Make the Effort to Build a Credible Brand

By Cristiane Namiuti

Building a credible brand takes a lot of time and effort. While large multinationals like Apple and Nike seem to make it easy, they’ve invested significantly into building brands that people can identify with easily. As a business manager, building to that type of level is a worthy goal, but you have to know that it’s all about making the right moves. As someone looking to establish a strong brand, consider the following aspects.

What’s unique about you?
In a competitive marketplace, you will be constantly battling other businesses for the market’s attention. Some brands have found ways to set themselves apart from the competition. Many other brands, however, have resorted to copycat techniques to survive.
Recognizing what makes you unique is important if you want to remain distinct from the competition. Figure out what it is about your product/service that’s different from the rest, what sets you apart.

What kind of message do you convey?
Unknowingly, many brands engage in “strings attached” kind of messaging. Messages to the tune of “I’m the best in the market, buy from me only,” or “All the other folks don’t know what they’re talking about, I do,” and so on, are more about sales than communicating value. Sure, you want the target market to purchase from you, and it’s a good way to generate business, but it doesn’t have to be the message all the time. Rather, distribute useful and informative content that will spur the audience to know more about you.

About the author:
Cristiane Namiuti is a brand marketing professional who has successfully launched dozens of consumer brands and products. Her projects have generated business growth for small business, startups, and large corporations like Unilever.


The Benefits of Mobile Technology

By Cristiane Namiuti

Cristiane Namiuti is a brand marketing professional who has a strong interest in mobile technology and its impact on our lives. She believes that mobile technologies are changing how consumers interact with businesses. Indeed, the use of mobile technologies and devices is shaping consumer preferences and behavior. The massive adoption of these technologies has led many business managers to rethink and recreate their ways to position their brands for maximum benefit.

As a result, mobility must be part of a brand’s technology agenda in current time. In a business context, managers have to think through the context and complexity of information required to be accessed through mobile technology. Mobile technology is fast-moving and requires a constant update of information that is published. This fast-paced environment has made it essential for brands to work on content creation and optimization.

The use of mobile devices such as smartphones, tablet computers, and laptops has made it easier for workers to collaborate and for the business to communicate with employees, vendors, and customers. Additionally, mobile technology has allowed staff to work remotely. Whether it’s answering email from home or submitting a report while traveling to a meeting, mobile devices have made it easier to keep in touch and be productive.

Lastly, mobile devices have the ability to change the way a company does business. New technology can foster innovation in products and services, efficiency in the workplace, and boost overall value to clients.

Cristiane Namiuti has more than 10 years of experience in building and managing top consumer brands. She lives in the San Francisco Bay Area and holds an MBA in entrepreneurship from Babson College in Wellesley, MA.