Attaining a good brand is a worthwhile effort

Brown shouldn’t be confused for an American or a European. Actually he is a Ugandan from the Western region. He came to be referred to as “Brown” because he is a light skinned man. However, if there is anything that has since become inseparable from his nick name - Brown, it is his home made fresh juice, also referred to as Brown’s Juice.

Based in one of the heavily populated suburbs of Kampala, Brown, quickly discovered that he could make some quick money for survival by selling a few glasses of fresh juice to people around him. About six years down the road, he has failed to capitalise on his hugely popular name despite slightly increasing his capacity from about five litres a day (when he had just started) to between 20 and 30 litres now.

Worth noting is that, over the years Brown has also lost out several opportunities that could have changed his life for the better. Time and again he has received orders to deliver more than 50 litres of fresh juice, following his good name and experience, but he has not been successful at doing that.

Lately, with nothing to show for his hard work, he has started complaining of fatigue and contemplating leaving the juice business for a less strenuous one.

Brown’s experience is a typical example of most enterprising Ugandans who after several years in business end up with nothing because they do not know how to make the best of their appealing name and the products- brands.

Experts say although branding is a journey, which takes care of itself. It can only be achieved by people who are ready to formalise their businesses so as to reap its lasting rewards.
At a recent business clinic, organised by Enterprise Uganda, Mr Charles Ocici, the Enterprise Uganda executive director said for Small and Medium Enterprises to reap big from branding, they must undergo the formalisation process that includes legal registration, have official business premises and importantly among others, have systems and values to drive the business. “With systems in place anything can happen, the business can even live after your life expectancy and that is how brands are created,” Mr Ocici said.

Still, as one builds a brand, the disruptions of erratic relatives must be kept at bay. According to Mr Ocici, relatives must not be introduced straight away into management position, suggesting that they should pass through the ranks so as to appreciate the entire chain of the business.

Addressing succession issues and clearly allocating roles of owners must be done in the initial stages because it could impact on the brand development journey. It is also important to avoid over emphasising past experience as it takes away the focus from the ball.

Getting engaged in several businesses at the same time, obsession with showy life styles and excessive debts are some of the instances that does not only explains the low level of formalisation in Uganda but have killed several brands that would now be reaping big.

Mr Ocici argues that without formalisation, businesses in Uganda will remain informal and will not only suffer but struggle to achieve the successes of branding. Mr Ocici said the moves leading to formalisation are normally costly and time consuming, a path that local SMEs do not want to walk through.

Still, issues such as adhoc decisions, unplanned diversification and growth, inconsistent performance and disjointed leadership are some of the effects explaining low formalisation.

To deal with the aforementioned challenges, experts argue that the process to formalise should not be delayed but take effect as soon as the business starts. Experts also advise that it is important to seek views of employees because they deal with the clients on a daily basis, meaning that they have more practical solutions to problems than the owners. Proper rules that apply even to you including suitable systems must be up and running for it’s an important step towards real branding.

Branding is all but about a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

It therefore makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include: clear delivery of a message, confirms your credibility, connects your target prospects emotionally, motivates the buyer and concretises the customers’ loyalty among others.

To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact. Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.

A strong brand is invaluable as the battle for customers intensifies day by day. For SMEs that are already established it’s important to spend time investing in researching, defining, and building your brand while SMEs that are yet to be established, it is important not to lose focus, but importantly start the journey to branding now, first, by formalising your business. Brand managers Smart Money spoke to last week all agree that successful businesses are as good as their brands, arguing it is what rates one business from another.

Although, it is hard to cost the price of a brand because it is a matter of the heart, analysts say in case of any transaction involving transfer of ownership, the brand plays a huge role in determining the cost.