Biz meeting looks at branding in business

The importance and characteristics of strong branding were the topics of discussion at the third Biz-Cluster breakfast, hosted by Gryphon Enterprise Development, at Marechelle Country Estate, in Kempton Park, recently.

May 1, 2017

Erik van Dijk 1 minute read

Jacques van Heerden, CEO of Gryphon Enterprise Development, led the meeting, dividing the tables into three groups.

Each group was assigned a captain and asked to define branding, list its key characteristics and discuss how to build a strong brand.

The attendants agreed branding is defined by the product or service itself; if the company offers quality, it will have a strong brand.

A brand is what the company and its products/services are in the thoughts of the customer.

The groups came up with several characteristics of a strong brand:

• A recognisable visible element to the brand, where the correct use of colour is vital

• Being well-known

• Customers are satisfied with the product/service

• There is belief in the product/service

• Consistency

• It must be innovative

• It represents the quality of the company’s product/service.

These are some of the points raised by the groups for building a strong brand:

• Use feedback from customers to improve the product/service offered

• Employ people who share your vision for the company

• Go into an industry for which you have a passion, then quality will follow

• Give your product/service something unique to stand out

• Use social media to spread awareness of the brand

• Maintain high levels of quality control

• Deliver on the promise of your brand.