BUILDING A

MEMORABLE
BRAND
PRESENTED BY
NOELLA EKEZIE (MRS.)
FOUNDER/CEO, ELLAE BRANDING AGENCY
MENTOR, TEF ENTREPRENEURSHIP PROGRAM
WEBINAR
OVERVIEW
What is a Brand?
Why is Branding so important?
Steps to Building an Unforgettable
Brand
Questions
LEARNING
OBJECTIVES
Participants should understand what a brand is
Participants should be aware of how to develop an
unforgettable brand for their business
WHAT IS A
BRAND?
A brand is a product, service, or
concept that is publicly distinguished
from other products, services, or
concepts so that it can be easily
communicated and usually marketed.

A successful brand therefore is an

identifiable product, service, person
or place, augmented in such a way
that the buyer or user perceives
relevant, unique added values which
match their needs most closely.
TYPES OF
BRANDS
Types of Brands: Product brand,
Service brand, Corporate brand to
mention a few.

Product Brand: Coca-Cola, Pampers

Service Brand: KPMG, Fedex, UBER
Corporate Brands: ExxonMobil, UBA,
WHY IS BRANDING SO
IMPORTANT?
MOTOROLA APPLE
P30 IPHONE X
THINK APPLE
CLASS, ELEGANCE, PRODUCTIVITY &
INNOVATION
Any product with the Apple symbol on it will sell like hotcakes
because the logo is synonymous with class, elegance,
productivity, and innovation.
Apple’s products aren’t any better than their competitor’s on a
technical level (in some respects), but they outdo nearly every
other smartphone brand in sales each year.
THINK MOTOROLA
WHAT COMES TO MIND?

Motorola currently produces the most technologically

advanced smartphone on the market, but its sales are a
fraction of the iPhone 7’s because Motorola’s branding is far
less effective than Apple’s.
A shopper’s perception of a brand is powerful – many people
perceive Apple as the most innovative smartphone
manufacturer in the world, so to millions of shoppers – it is.
THINK...
HOW IS THIS RELATABLE
TO MY BUSINESS?
Selling high-quality products, leading innovation, and offering
great customer service all play a role in your bottom line, but
branding is the driving force behind your sales.
STEPS TO BUILDING AN
UNFORGETTABLE BRAND
1. ARTICULATE
YOUR VISION
What kind of future do you visualize
for your company? Do you want to
make quick sales or do you want to
establish yourself as a leader in your
niche?

Pinpointing your vision for your

business’s future takes time and
introspection. Ask yourself the
following questions to get started:

What are your values?

What are your passions?
Who is your target audience?
Answer these questions and use them
to build a brand which targets the
right goals. Your brand should share
your values and your passions with
your shoppers.

Think about TOMS shoes, for example,

the company gives part of each sale
to charity, as the owner of the brand
values philanthropy. This attracts
customers who also value charity,
and the company has established
itself as an unforgettable brand as a
result.
2:
COMMUNICATE
YOUR BRAND
STORY
A brand story recounts the series of
events that sparked your company’s
inception and expresses how that
narrative still drives your mission
today.

Just like your favorite books and

movies’ characters, if you can craft a
compelling brand story, your audience
will remember who you are, develop
empathy for you, and, ultimately, care
about you.
In sum, your brand’s story
structure should look like this --

1. Status quo
2. Conflict
3. Resolution
BRAND STORY EXAMPLE
TOMS SHOES
According to the website, which includes The Toms
Story, founder Blake Mycoskie “witnessed the hardships faced
by children growing up without shoes” while traveling in
Argentina in 2006. “Wanting to help, he created Toms Shoes, a
company that would match every pair of shoes purchased
with a new pair of shoes for a child in need,” the site says.
3: ESTABLISH
VISIBILITY
Your target audience must be able to
see your brand if you want it to grow.
There are millions of businesses in
Nigeria, each trying to carve their way
into the top 1%.

To capture the attention of your

audience, you’ll have to work for it –
the “if you build it, they will come”
mentality doesn’t exist in Nigeria.
To establish visibility, you need to
provide value. Make it clear why
customers should buy from your
brand instead of a competitor.

Value comes in many shapes and

sizes, and it doesn’t mean you need to
offer the lowest prices in your niche
to make sales. You can provide value
in several ways:
HOW TO PROVIDE VALUE
EXAMPLES

Offer a very high quality or unique product which can’t be

found elsewhere.
Create an effective and desirable gimmick. Just as TOMS
donates a few dollars from each sale to charity, you could
implement a similar gimmick into your own brand to provide
value.
Offer top-notch customer service.
4: BUILD
CREDIBILITY
Scams are aplenty online and
customers have grown increasingly
wary of them.

People need to know they can trust

you before they’re willing to purchase
a product – they need to know they’ll
receive the product and they need to
know the product will work as
advertised.
HOW CAN YOU BUILD
CREDIBILITY?
Use testimonials, case studies, and reviews to showcase the
experiences of other happy customers.
Create a professional and responsive website.
Work with trusted influencers in your niche to establish a
good reputation among their followers.
5: DELIVER
CONSISTENTLY
Consistency is a major part of
branding. When a company’s service
and products are consistently
delivered as expected, they further
establish their brand as recognizable.
CASE STUDY
COCA-COLA
When you open a can of Coca-Cola,
you know exactly what to expect: a
pop, a fizz, and a swig of delicious and
timeless soda.

Coca-Cola tried to change their recipe

several years back, and customers
were so outraged at the brand’s move
they forced the company to return to
their old recipe. Why? Because
consistency is key. Customers
expected a certain flavor from the
brand and Coca-Cola didn’t deliver.
 "IF YOUR CUSTOMERS
EXPECT SOMETHING FROM
YOUR BRAND, GIVE IT TO
THEM – OVER, AND OVER,
AND OVER AGAIN."
6: BE
AUTHENTIC
Authenticity is a requirement for
excellent branding. You’re marketing
to people with a passion for your
product, and they’ll know if you’re not
being honest about your statements.

People prefer brands who are

authentic. Yes – branding involves
building a facade for your store, but
you don’t have to be fake to build this
image. Your image should exaggerate
your values as a company, not pose
fake values.
Being authentic doesn’t require hard
work or carefully planning – to be
authentic, you need to be yourself and
let your target audience connect with
your brand on a personal level.
QUESTIONS?
THANK YOU
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