brand | TRW Interns

Why Brand Reputation Matters for Your Business and How Inconsistent Branding Could Destroy It

February 13, 2025 by Isioma Opute

In any business, brand reputation is one factor that can make or break your success. Brand reputation is how the public perceives your company or brand. It’s what people think of when they hear your name or see your logo. Let’s think of it this way: Imagine you’re in a supermarket, standing in front of the soft drink aisle. You see two options: Coca-Cola, a trusted, well-known global brand, and a lesser-known local brand you’ve never tried before. Which one are you more likely to choose? Most people would pick Coca-Cola, even if the local brand is cheaper. Why? Because Coca-Cola has earned trust over the years through consistent product quality, solid marketing, and a great customer experience. The familiarity and reliability of Coca-Cola make it the easy choice. This is the power of brand reputation. A strong reputation builds trust with customers, and trust is what influences their purchasing decisions. When customers trust your brand, they come back for repeat business, recommend you to others, and help drive your sales. It also helps your brand stand out in a crowded market and attract new customers. On the other hand, a poor reputation can have the opposite effect. It can lead to lost sales, bad reviews, and a damaged image that’s tough to repair. That’s why building a solid brand reputation is so important. How Brand Reputation is Built Building a strong brand reputation doesn’t happen by accident. It’s earned over time through consistent actions. Brands with good reputations always deliver on their promises, maintain high quality, and engage with customers in a way that makes them feel valued. Here’s how you can build a strong reputation: Consistency in Quality: Always offer reliable products or services that live up to your brand’s promises. Reliable Customer Service: Be there for your customers when they need you. Resolve issues quickly and professionally. Clear Messaging: Make sure your message is always clear and aligned with your brand’s values. Also ensure it’s consistent across different platforms. Well-known brands like Coca-Cola, Nike, Tesla, and Amazon are great examples of companies that have built trust by staying consistent in their messaging and actions. They don’t just promise quality; they deliver it at every interaction with their customers. The Danger of Inconsistent Branding While building trust is important, protecting that trust is equally crucial. Inconsistent branding can be a silent killer for businesses. Imagine you’ve trusted a brand for years, but suddenly their messaging, product, or service quality changes. That can confuse customers and make them question whether they can still rely on the brand. Studies show that about 1 in 5 businesses fail because of inconsistent brand reputation. You’ve probably seen it happen: brands that were once popular fade away because they lost their consistency. Whether it’s due to poor customer service, a drop in product quality, or mixed-up messaging. The damage to a brand’s reputation can be hard to fix.This is why maintaining a strong brand reputation is a continuous effort. It’s something every business, big or small, must invest in. At TRW Consult, we help to manage your brand reputation. Wedon’t just monitor your brand; we help protect and promote it. Using a combination of powerful tools, including native and artificial intelligence, we track your brand’s performance, spot potential risks, and take proactive steps to ensure your reputation stays strong. What does this mean for you? It means that with TRW Consult on your side, you stay ahead of the competition. We make sure your branding is consistent across all platforms, which helps maintain customer trust and boost sales. We also ensure that your messaging stays clear, compelling, and true to your brand promise. Ultimately, trust turns customers into loyal fans. At TRW Consult, we help you build and maintain that trust with strategic brand management. With our help, you can rest easy knowing that your brand’s reputation is in the best hands. We’ll handle the details, so you can focus on growing your business. Are you ready to protect and promote your brand? Reach out to us! Also Read: Why Having a Brand Identity Is Good for Your Business

Wear A Brand New Look

April 9, 2024 by Julius Tophozin

A wise man once said: A melodious voice singing in the dark would only be heard but never seen! Are you a business owner? Is your business or brand struggling to get visibility? Would you like your business to become the mantra on every lips? Let your next port of call be with TRW Consult. We are a marketing and communication agency. We give your brand visibility beyond the name. With our out-of-the-box and unusual publicity magic, we give your brand a buzz that will extend beyond your immediate environment. Our diligent and efficient creatives are on hand to give you the Midas touch. READ ALSO: Get Your Domain Active Again What are you waiting for? Click here to send us a message! We promise to stay with you all along the way! TRW Consult…redefining you.

