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In brand building game practice makes winners

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Branding. PHOTO | FOTOSEARCH

The season of sport is upon us, be it tennis, rugby and of course the World Cup. Comparing the business world to sport is not a new concept. The similarities are undeniable. We use analogies for leadership and teambuilding all the time.
As a sports fan and someone who is equally passionate about brand building, my recent trip to the 2018 French Open gave me an alternative perspective.
In this age of brand building what can we truly take away from great athletes?
What can we sift from fad brand building programmes and get back to the core of good brand development?
No goal, no game. It really is that simple
We hear it all the time, but rarely can we succinctly clarify. Do you want your brand to be in the top three recollected in your category, or do you want it to be available through the top five e-commerce platforms locally available? If you are not clear about what you are trying to achieve then with certainty you are preparing to fail.
Think of Anthony Joshua. Chances are you will immediately think ‘boxer, aiming to become the undisputed world heavyweight champion in 2018’. The way he trains, communicates, even the brands he partners with all drive to reinforce this clear goal.
Likewise, our Rugby Seven’s team stepped out onto the field during the Paris Sevens with a strategy, ‘their play’ that fit the path to their goal; they did not wing it. Setting goals that are ‘SMART’ - specific, measurable, attainable, realistic and timely- provide structure, accountability and clarity when brand building. This becomes the barometer by which you test all initiatives, your playbook that you constantly work from, refine and revert to.

Be a fan
You can’t win if you aren’t a fan. Fans are the secret ingredients to success; they propel athletes forward. So too with any brand, your most ardent champions are those that buy into your product or service and advocate for you.

But are you listening to them? Do you know the ‘fan’- consumer experience through their eyes?
The WWE (World Wrestling company) uses a mix of their live matches and social media as tools for modern day ‘focus group’ data gathering. From anything relating to online ticket purchasing to sitting in the stands, even reactions to a wrestler’s behaviour all are fed into their review system.
Just like the WWE, to build your brand effectively you need to listen to your consumers and be a user of your own product. Experience it first-hand. With access to modern technology, analytics has never been easier and more relevant.

Trying to master everything makes you master of none
You cannot train to be a long-distance runner whilst aiming to compete in the sprints. Usain Bolt cannot be Paul Tergat and vice-versa. Athletes build their training programmes to suit their category and play to win through their strengths. They are focussed. As should you be with your brand building.
If you are a small start-up you cannot compete with the Coca-Cola’s of your category. So focus. Is it your customer service approach that works better? Or your unique social media content; how about the fact that you are personalised? Make yourself the master of the one skill you can do really well and build, build, build. Strike with that. Make it what your brand is known for.

Keep Score. Always
One eye on the ball and the other on the competition, never assume your competition is not looking at what your play is. They are studying your strategy and looking at how best to strike your weaknesses. Going into any game, championship or otherwise the coach always knows an opponent’s wins, losses, steals and throws.
Can the same be said of your business? Are you keeping track of your scorecard vs the rest? How can you improve, adjust and seize opportunities without context? How do you refine your brand if you have no clue of the competitive environment?
In the end, when it comes down to building a lasting brand, you will play like you practice. And you will bring to the game what you put in.

Poor preparation will see you going home in the first round. So lead, plan and execute as if you were an all-star coach.

Your brand depends on it. And when you’ve done all that be a risk-taker like the greatest athletes of all time, get out of your comfort zone and strike.