Branding is key to a business success but also a lock to successful business fall. But what exactly does “branding” mean? How does it affect your business? Simply put a brand is your promise to the customers who follows the business and loyal. A promise reveals expectation and offers differentiation factor on products and services. Your brand is derived from 3W’s;
- Who you are
- Who you want to be and
- What people perceive you to be
Defining your brand
This is a company self-discovery process. It can be difficult, time consuming and uncomfortable and it requires answering the following questions
- What is the business mission?
- What are the Benefits and features of products and services?
- What do your customers and prospects already think about your company?
- What qualities do you want to be associated with the business?
Do your research diligently to learn needs, habits and desires of your current and prospective customers.
“But don’t rely on what you think they think. Know what they think?”
Your customers are the brand foundation, the anchor and the engine of a personal or company brand. The Jeff Koinange brand has in various occasions redeemed itself from several controversial discussions but the recent interview with Nairobi gubernatorial aspirants resulted into another brand compromising discussion. Is this the reason JKL live took a break? Or was it a contract termination orthodox tactic? Whichever the picture, brand consistency is key but brand promise is paramount. This is what could have stirred the waters between JKL Live and KTN Live.
Be true to your brand. Because if you’re not customers won’t return to you or refer you to someone else if you don’t deliver on your brand promise.
- Is JKL Live consistent?
- Is Jeff Koinange true to his brand?
The discussion on the above questions could endless on JKL live brand and more so the influence equivalent of his followers, who will not only shift with their show loyalties to the lucky station but defend Jeff Koinange character against his guests. Whether the brand is bigger than any local media station or not brand integration will reduce chances of negative brand talk.