A new take on
building brands
Traditional marketing theory focused on product, price, place and promotion.
The new approach combines three kinds of branding to ensure growth,
competitiveness and that extra element that ensures customers turn to your
company instead of the competition, writes Mala Suriah
T
raditionally, marketing has from the inside out. Organisations with • Promotion: market yourself
always been about the strong internal brand drive achieve • Personal style: what is it that you are
marketing mix (the four P’s – the lowest attrition rates, highest famous for?
product, price, place and promotion). staff motivation and superb brand • Passion: love what you do
This basic mix is the foundation for champions and company ambassadors. The result is simple. Personal
successful companies and brands. Passionate employees exceed delivery branding results in an ecstatic person.
Brilliant marketers have launched and on company imperatives and provide Internal branding results in an ecstatic
built superb brands across the globe, the best of class service to customers, employee. External branding results in
with the focus on pure product and ensuring very satisfied shareholders. ecstatic customers.
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company brand build. Therefore, EP=EE=EC=ES: an
Today, investment in brands and External branding ecstatic person will be an ecstatic
products does not necessarily translate External branding is what companies do employee who will ensure that there
into growth and the ability to stand on a regular basis – communicating the are ecstatic customers, and this will
k
e
t
i
apart from the competition. To stand intrinsic and extrinsic values, benefits of result in ecstatic shareholders.
out, more ingredients are required. the company’s products and services to This only works when the process
a
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The essential ingredients have been the selected target audience. External is the heartbeat of the individual
classified according to a system called brand management includes the person and the company. There is zero
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the PIE principle. This principle is about guardianship of the company’s logo, resting time. This success can only
three critical and inter-dependent corporate identity, brand personality be sustainable when a person and
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phases of brand building. PIE stands and corporate messages. Successful company is continuously innovative,
for: personal branding, internal external brand execution ensures high energised and motivated.
U branding and external branding. brand awareness levels, high brand
R
equity and high investor return.
U
Personal branding
G
Personal branding is about the Strive for harmony in the
individual and how others perceive brand mix
this individual. It is about what others All three aspects of branding are
are saying about an individual and required to work in harmony within
what that particular individual stands a company or entrepreneurial
for. Some examples of personal environment to reach superior success,
brands include: Nelson Mandela and in any sector or category.
Richard Branson. The investment into In addition, brand experts have
personal branding achieves individual realised that the process, objectives and
confidence, passion and success at ingredients for each step are identical.
every level. Individuals with high The process is the successful
personal brand accolades are the best implementation of the new brand mix.
of breed employees and the highest This process can be described with the
Mala Suriah is the head of
achievers for any organisation. 10 P’s:
marketing and branding for Neotel’s
• Planning: have a plan and direction
consumer business segment and led the
Internal branding • Positioning: what are others saying
naming and launching of South Africa’s
Internal branding is about what about you?
second national operator, Neotel. She
employees within an organisation • Partnerships: network for success
has an MBA in strategic marketing and
feel and express about their company • Purpose: find your purpose in life
was recently awarded a global brand
brands. It reflects what the company • Persistence: never give up!
leadership award for her contribution
brand values are, as displayed by • Power: build influential and
to the subject of branding. She is an
behaviour, work ethic and values of an reputation power
accomplished speaker and motivator on
employee. Good internal brand building • Packaging: make image and outward
the subject of brand management and
ensures that company brands are built appearance count
personal branding.
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