Connect with us
Apply Now

Executive Voice

How To Build A Personal Brand with Marketing guru Herman Kariuki

Branding involves creating a unique selling point to differentiate a company’s products or services from its competitors. Each company tries to make a positive perception and grab customer attention. Building a brand is essential because it helps marketers convince indifferent buyers to try a product. If most first-time customers experience high satisfaction levels, they associate the company with quality items. As a result, such individuals turn into return customers, and their positive reviews attract more prospects. Experienced business owners understand that maximizing the quality of a product is not enough because return customers need to identify your product with ease. Logos, jingles, and slogans are standard branding techniques that various business owners use to shape how the public views their company. Herman Kariuki, one of the most successful marketing gurus, recommends startups and digital Marketers to observe the following steps when building a personal brand.

The critical steps in the branding process

  1. Know your target audience

Most businesses target a specific gender, age group, location, income level, and other demographic classifications. Identifying the right audience is vital in marketing because companies cannot sell some products to some individuals. For instance, it is inappropriate to target children when advertising alcohol, cigarettes, and other sensitive products.  Sellers that focus on the most appropriate clientele tend to close more sales and compete effectively.

It is essential to analyze available sales data before running any form of a marketing campaign. If such data does not exist, you might choose to collect or use third parties to carry out online surveys. The statistics contain crucial information regarding customers’ shopping habits and their demographics. Details about customer behavior can help you understand if your product might appeal to specific groups. Further, it might also show if the sales are seasonal and the time of the day when more customers purchase the item.

If some established firms offer a similar product/service in your area, it is wise to learn how they run marketing campaigns. Understanding your competitors can help you identify their weaknesses and come up with strategies to attract the audience. After thorough analysis, engage people who fit your target profile and let them say what they need and aspects that existing firms fail to address. With such information, you can create a detailed outline of items that your brand should have.

  1. Identify your firm’s unique selling position.

Your competitor might have a wide range of marketing strategies that might prevent start-ups and medium-sized businesses from growing. Some might focus on product quality, while others might prefer attracting customers using affordable pricing. Whichever the case, you need to identify shortcomings in their products or customer base so that you can come up with ways to counter their market domination. Use the details to create a unique selling proposition that highlights your brand’s features and how it meets customer needs.

  1. Create your firm’s personality

Your company needs to have a personality just like a human because it connects your customers to your mission. The public should be able to associate your brand with aspects you intend to achieve. For instance, bottled water might be connected with dehydration or thirstiness. If such a brand uses descriptive words that show the importance of water in human bodies, more customers might use the product to stay hydrated.

  1. Create a slogan and an appropriate logo

Logos help customers, even the ones who are unable to read, identify a brand with ease. An effective logo should be well crafted to convey the unique perspective of the brand. The key aspects to consider during its design includes iconography, font, and color. Your designer might recommend that you stick to a specific color or font to enable your clients to spot your products from a distance. On the other hand, the slogan complements your goods or services by stating why they are unique. The phrase should be short, concise, and catchy to attract people’s attention.

To wrap up

Branding is a critical undertaking because it can help you grow your business by making your services or goods appeal to customers. Most business owners that tend to win more prospective customers are the ones who create their brands before running marketing campaigns. Therefore, branding can help organizations build their clientele base and thrive because their unique perspectives lead to repeat customers.

Continue Reading

Copyright © 2022 Disrupt ™ Magazine is a Minority Owned Privately Held Company - Disrupt ™ was founder by Puerto Rican serial entrepreneur and philanthropist Tony Delgado who is on a mission to transform Latin America using the power of education and entrepreneurship.

Disrupt ™ Magazine
151 Calle San Francisco
Suite 200
San Juan, Puerto Rico, 00901

Opinions expressed by Disrupt Contributors are their own. Disrupt Magazine invites voices from many diverse walks of life to share their perspectives on our contributor platform. We are big believers in freedom of speech and while we do enforce our community guidelines, we do not actively censor stories on our platform because we want to give our contributors the freedom to express their opinions. Articles are not commissioned by our editorial team, and opinions expressed by our community contributors do not reflect the opinions of Disrupt or its employees.
We are committed to fighting the spread of misinformation online so if you feel an article on our platform goes against our community guidelines or contains false information, we do encourage you to report it. We need your help to fight the spread of misinformation. For more information please visit our Contributor Guidelines available here.

Disrupt ™ is the voice of latino entrepreneurs around the world. We are part of a movement to increase diversity in the technology industry and we are focused on using entrepreneurship to grow new economies in underserved communities both here in Puerto Rico and throughout Latin America. We enable millennials to become what they want to become in life by learning new skills and leveraging the power of the digital economy. We are living proof that all you need to succeed in this new economy is a landing page and a dream. Disrupt tells the stories of the world top entrepreneurs, developers, creators, and digital marketers and help empower them to teach others the skills they used to grow their careers, chase their passions and create financial freedom for themselves, their families, and their lives, all while living out their true purpose. We recognize the fact that most young people are opting to skip college in exchange for entrepreneurship and real-life experience. Disrupt Magazine was designed to give the world a taste of that.