12 Oct 2022

Product branding is important for all business  since today’s consumers are more informed and associate with their brands.

   This means companies should be   innovative in order to have competitive advantage.

Managing Consultant at Talitha Cumi Consulting, Mr Pako Moshaga said in an interview on Tuesday, that companies should invest in building a socially conscious brands.

“In other words, businesses that invest in and share stories about their measurable social contributions increase brand value and carve out a competitive advantage,” he said.

He said branding gave businesses a mileage in reaching the targeted market.

Mr Moshaga said some local companies did not make it in the market because of failing to  brand their products.

He said branding defined the entity or product’s public persona, character and image, pointing that it involved setting up a clear theme, direction and values that would guide a branding strategy.

Therefore, he said it was  important for brand ambassadors to conduct themselves in a manner that was consistent, courteous, professional, morally and socially upright.

This included the type of pictures they post, who they take pictures with and what they write on social media.

Mr Moshaga  suggested that they should have a manager to run their social media accounts, managed their calendar and coached them on issues pertaining personal branding and public relations.

He said there were numerous instances of an brand ambassador’s scandals or public comments resulting in loss of endorsement deals.

The damage, he said could result in the  public boycotting purchasing the brand’s products. This is costly, according to Mr Moshaga as it might need an expensive public relations campaign to counteract the damage.

“The power of branding is based on the fact that people notice consistency and they value it, as it communicates professionalism, integrity and reliability,” he said.

According to Mr Moshaga, having a great product or service does not suffice without creative branding.

He said the missing piece was often getting the world to notice one but branding sparked interest and positioned a product or company to be preferred over other names. ENDs