Empowering
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THE TEF BUSINESS MANAGEMENT
TRAINING PROGRAMME
ADVANCED COURSE: MODULE 3
BUILDING ENDURING BRAND AND BUSINESS NETWORKING
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TABLE OF CONTENTS
01 Guide to Brand Marketing
02 Impact of a “Story Well Told”
03 Developing Effective Networking Skills
04 Building Confidence in Business Communication
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OVERVIEW OBJECTIVES
Brands have become tools to determine the fortunes of
modern businesses, business owners and operators. To ensure At the end of the training, participants will be able to;
the survival and enduring success of brands, business owners
➢ Understand the concept of branding; the role of branding in
and specifically brands have to engage in business networking;
today’s world of business.
amongst other activities. The overall module content covers the
concept of Branding; the role of brands in our today’s world of ➢ Realize and understand the need and importance of building
business and enterprise. It also identifies and establishes a business brands.
relationship between branding and business networking.
➢ Build successful brands by engaging in business networking
amongst other activities.
This Module covers four sections as stated on the cover page
and each is backed by related topics and lecture contents ➢ Understand the relationship between branding and business
which provide brief but in-depth analysis and synthesis of the networking.
subject matter. It is also designed to provide functional,
professional and hands-on information to business owners,
brand custodians and students alike.
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1.0 GUIDE TO BRAND MARKETING
A brand is the way a product, company, or individual is perceived by those who experience it. Much more than just a name or a
logo, a brand is the recognizable feeling these assets evoke.
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BRAND CONCEPT; BRANDING AND THE DNA OF BRANDS
The topics and contents covered in this chapter are; BRAND IDENTITY AND VALUE
➢ Evolution Of The Brand Concept: Brand Identity, Value
➢ Proposition And Perception? Brand identity and value are consciously or unconsciously
➢ Brand Dynamics: The Brand World created by the brand owners and passed on to the
➢ Leveraging The Brand: Positioning consumers; who translate or given meaning and relevance to
➢ The Role Of Brands In Business Networking the brand.
EVOLUTION OF THE BRAND CONCEPT: IDENTITY, VALUE PROPOSITION AND PERCEPTION?
A brand offers a proposition which is a promise that it makes.
There is a practical definition of brand, however, a more
The brand proposition ties in with the brand value. The brand's
acceptable and a working definition is that “Brands are the
promise should be easy to understand, engaging, unique,
tangible and intangible attributes of a product, service or
relevant (to the target audience), and most importantly
place comprising the brand names, logo, colours, values,
consistent.
elements, attributes, customer service levels, price, packaging
The Brand perception is what customers believe a product or
etc.”
service represents, not what the company owning the brand
says it does.
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THE EVOLUTION OF BRANDS
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BRAND DYNAMICS: THE BRAND WORLD BRAND POSITIONING
Dynamic brands are often called living brands, because they Positioning refers to the place that a brand occupies in the minds
physically change or move, reflecting the very definition of of the customers and how it is distinguished from the products of
dynamism. A dynamic brand is imbued with more energy; to drive the competitors. It is the means by which a company creates a
change, movement and flexibility. A successful brand has and sustainable competitive advantage.
exhibits the quality of mutability, that is, it is continually evolving,
changing, and adapting to globalization and new technologies. BRANDS IN BUSINESS NETWORKING
Thus, the mutability of a brand or its ability to change is drawn from
its dynamism.
For brands to create emotional connection between the
customers, investors, tourists, products, services and businesses,
BRAND LEVERAGING countries and regions there is need to engage brands in business
networking.
Brand leveraging is the strategy to use the power of an existing
Business networking is the art of establishing beneficial relationships
brand name to support a company's entry into a new but related
with clients and other people so that you can realise, develop and
product category by communicating valuable product
act on available opportunities.
information to the consumer.
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2.0 IMPACT OF A “STORY WELL TOLD”
This chapter and its topics, provide understanding of the relational index between the communication
process and brands. The communication process births the communication model.
THE COMMUNICATION MODEL
The Communication process starts with the transmission of message by a communicator and end with
receiver’s feedback. A communication model evolves when the communication process is represented
through a line or picture, or pictorial presentation.
The simple model of communication consists of a sender, message and receiver. These are examined; as
they relate to brand proposition and positioning.
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THE BRAND CONNECT: THE MEDIUM AND THE MESSAGE
Brand messages pass through the communication
process and are conveyed through various platforms or
channels. These platforms or channels are known as the
Medium. Branding and marketing enjoy a plethora of
platforms, media and channels which convey the
message of a brand and company.
Particularly on the medium, the present era is the digital
and social networking era—an era filled with multiple
means of communications, platforms, niche interests and
audiences.
