an asset and you play a vital role in my business and I acknowledge the great work you are doing.?I appreciate you."- Isabella
-?"Thank you Catherine.?Great?topic!"- Winston
-?"This came at the right time" - Silindile
Thank you for reading my #weeklygreeting . Each Monday I write a blog with inspiration and tips for business and life.?To join my network please 'Follow' me, or hop on and take a look at my past articles here .
About?Catherine Wijnberg
Catherine Wijnberg is a powerful advocate for change, for entrepreneurs, for Africa and the planet.
She is the Director and Founder of Fetola , the leading provider of world-class entrepreneurial support programmes for South African entrepreneurs, building businesses that last through scalable solutions that deliver social, environmental and economic impact.