How to Become a Good Brand Marketer

February 5, 2024 by Chioma Eneje

To understand who a brand marketer is, we need to know the meaning of the keywords. A brand is a business or product that is used to identify the discretion of the consumers. The brand is made through rigorous practicals, advertisement, packaging and numerous designs. Also, a marketer is a person who promotes a business, products and services of an organization. They are tasked with the duties of figuring ways or activities that can boost sales and revenue, whatever is figure must align with the objective and mission of the organization and market demands. Brand Marketing Brand Marketing entails the process of increasing a brand’s recognition and reputation to a targeted audience. This involves creating and maintaining brand-consumer relationships and marketing brand attributes. A brand marketer conveys the value and idea of the brand in an engaging and relevant way. The importance of a brand marketer should never be underrated. They help customers identify and differentiate products from one another. Also, they build customer loyalty and encourage repeat purchases. Importance of a Brand Marketer There are genuine reasons why a brand marketer is important for a brand. Although, I do not pressurize anyone to be in a hesitate to get one, it all goes down to having a plan and knowing what he/she wants for the brand. The importance of a brand marketer is: • To provide a great publicity and reach out to targeted audience. • To create a unique identity for it’s brand and processed products • To be a globally recognized brand • To be outstanding in the competitive market. • To help consumers understand the products and usages. What Makes One a Great Brand Marketer? Laura Fitton said; “Focus on the core problem your business solves and put out lots of content and enthusiasm and ideas about how to solve that problem.” Everyone can hold a phone and make content but no all can give befitting content. What makes you a great/unique brand marketer is your output of given assignments /tasks. Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Chernov. To become a great marketer, the following tips should be at the back of your palm.  Be Extremely Observant: Great marketers observe and pay attention to deal, and customers’ reactions. A marketer should look out for what intrigues the customers, makes them calm, and why they love a product. It is said that a successful marketer should be observed with market behaviours.  Be a Good Sales Rep/Person: A talented marketer can sell the least meaningful thing. Having the power of conviction as a marketer is a great tool. They ignite the sale of a product, subscription, launch and more. The messages are passed in a convincing manner.  Be a Great Planner: A marketer knows what content and words are appropriate for a brand. They are strategic and give a commendable output. More so, they are always working on new and exciting projects.  Ego is in Check: A great marketer should never begin a conversation with his achievements, rather he should focus on the customer’s challenges and ways to solve them.  Be Accountable: Great marketers believe in accountability and are not afraid of data and reporting. They are always accountable for their actions. Read Also: Healthy Ways of Burning Fat in the Body (Part 1) Conclusion As you plan to become a brand marketer or search for one, I urge you to remember these listed tips.