Platforms are all the social media platforms: Facebook,
Twitter, LinkedIn, Periscope, Snapchat, YouTube, etc
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IMPERATIVES OF EFFECTIVE COMMUNICATIONS: THE 5W’S AND H
Effective communication is a process of exchanging ideas,
thoughts, knowledge and information such that the purpose WHY?
or intention is fulfilled in the best possible manner. Effective
Communication requires the creation of content in order to
connect with your audience. HOW WHAT?
To create content for effective communication, the 5 W’s & H
is stated as a useful, well-worn writer’s technique or
“reporter’s questions.” These are, the Who, What, When, WHEN? WHERE?
Where, Why and How.
The 5 W’s and the H – Question Guide also helps in
conducting brainstorm sessions for ideas and map out an
outline for effective communication content.
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PERCEPTION OR REALITY? TIPS TO WRITING YOUR IMPACT STORY
The reality of a brand comes from customer use, experience,
functionality, reputation and word of mouth recommendation -
on social media channels as well as face to face. Our brands and
businesses exist to impact upon and make a difference in the
world, and the effect you have on the lives of the customer is a
source of inspiration. Perception is oft reality.
It therefore makes good business sense to guide perception and
therefore ultimately value perception. In telling our brand impact
stories; whether it is through social media links to website, or
through more traditional methods like print and direct mail, our
brand impact stories should captivate and effectively engage
our customers.
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3.0 DEVELOPING EFFECTIVE NETWORKING SKILLS
In this chapter and its topics, provide understanding of the
relational index between the communication process and
brands. The communication process births the
communication model. Every brand is or rather, has a story
to tell; of its identity and image, values and other consumer
centric information.
INTRODUCTION TO BUSINESS NETWORKING
Our lecture defines Business networking as the art of
establishing beneficial relationships with clients and other
people so that you can realise, develop and act on
available opportunities.
We need business networking to expand our knowledge,
learn from the success of others, get new clients and tell
others about our business.
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IDEAS: RULE YOUR WORLD WITH CREATIVITY AND INNOVATION
INNOVATION: IMPLEMENTATION PHASE OF CREATIVITY
Ideas sit at the nexus between creativity and innovation. An idea
could be a thought, concept, conception, notion or impression.
Thus, ideas influence and impact on creativity and innovation to
determine outcomes.
Our Module defines creativity as the thought process of a new
idea - product or/and service. Through creativity, ideas are
generated in the attempt to solve a problem or produce
something new. Innovation is the Implementation PHASE of:
Creativity. Its functionality includes actualizing, materializing,
manifesting, bringing about or introducing creativity.
Creativity and innovation play a huge role in business.
Virtually every product in existence has resulted from an
interaction of these two concepts.
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TARGETS OR CONSUMERS: WHO ARE WE TALKING TO?
Our Module defines the term “target consumer” as the
specific group of consumers who are the focus of a
company's advertisements. Brand marketing professionals
use media outlets as resources to reach (TARGET) and
communicate to you (CONSUMER) effectively.
Much like target markets, target consumers have a large
impact on a company's marketing and advertising plans.
When companies design campaigns with messages to be
conveyed in advertisements, they compose them
specifically around the target consumer attributes.
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EFFECTIVE BUSINESS NETWORKING CHANNELS: TYPES AND BENEFITS
The primary purpose of business networking is to tell others about your business and hopefully turn them into customers. This ultimately,
increases business revenue. A highlight of types of Business Networking Organizations include; Strong Contact Networks, Casual
Contact Networks, Community Service Clubs, Professional Associations, and Online/Social Media Networks.
The latest amongst these is the Online/Social Media Networks and there exist several groups of online/social media networks used
purely for businesses that often use modern tools such as chatrooms to connect with entrepreneurs around the world. Online/social
media networking enhances digital marketing and the bigger your Brand, the more effective audiences of social networking would
identify, interact and patronize your brand.
Benefits of business networking are; to maintain business relationships, identify opportunities for partnerships and joint ventures, and
create new areas of expansion for a business.
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4.0 BUILDING CONFIDENCE IN BUSINESS COMMUNICATION
This is the last chapter of our Module lecture on Building Enduring Brand and Business Networking. The topics herein, essentially focus on
the brand or business owner or entrepreneur. Treated in detail are the expected qualities, skills and disposition that would ensure his
business success; growth and profitability.
ESSENTIALS OF INTERPERSONAL COMMUNICATION
Interpersonal communication is the process by which people exchange information, feelings, and meaning through verbal and non-
verbal messages: it is face-to-face communication. Interpersonal communication is not just about what is said - the language used -
but how it is said, and the non-verbal messages sent through tone of voice, facial expressions, gestures and body language.
Our lecture/study highlights the various uses or objectives of interpersonal communication. These include; to give and collect
information, influence the attitudes and behavior of others, form contacts and maintain relationships, express personal needs and
understand the needs of others, make decisions and solve problems; amongst others.
