BRANDING HAS BECOME LIKE YOUR WEDDING CAKE! PART 2

Well a good way to wrap this topic up is to share a case study with you on this line of thought. I stumbled on this advert coming from the stable of Oando oil Marketing Company, here in Nigeria. It reads:
  
  To you it’s fueling an aircraft
To Us It’s Ensuring Your Safe Journey

Now, the Advert in question displays a picture of Oando’s Oil tanker fueling an aircraft. Truth is, I got attracted to the advert because it invokes an emotional reaction which is SAFETY. In other words, they are providing that fueling service with the sole purpose that their client experiences safety in the air. When you fly and you don’t have enough aviation fuel, there is great danger.
  
Branding has gone many steps beyond the physical product or service offering. It is the promise or value to be derived from your offering.

You have no brand if your target market can not discern what you stand for. Ensure you do a BRAND ANALYSIS. Once you can strategically define in one word or in a phrase what your business stands for, then you sure know branding has commenced for you.  Then, do not hesitate to strongly communicate it in all your advert campaigns till it sticks in the heart of your market.