Why You Should Focus on Your Brand Logo

January 20, 2024 by Rodiat Ajuwon

When you set out to buy a shoe and you see the swoosh mark or a panther, you know it signifies the Nike and Puma brands respectively. If your choice is the Nike air max, you pick out the one with the swoosh mark, that’s the brand logo differentiating both products. This single Brand logo component sets the Nike shoe different from Puma’s even when product categories are similar. What Is a Brand Logo and Why Do I Need One? A logo is one of the components of the visual representation of your brand – as opposed to branding, which encompasses all the different components such as reputation, positioning, and perceptions of a brand in people’s minds when they think about a product or service. A brand logo is an ambassador for your brand. It is the first thing that communicates and speaks to your audience. It gives a feeling of what your brand is about. For example, the Nike logo signifies a sense of speed, and the brand has used it in its marketing campaign to promote agility, strength, and activeness. Your brand logo should be imprinted on all of your products and on everything that represents your brand. It should make a good impression and get people attracted to it, which would make them want to patronize your brand. Logos are made by designers who understand the brand’s identity, values, and personality. They create one based on the idea they want people to get about the brand. A good logo would over time help to boost your brand, which is why it’s important to choose one carefully. Here are more reasons: It serves as a means of identification for a brand. Everyone recognizes a Puma logo from Nike’s, or even Yeezy’s. A logo is the first thing that sets a brand apart when customers are trying to get their product. It speaks to the target customer and enables them to resonate with the brand. It helps give a glimpse of the brand’s identity. Sets you apart from your competitors. You can make a free brand logo using tools like canva, and wix. They provide a lot of samples you can use. Things to Consider When Making Your Brand Logo When choosing your company’s logo, there are lots of things you have to put into consideration in order to get one that will stand out like the half-bitten apple on all Apple products. Let’s dive into some of these considerations: You have to choose a logo based on your brand’s personality Here, you decide if you want to use a symbol or your brand’s name like the Coca-Cola brand. It is important that you consider the font and text size as they evoke certain emotions in people about the brand. Some fonts would scream professionalism, while others wouldn’t. The Coca-Cola brand logo easily evokes a sense of nostalgia with the Spencerian font. Your choice of brand logo should leave an impression Opt for a catchy logo that will be remembered and that will express your brand accordingly. Symbols like the Apple, Nike’s swoosh, and Puma’s panther are catchy and would leave an impression on whoever sees them. McDonald’s, Microsoft, and Netflix also have some brand logos that can’t easily be forgotten because of their great positioning and usage by the brands. Choose a logo that is appealing and will stand the test of time The Coca-Cola logo was first made on 29 May 1886, and despite the tweaks that have been done over the years, the logo lingers and cannot be forgotten. It should echo your company’s culture Your logo should show a glimpse of what your brand is all up for. The Coca-Cola brand clearly represents a sense of togetherness, and Indomie, presents a sense of fun and happy vibe with their brand. All the above considerations will be based on the kind of business you’re into and the tone, mood and feel you want to communicate with your brand. Conclusion Whether you own a big or small business, you need an image that speaks for what you do. A logo makes your business stand out. It serves the purpose of communicating the function and the purpose of your brand. Choosing a brand logo that will stand the test of time is important as it helps to improve your company’s image, and sets your brand apart from others. Rodiat Ajuwon is a Human Capital Development enthusiast.

How to Enhance Your Brand Value With a Well-Told Story

January 19, 2024 by Luqman 'Dayo Babatunde

Brand value is the quality that you want your product consumers to connect with in their perception of your brand. It is what your brand means to them. That is, your consumers’ positive perception. A brand is a composite of values which constitute customers’ perception. The value proposition of the Toyota brand is ‘Good Thinking, Good Product’, meaning that a lot of research is invested into making their product durable. Businesses are invariably about profit and vision. To actualize these, there must be some form of strategy to campaign for the brand. Perhaps the best way to predict the future is to create it. Thus, the best way to have a great brand is to create it by way of a positive narrative around it. The Nokia Example Nokia started as a paper mill company (book production, to enable communication between people through writing). Then they diversified into doing rubber works like manufacturing tyres and footwear for movement from one point to another. Afterwards, they go into cables and electronics production for ‘linking’ people. Then, they diversified their portfolio again into linking the world through the production of durable mobile telephones. Nokia has successfully built a corporate brand story of ‘Connecting People’ by associating ‘connecting’ and ‘strong technology’ with its evolving story. Creating Brand Value and Vision with an Impactful Story Your brand and business exist to make an impact and a difference. In telling your brand story, whether through your brand proposition, advertisement or social media campaigns, the common thread is that the story should captivate and engage your audience. In order to do this effectively, you need to note the following points: Authenticity is the key to telling great stories. Relate real-life experiences. Be real. Capture and emphasize the emotional qualities of your campaign that can be conveyed through your customer’s experience and impact on them. Adopt the use of human impact analysis. In promoting your brand, use real images of the people you are showcasing (with their consent) to create a positive impact. Provide context. Don’t assume your audience knows your story. Add enough background to build your story. For example, narrate how a business loan fintech solution for budding entrepreneurs was provided by your brand to address the plight of struggling start-ups and how such businesses can grow in phases with the aid of the innovation. This would make a good story. Strike a proper balance between saying only what you have to say and saying enough within a short space. Say only what is relevant. Brevity and concision are important. Play with rhythm of words for effect. Determine and set your communication goals and objectives. Make sure you are clear at the outset of the campaign and on the desired outcome, as this will inform what your call-to-action is. We live in a world whereby disruptive technologies, rapid structural changes and economic turbulence are impacting the global economy by accelerating the rise of complexity. Complexity turns out to be a major force businesses must consider when developing and executing marketing strategies. It affects businesses in managing challenges, remaining relevant and opening new opportunities. By telling your brand story in an impactful way, you will increase your chances of successfully promoting and increasing growth and profitability against the tide of complexities. Temidayo Babatunde is an Associate of Nigerian Institute of Public Relations (NIPR) and can be reached via LinkedIn or email: [email protected].