For interpersonal communication to be effective, there are some imperatives which are highlighted in our lecture. These include self-
awareness, ability to learn and grow, communication and influence. Furthermore, our study capture and highlights the various skills
required for interpersonal communication.
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THE ENTREPRENEUR’S MANDATE CONFIDENCE BUILDING IN BUSINESS COMMUNICATION
For a brand owner or entrepreneur, dominating and We define confidence as a factor which comes from feelings of well-
succeeding in business, requires having dreams, goals being, acceptance of your body and mind (your self-esteem) and belief
and a purpose in life. in your own ability, skills and experience. Thus, the entrepreneur must
have self-confidence.
A company is in existence to strive to meet its MANDATE:
vision, mission, value offerings, statutory and official Building self-confidence requires positive thinking, practice, training,
responsibilities. knowledge and talking to other people and these could be major
players in achieving success in business.
An Entrepreneur's Mandate entails a strategic process
with operational tools and wisdom to apply to realise the Being self-confident means; trusting in yourself and your abilities; being
business dreams and goals. assertive and able to take initiative on tasks and handle pressure without
too much stress; willing to take on new challenges in the workplace and
The Entrepreneur must follow strategic directions to
able to successfully complete tasks on time and on budget; having a
achieve set goals and targets; post profits and, probably
high sense of self-esteem and being more productive.
experience and overcome some business challenges.
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RESOURCES
STAGE MODULE TOPIC
ADVANCED COURSES MODULE 3
RESOURCES FOR MODULE 3
Exercise 1 You have a Brand/Product that is relatively unknown in the marketplace, how will you apply these factors to make
it a market leader?
a. Brand Identity,
b. Value Proposition and
c. Customer Perception
Exercise 2 Your organization has just introduced a new product into the market, what strategies and means would you
adopt to reach out to your target customers and how will you ensure new customers are also created?
Exercise 3 You company manufactures liquid soap, and a fake or adulterated brand of your product has just been
introduced into the market, what measures will you adopt and implement to ensure your customers distinguish
between your product and the adulterated brand? .
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RESOURCES
Case Study 1 SCHWINN BICYCLE COMPANY
During the 1950s and 1960s, no bicycle manufactures was as successful in the United States as SCHWINN BICYCLE
COMPANY. SCHWINN bikes dominated the world of bicycle manufacturing and sales.
Founded in 1895 by the German immigrant Ignaz Schwinn, the firm led the U.S. bicycle for many years. In the
1960s, one out of every four bikes sold in the United States was a Schwinn. Towards the end of the 1980s, however,
everything seemed to fall apart. Sales dropped from 1 million bikes in 1987 to 500,000 in 1989. Market share
declined from 10% in 1983 to less than 4% in 1992.
Between 1989 and 1992, the company lost around $50 million. By end of 1992, the SCHWINN BICYCLE COMPANY
filed for Chapter 11 bankruptcy signaling the end of one of the best renowned brand names in the U. S.
Questions:
i. Mention 4 factors that made the SCHWINN BICYCLE Brand successful at the outset?
ii. To what extent did business networking influence the rise and fall of the Brand?
iii. If you are appointed as the company’s CEO, what measures would you recommend to revive the ailing brand?
Case Study 2 THE STORY OF THE CREATION OF VIRGIN ATLANTIC AIRWAYS
In 1970, Richard Branson and few friends founded Virgin Records as a small mail-order company in London,
England. The partners chose the name Virgin because of their youthfulness and lack of business experience. Within
thirteen years, however, the company grew into a chain of record shops and the largest independent label in the
United Kingdom. The 1990s saw the retail business grow to include more than a hundred Virgin “megastores”
sprinkled around the world.
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In February 1984, a young lawyer approached Richard Branson with a proposal to start a new airline. Virgin’s
board of directors considered the idea absurd, but with Branson’s persistence, the first Virgin Atlantic airplane took
off from London’s Gatwick Airport.
Richard Branson gave the Virgin Brand an attractive value proposition: “To provide all classes of traveler with the
highest quality of travel at the lowest cost”.
Though compact in outlay, the Virgin Atlantic brand enjoys the consumer awareness and reputation as large
international carriers. For example, a 1994 survey showed that over 90% of all British consumers had heard of Virgin
Atlantic. Focus groups consistently show that Virgin is a trusted brand with innovative products and high service
value standards.
i. What are the factors that influenced the established of the Virgin Brand Identity?
ii. “…Virgin’s board of directors considered the idea absurd”. Adduce reasons why and, for Richard Branson’s
persistence.
iii. Define your company’s products or service offerings. What lessons can you draw from the Virgin Atlantic
creation to become a successful, dominant Brand?
Further Reading [Link] Brand Management: Aligning Business, Brand and Behavior
Links [Link] The Most Important Skills for Networking
[Link] Effective Communication in Business
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Thank you!
THANK YOU!
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