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    ThinkSales State Of B2b Sales In South Africa 2021 Survey

    The 7 Strategies of SA’s Strongest B2B Sales Performers for 2021

    ThinkSales State Of B2b Sales In South Africa 2021 Survey

    3 Sales Strategies SMEs Can Borrow from SA’s Strongest Performers

    ThinkSales State Of B2b Sales In South Africa 2021 Survey

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    ThinkSales State Of B2b Sales In South Africa 2021 Survey

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    Five Money Management Principles To Start 2021 On The Right Financial Footing

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      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      The 7 Strategies of SA’s Strongest B2B Sales Performers for 2021

      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      3 Sales Strategies SMEs Can Borrow from SA’s Strongest Performers

      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      SA’s Strongest Salesforces Focus on Value, Not Discounting

      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      ThinkSales State Of B2b Sales In South Africa 2021 Survey

      Devastating Financial Gender Gap Has Grown: Women Are Better Investors, But Retire With 30-40% Less Than Men

      Why SMME’s Need To Think Small

      Devastating Financial Gender Gap Has Grown: Women Are Better Investors, But Retire With 30-40% Less Than Men

      Five Money Management Principles To Start 2021 On The Right Financial Footing

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      Home BUSINESS Marketing Branding

      The 7 Laws of Branding You Should Follow

      The success of any brand is its claim to branding, packaging and visibility.

      Richa Chandra by Richa Chandra
      Jul 7, 2020
      in Branding
      0
      The 7 Laws of Branding You Should Follow
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      RelatedTopics

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      The success of any brand is its claim to branding, packaging and visibility.

      People and professionals working in the field of publicity, marketing and communication are well aware of how important a good publicity strategy is.

      Below mentioned are the ground rules or principles that should be kept in mind while creating, promoting and exhibiting a product or a brand. They cover almost every basic needed to create an everlasting and strong market presence:

      1. Law of Contraction

      A brand becomes stronger when you narrow its focus. When we are working on personal branding it becomes complicated to do so because we as humans are complicated and we can stand for so many different values and principles.

      The mistake often people make is to build a brand name that represents services, products or company, whereas in my opinion personal branding should not be mixed with business branding. They can merge or collaborate but both need to exist individually.

      2. Law of Publicity

      The birth of a brand is achieved with publicity, not advertising and I believe this to be true. It takes time to work with a product to turn it into a brand. It must go through a few processes before it is published.

      3. Law of Advertising

      Once the brand is born and has grown, been tested and approved, it needs advertising to stay healthy. Advertising plays a very important part when the time comes to make the brand known.

      This has to be done in such a way that it shows what the brand stands for and at the same time people should be able to comprehend what it means.

      4. Law of Decision Making

      You brand should make it easier for the customer to make buying decisions. We don’t have time or head-space to compare every feature or benefit of every make or model of anything that we are buying new days. We want it now and fast, or at least I do.

      A short while back I was forced to buy a new fridge. I found myself drawn to the brands I knew. I felt safe paying a few extra dollars and buy the known brands then go for an unknown brand. For me, it meant that I was saving myself from going through, the painful experience of shopping again, at least for the next 17 years.

      5. Law of Credentials

      The critical ingredient in the success of any brand is its claim to authenticity. If it does not resonate with your values the chances are that it would not be a brand, customers would feel loyalty towards, and the recurring buys will not happen. It also becomes vulnerable to criticism and can easily be destroyed.

      6. Law of Consistency and Singularity

      A brand is NOT built overnight and success is measured in decades, not in years. When I see people who want to build a successful name very fast, it feels as if they have a shortage of time. One should start a brand with longevity in mind, not just To do so, it is very important to bear in mind the focus and single-mindedness.

      7. Law of Meaning and Mortality

      While a brand should strive to own a place in the mind of customers, the makers of that brand should know how long they’re willing to let it run. Since nothing lasts forever and forever is a very long time. A graceful exit or euthanasia is often the solution to this, but again it should be strategic and not abrupt.

      Branding is about meaning. For anyone in business, it is the sum total of all the connotation that all your possible audience carry around in their head and heart. For people like me who think with their emotions, I like to live in people’s hearts.

      Your brand should be everything that your customers and prospective customer thing, feel, say hear, read, watch, imagine and suspect and even hope.

      These laws always seem relevant because anybody can launch a product or market a popular name, but the essence lies in becoming a brand that resonates with the customers’ mindset for a very long time.

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      Richa Chandra

      Richa Chandra

      ‘Fears don’t define us; but how we face them, does that!’ This is the mantra Richa Chandra lives by. She is actually the driving force and face behind the success and visibility of many coaches, entrepreneurs and workshops. Richa always had an affinity for communication, problem-solving and learning new skills; so while she grasped the meaning of ethical business practices from her father; it was her mother from whom she picked up the interpersonal skills. These inherent values have given her a wonderful way of connecting with others and helping them discover themselves while flourishing as individuals and enterprises alike. Having built multiple businesses (both offline and online) in a wide variety of metier, including coaching and meditation; her main focus these days is helping others find their true calling, and be visible as who they are and how they want to be seen. But it’s the business coaching aspect that Richa is most passionate about and it is based on her personal experiences. She has written 3 books that have become the main Norwegian textbooks in teaching Indian Dance, compiling her experiences and knowledge as an Indian classic dance artist with an illustrious career. Rich also wrote and published her first book on meditation in 2019, titled as ‘ Proven benefits of Meditation’, which is the base for her online course. As of today, she’s published author, an international speaker, a business coach, a mentor and a renowned dance artist and meditation teacher. There are many hats that Richa dons but she believes that our biggest assets are empathy and the fortune of playing a part in someone’s achievements. In 2019, Richa Chandra was presented with the Global Woman Club`s Award for Norway's most aspirational businesswoman.

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