Dr Carla Enslin

Start by capturing in a simple strategic statement your reason for going into business.
Entrepreneurs are defined by their desire to do something differently.
Your brand is your ability to communicate your purpose in a way that is unique, compelling and clear.

Consider your brand as a system, with parts working together in order to bring it to life.
The starting point is your reason for being, from which flows your vision and values.
Your brand identity system informs everything you do, from sourcing raw materials to recruiting people.

Consider how your identity will live over time and across segments in view of what you wish to achieve with your business.
Be careful of stretching your identity to the point or risking its integrity.
Make sure your brand name does not end up constraining your business and its identity.

Marketing and sales engage consumer markets, while brand strategy is stakeholder focused.
You have to be mindful of your competitors and sometimes even be willing to work with them in the best interest of the category and purpose you all serve.
Brands are highly systemic, hence all parts of the ecosystem must work together.

Internal understanding of your brand sustains you and secures your ability to innovate and attract investment.
Internal brand building starts with recruiting individuals who connect with what you stand for.
It also entails having brand conversations.

Move from the outside in when you consider the touchpoints that build stakeholders’ perception about your brand.
Remember we live in multi-moment worlds and word of mouth can be as influential as a carefully crafted strategy.
Every touchpoint is a moment of truth that either reinforce or dilute your brand promise.

Different stakeholders have different levels of influence on a business.
Entrepreneurs have to understand that some stakeholders are more influential than others.
At Vega, alumni are a particularly important stakeholder group when it comes to delivering on the school’s brand promise.

Entrepreneurs should identify their brand’s most influential contact points.
Those are the touchpoints that create brand resonance with consumers and employees.
The most influential contact points are the ones you cannot afford to fail at, regardless of circumstances.

In terms of brand, entrepreneurs should identify two to three variables to track over time.
These could include brand awareness, recognition and recall.
The most important the extent to which people’s thoughts and feelings about the brand reinforce your brand promise.

Creative strategic thinking is hugely important in an organisation.
A creative culture invites team members to engage with leadership at any time to co-create the brand.
The result is a brand that is genuinely cohesive.

Dr Carla Enslin reveals her secret ingredient