Discussing branding, using phrases to add emphasis Your friend Jane has recently started her own company, Jane’s List. She imports inexpensive consumer goods from China and sells them to her peers, mostly on social media. You like her business model and think this company has potential for substantial growth. You are interested in becoming her business partner. However, you are certain that Jane needs to develop a brand identity for her business. She doesn’t consider this very important, though. ■■ Attempt to persuade Jane that her company would benefit significantly from developing a clear brand identity, and give her some advice on how to go about it. Use the information from this chapter as well as your previous knowledge and the information from Maria DeCesare’s “Brand & Logo Questionnaire” (search for it or scan this page with the QuickMedia app). ■■ Look for additional information on branding and brand identities on the internet, using an English search engine interface (1 5.6). ■■ Use as many phrases from the collection above (“Phrases to emphasise an important point”) as possible. You could start like this: Methods & strategies: Who is who – Understanding the situation Read the instructions carefully Understanding a given situation is one of the most important requirements for passing the exam (as well as being a crucial life skill). Like in many other types of examinations, the first question the examiners will ask themselves is whether the candidate understood and did what the instructions called for. If this is not the case, the candidate will probably not get a good grade even if he or she used excellent language and his or her pronunciation was flawless. So, one of the first things you should do is think about the situation you are given. ■■ What is your role, and what is the role of the person or people you are talking to? ■■ Why are you there? What do you want from them, and what do they want from you? ■■ What is their agenda? ■■ What dynamics are at work here? ■■ Who is in power? Once you understand these things, you should be able to determine what the situation calls for. Use your common sense. Small changes in wording can make a large difference. To do [B] [J] 5.9 Look, Jane, you might not consider this important right now, but in the long run I’m sure it’s a good idea to build a brand for your business. And I’d be so happy to help you with it. I’ve done quite a bit of research, so I know a thing or two about branding and advertising. It’s great that Jane’s List has had such a good start. But let me emphasise one thing: Customer loyalty is a fickle thing, and you can increase your chances of customers returning to you by giving them something to identify with. You’re selling wonderful products at a great price, so those two P’s are taken care of. But promotion matters, too. You want to make sure that people choose your business over another, again and again. And there are two elements here that I would consider particularly relevant. First, you should create a story around your product range. There’s a quote by this American storyteller and entrepreneur. His name is Jonah Sachs. He says, “Your brand is a story unfolding across all customer touch points.” I think that’s a great way of putting it. Think about that. The other aspect, which I think has a lot to do with the first one, is that you should try to connect with your customers on an emotional level. That’s what branding is all about; it’s the essence of a brand. According to Marty Neumeier, a brand is really nothing but “a person’s gut feeling about a product.” So, why is this significant? Well – let me tell you why … JUST FOR FUN Q: What’s a marketer’s favourite drink? A: Brand-y. How-to [A] [D] 5.10 51 Key aspects Strategies Sample task 5 Marketing & advertising Nu zu Prüfzwe ken – Eigentum des Verlags öbv
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