Branding | Page 2

On the sidelines of STEP 2018, Noon Senior Brand Director Christian Eid discusses the enterprise's scaling strategy, how they go about distinguishing themselves from competitors, and his tips to startups who are developing their branding strategy.

If you've ever been in an elevator, you'd be familiar with the feeling of awkwardness that seems to pervade over everyone in that enclosed space for those few minutes that make a lift ride.

The company brand is your personal calling card- it can stay with you forever.

How potential customers perceive your company and the products and services you offer is what determines whether they will choose you over your competitors.

Your brand is human, and just like any person, you live off the engagement and interaction with other humans within your community.

It's one thing to be an iconic luxury auto brand; it's another thing altogether to be an iconic luxury auto brand that can boast of a 16-month run of consecutive growth.

For a brand that has been in the Middle East for 85 years, it's safe to say that iconic luxury auto brand Cadillac knows a thing or two about the passions that drive the people of the Arab world, and its newest marketing campaign looks to be a testament to this.

Franchising can be one of the most effective ways to amplify business growth. Within the thriving food and beverage category in the region, it is a model that has proved particularly compelling.

"We have always been dreamers. We've been a symbol of the future, a standard, a star."

If you think of brands which are most memorable to you, chances are they have done one or all of these things right.

In 1915, when competition was seen to be shaking up Cadillac's numero uno status, the brand responded with an advertisement that remains etched in history.

Rebranding a digital company is not a simple task, but one that takes months of research and careful planning; we started the process over a year ago.

How this Swiss luxury watch brand founded in 1980 is using innovation to beat its older competitors in the market (and consolidate its future).

Remaining relevant is inextricably linked to a brand retaining authenticity; evolving while staying true to itself, its mission, vision, values and customers.

Having noticed a lack of chic clothes for children that's comfortable and easy to wear, Managing Partner and CEO Rabee Abu Kishek and Creative Director Najjar built the business up to fill that particular gap in the market.

Refining can and should also be a strategically led endeavor, and reach into the realms of tone of voice, vision, mission, values and other non-visual elements too- not just the tangible touch-points.

Over the past few months, we have seen a number of companies try to build bots and integrate them into their business. As they did with websites and then apps, more companies will, slowly, over time, move over to work with bots.

The only thing that is difficult to change is how your customers perceive your business and how they view your brand.

I launched my own business, MB Consultancy, a digital marketing agency in Cape Town, South Africa four years ago. Like many startups, I had done very little consideration of the actual brand identity of my enterprise.

A logo does not represent your culture, your people, or your story, and no, it does not legitimize your business.

The branding industry has evolved considerably in recent times and is now more than just a must-have service for established companies.