Not just a logo but a great customer experience too

BOTI’s marketing and advertising courses, social media marketing courses and digital marketing short courses will point you in the right direction.  Book now!

marketing and advertising courses, social media marketing courses and digital marketing short courses

BOTI’s marketing and advertising courses, social media marketing courses and digital marketing short courses: knowledge at your fingertips – not just a logo but a great customer experience too

Enrol now on one of BOTI’s social media marketing courses, digital marketing short courses or marketing and advertising courses now!

It is a huge mistake to believe that once you have established a form of corporate identity, designed a logo, placed an ad in the newspaper,  printed business cards,  brochures or stationery; that your branding is done.  Nothing could be further from the truth, since, these tactics are marketing tactics and not branding per se.  When you enrol on one of BOTI’s marketing and advertising courses, social media marketing courses and digital marketing short courses you will discover exactly what your brand entails.

Branding is about creating as well as living the message.  Your brand is a perception (of the message) that lives in the hearts and minds of your target audience which is defined by their experience with you (your company) and its products and services.  It is a process that consistently evolves in a relevant and distinctive fashion throughout the life of the business.  Let’s take a look at a real life example.

Nando’s – a well-known South African brand

Hot or what?

marketing and advertising courses, social media marketing courses and digital marketing short courses

 

 

The brand as a great customer experience has a taste of its own

Imagine that you are a tourist from the UK visiting South Africa.  You are driving on one of the highways in Johannesburg and a huge billboard with the word: Nando’s lights up on the bridge in front of you as you move past.  Since you are a foreigner you have no idea what the Nando’s brand is all about.

Part of your tour around Johannesburg involves a taste for culture and a trip to Gold Reef City.  On the way there, another Nando’s ad pops up, a static billboard; this time, you notice visual elements, a chicken and a large chilli – the colours of the branding stand out, with lots of red; just as hot, no doubt, as the food being advertised, both figuratively and literally speaking of course!

Then, your aunt happens to take you on a shopping trip to Eastgate, one of Johannesburg’s largest shopping malls.  You shop till you drop then suddenly you happen to spy a Nando’s restaurant in the food court.   Immediately, you recognize the colours and style of the logo.  You wonder if Nando’s does indeed taste as hot as it looks!

You walk into the restaurant and are immediately greeted by the aroma of spicey chicken.  You can almost taste the lemon and herb as you stare at the menus lining the walls above the take-out counter.  You also notice that Nando’s sells their very own range of special sauces and you are impressed that they cater for  a wide range of tastes, literally, a full continuum from mildly spicey to extremely hot. At the same time, you are warmly greeted by the assistant at the counter.

‘Good day Ma’am, what would you like to order?  Can I recommend our special of the day?’

There are some really hot deals here!  Hot deals, hot chilli and warm greetings combine and you are starting to warm up to the brand and can’t wait to tuck in!

BOTI’s marketing and advertising courses, social media marketing courses and digital marketing short courses will point you in the right direction.  Book now!

The entire experience that you took in through your five senses as a result of your interaction with Nando’s represents the brand of Nando’s.  The logo itself did not spark an emotional connection to the actual meaning of the brand.  It was the experience that you had with the brand that created a brand relationship and had meaning to you.  When you leave Nando’s and your holiday in South Africa comes to an end, you have a reference of the impact the experience with Nando’s had on you and a concept of how Nando’s made you feel.

Magical secrets to creating a great brand and great customer experience in the 21st Century

In this second decade of the 21st Century, when we are developing at such a rapid rate and exist in a world where we are consistently confronted with and confounded by exponential growth in all industries alike yet, even more so in the technology sectors, unlimited options exist to choose from in every brand category imaginable with information constantly at our fingertips that equally defies the imagination.

Let’s remove the veils and reveal what brand characteristics help us to unlock the secrets of what makes a great brand today.  And even more still will be revealed when you enrol on one of BOTI’s marketing and advertising courses, social media marketing courses and digital marketing short courses.

Among others, the first great secret is embodied in the famous quote “Know thyself” by renowned Greek Philosopher, Socrates

In other words, a great brand invests the effort to get to know itself and thereby establish a strong identity and presence.

A great brand also knows its audience, and possesses an in-depth knowledge and understanding of the demographics of their target audience as well as what interests them and how they communicate.  Other typical characteristics involve the brand being:

  • Relevant
  • Consistent
  • Flexible
  • Unique
  • Able to connect emotionally
  • Driven by a clear brand strategy
  • Has its own story that is never revealed entirely

For a brand to succeed it is also important that the messaging framework reflects a strong, undiluted brand message that internally stimulates and consistently connects with customers via all available touch points.  BOTI’s marketing and advertising courses, social media marketing courses and digital marketing short courses will point you in the right direction.  Book now!

 

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