6.3 C
Munich
Wednesday, February 26, 2020

How to build a brand from scratch

From my personal experience in starting a rating & PR firm, Avance Media, it’s always inspiring to share the evolution story of one of the fastest growing PR agencies in Africa especially when it has been built from nothing into a respected brand not only in Ghana but across the continent.

In starting Avance Media, we had no logo, website, office, registration and all the essential things you would need to start a business before our launch.

But we have excellently carved a niche for ourselves over the years, building and sustaining a brand from scratch and hopefully, you can also learn from my story and thoughts.

This article covers lessons learnt and the experience in building brands.

1. What is a brand?

To take off, let’s discuss what a brand is.
In my perspective, branding is how you are able to position your personality or business to create an impression for customers and potential customers. Therefore a brand can refer to a product, person or an organization.

For Avance Media, we’ve always worked towards becoming a global brand to be known for Ranking, Awards & PR. With this, we have made our initiatives and services unique and these have gotten our brand featured on all important media platforms across the world including, Yahoo News, BBC, Forbes, CNBC etc.

READ ALSO:  9 Reasons Why Entrepreneurship is Important

Avance Media now positioned as a leading rating firm on the continent makes us a brand that has also birthed or inspire other ranking initiatives across Africa. Today, every single activity that we launch receive millions of impressions on Social Media and gets published on 100s of Online Websites.

2. Determine your Brand Audience

In building a brand, you have to determine your brand audience which includes the personalities & organisations you want to sell your services to.

In Avance Media, we determine our brand audience based on the rankings that we publish. In ranking the Most Influential Young Africans, our audience is basically young people. But in ranking Top Diplomats in Ghana, our target shifts to the Diplomatic community.

Therefore, you should be able to know who you want to sell your brand to. And this also counts in how much you charge for delivering services to your clients.

In our PR activities, we have gathered millions of impressions because we understand how to get clients to work out there based on who they want to sell to.

READ ALSO:  Learn to pivot, to survive (Part 3) - Let’s get practical, now!
READ ALSO:  If you don’t Pivot to Digital in 2020, then you are no longer in business!

3. Have a Mission & Vision

Another very important aspect of building a brand is you must know your vision & mission. For Avance Media, our mission is to create varied contents to put the continent on the globe.

And over the years, this has guided us in selecting what we want to do and who we want to be associated with.

4. Research Brands within your industry

There is competition in every industry and as an emerging brand, you must learn from already established brands. For us, we are always closely following the activities of others in our industry. That is, Forbes, Fortune, Bloomberg etc.

In researching, you have to learn from their mistakes and how they are always able to stay on top of their game.

5. You need partners

Another key thing is identifying and working with the right partners. At Avance Media, we have been engaged in partnering people to push our works. Some become media partners and others help us with research.

READ ALSO:  Employees Vs. Entrepreneurs

But it is important to align your partnership with the missions and vision of your brand.
Partnerships also take away financial burdens when you can exchange services to be able to keep your company or brand going.

6. Passion

In building a solid brand, you have to be passionate about what you are building.

There are so many times we have thought of giving up but we’ve always looked at the future of what we are building to be able to keep it going.

In the course of your work, there are going to be lots of challenges but you must continue with the end in mind.

In conclusion, never let money stop you from pursuing your dream. If you want to build a global brand, you have to start as a local brand. And that’s how people are going to believe in what you can offer.

Prince Akpah
MD, Avance Media
Founding President, Africa Youth Awards

Related articles

Leave a Reply

READ ALSO:  Entrepreneurs Turned Down a $400K Shark Tank Deal and Now Their Company is Worth $12 Million

Latest article

ILO Skills Challenge Innovation Call ($ 50,000 Grant)

Application Deadline: 13 April 2020 (midnight, Geneva time); The ILO is calling on individuals and organizations to share innovative ideas and solutions to address the skills...

Goi Peace Foundation/UNESCO International Essay Contest 2020 for Young People (USD1,000+ Prize & Fully Funded to Japan)

Application Deadline: June 15th 2020   TheGoi Peace Foundation/UNESCO International Essay Contest is organized in an effort to harness the energy, creativity and initiative of the...

The Nestlé Internship Development Program (NIDP) 2020 for young South Africans

Application Deadline: Unspecified The Nestlé Internship Development Program (NIDP) is a 12 months’ programme that introduces the working world of Nestlé, as well as a...

Meet the Newest President of University of Maryland, College Park

Darryll J. Pines is the newest President of the University of Maryland, the state's flagship institution with more than 40,000 students. Pines, who previously...
READ ALSO:  The secret of getting ahead is getting started

From Foster Care to Being Homeless to Owning a Hair Care Brand Worth $2M

Jerricha Hoskins, the founder and CEO of one of the fastest-growing Black-owned hair care brands, Arcani Coil Care, used to be in foster care and...

Popular Posts

He Wanted to be A Musician or Doctor but He is now Ghana’s Best Blogger, Meet Ameyaw Kissi Debrah!

The world is going digital and those who master the digital way of doing things are surely ahead. Mark Zuckerberg is one of the...

He is championing the fight against Revenge Porn in Ghana. Meet the ‘Chief Blogger’, Barimah Amoaning Samuel.

Revenge porn is the revealing of sexually explicit images or videos of a person posted on the Internet, typically by a former sexual partner, without the consent of the subject and in order to cause them distress or embarrassment. It may refer to all sexually explicit videos and images of a person by former partner, old friend, hacker, blackmailer or whoever for whatever motive. One man has decided to stand in the gap and end the act and his name is Barimah Amoaning Samuel.

From A Broken Home to Being the Inspiration of Many in Nandom; Meet Jacob Kuutuome.

Jacob Kuutuome was born to Mr. and Mrs. Kuutuome Tang and Marciana respectively in Kumasi and spent all his early childhood development and education...

Meet Mojolaoluwa Olaifa, The Young Law Graduate Championing Peace in Nigeria.

Just like Mirabelle Morah and Feyisayo Adanlawo, Mojola is also a young Nigerian making waves in her small corner to make sure peace becomes a...

Meet the Award Winning Health Journalist Providing Free Hygiene Kits for Girls in Nigeria

When Yecenu saw school girls who couldn't afford sanitary towels, she decided to find a solution and that solution is the reason why Wundef.com considers her a game changer. Today we are looking at the motivation and works of a young game changer in Africa's most populous country, Nigeria. I believe her story will inspire you to do greater things for your community, country and Africa as a whole.