The Best Way to Meet Customer Expectations

January 12, 2024January 12, 2024 by Luqman 'Dayo Babatunde

The more you know and understand the background and behaviour of your audience and their needs, the better you can prepare your approach to dealing with them. Human behaviour is a function of the environment in which the individual finds himself. In business, striving to have our customers’ background information can help us identify their needs, concerns and inquiries. Our competency in establishing this knowledge will be enhanced through effective communication skills, empathy/emotional stability and efficiency in handling difficult situations and customers. Customer service attitude is beyond initiating greeting and smiling to a customer. A satisfactory skill set must be attained to be an effective customer service representative that is meeting up with customer expectations. Gaining, retaining and maintaining customers in a friendly working relationship, while at the same time maintaining a business-like relationship which brings about loyalty on the side of the customer, is a necessary skill needed by salesmen, brands and service providers who aim to control and dominate a market. Who is a Customer? Customers are the people that patronize us in our business and who go away with a positive impression of our firm. A customer may pay for our goods and services but must achieve satisfaction for their expenses. The success of the four essences of marketing, i.e. product, promotion, price and place, is based on the continuous patronage of the customer. A business is dependent on the customer. Therefore, an effective customer service campaign is brought on by delivering service excellence. It is the quality delivery of output. Customer expectations for patronage range from customer to customer, but on a general note, every customer requires the following: Some Customer Expectations To be given awesome service because many are more likely to give a repeated business or referral after a good service experience. Likewise, many customers may stop doing business with a company due to poor customer service experience and failure to resolve their problems in a timely manner. Most customers make purchasing decisions as a result of the influence of visual factors in our workplace, website, staff appearance and approach. Many make judgments about a firm’s credibility based on these factors. Customers like it when you underpromise but deliver beyond expectation. However, reverse expectation is expected if it is otherwise. Sustaining valuable content and brands and presenting new ideas for customers enhance their experience. Consistency in driving and maintaining professional core values will be a measure of loyalty. Measuring satisfaction on customer journeys is more predictive of overall customer satisfaction than measuring happiness through each individual interaction. Pay a lot of attention to the few customers who may have complaints or observations because for every one complaint you get, there are more unhappy customers who have remained silent. Investing in a feedback mechanism is crucial. In this case, on-the-spot attention in resolving customer wants is advisable above the drop-box comment technique. Steady availability on speed dial paid or toll-free lines for making home delivery requests will draw your customers to you. Rewarding loyal customers through socially responsible perks will likely increase the volume of goods and services sold. Loyal customers are more likely to recommend a product, service or brand. Quality customer service forms the basis of the customer experience. Most customers’ main interaction with a business is through interacting with a business’ employee, either by visiting a store or by speaking on the phone. In essence, the company representative has the opportunity to deliver excellent customer service and thus create a great customer experience through proper motivation. If you take care of your employees, they will in turn take care of the customers. TemiDayo Babatunde is an Associate of the Nigerian Institute of Public Relations and can be reached via his LinkedIn ([email protected]).