Page 40 - Engineering in Kenya Mag

Branding makes Enterprises Distinct and Identifiable
Branding is defined as “the promotion of a particular product or company by means of communication and distinctive design”. Branding can and is actually done for two levels – Corporate, where it is known
as corporate branding, and individual or person, referred to as personal branding. A brand is, therefore, a name, term, design, symbol or any other feature that identifies and distinguishes an organisation, firm or individual from others. Branding makes a firm distinct and identifiable. It is a necessary – actually indispensable – business attribute that is requisite for a successful enterprise. For a start, let us delve a little into the motor industry, which is heavily driven by the engineering discipline, to articulate the power of branding. One will never struggle to identify the leading global vehicle brands – Toyota, Mercedes, BMW, Nissan, among others. Because of the power of branding, customers all over the world choose their preferred vehicle types based not necessary on the performance of the vehicle, but on the cognitive opinions they have formed out of the respective brands.
I need not emphasise the fact that engineers need to understand the power of branding, both at the personal and corporate level.
Personal branding is the conscious and deliberate effort to create and influence public perception of an individual. People do this by positioning themselves as an authority in their profession, elevating their credibility and differentiating themselves from the rest, to ultimately advance their careers, increase their circle of influence, and have a larger impact. And this is absolutely necessary for engineers, just like all other professions.
To build a personal brand, one has to find and embrace uniqueness, acquire reputation on the things he or she wants to be identified with and known for. Personal branding will therefore involve your unique style of doing things, how you appear in public, differentiated leadership style, public speaking, dressing and other etiquettes that distinguish people. Engineers who want to be distinct
will therefore adopt these and other personal branding attributes that will distinguish them from the rest. The benefits of a reputable personal brand are many and worth it. When you acquire a reputable personal brand, the following will likely come your way:
You become more visible and recognisable. You can easily and comfortably leverage your network and other social capital.
You become more identifiable as a person, getting higher elevation than others. The business you run will have a better chance to become stronger and successful. You easily become the talk of the town ...in a positive way. And now, corporate branding. Engineers run firms. These firms, ranging from the smallest (start-ups) to the largest, must be well branded to be distinct and differentiated. What are the key branding attributes of corporate branding?
Relevance – A strong brand must be relevant and resonate well with the market. An engineering firm that shows relevance and value on its area of operation will manifest a strong brand.
Proper positioning – A strong brand should be positioned so that it makes a mark in the target audience’s mind, making them prefer it over other brands. Whether road construction, housing or any other engineering area, relevance in terms of better value and effective delivery is necessary.
Sustainability – A strong brand makes a business competitive and sustainable. Other aspects of corporate branding include identifiable items such as business cards (e-business cards as well as physical cards), letterheads, information flyers, email templates/ formats, PowerPoint templates and other convention displays. Branding is indispensable. Engineers must understand, appreciate and use branding as a successful business tool.
Peter Mutie, FAPRA, FPRSK, is a leading global Public Relations professional with experience spanning over two decades.
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Engineering in Kenya Magazine Issue 002