Dr. Carla Enslin: “Long term brand success requires integration at all levels”

Dr. Carla Enslin, National Academic Head, Vega School of Brand Leadership, was one of the speakers at the Brand Magic Summit Mauritius 2016, which was held on April 7. She gives a more detailed insight into the branding industry.

BUSINESSMAG. What is the importance of branding in the context of an evolving global economy?

The brand represents the business’s reason for existing, the purpose it aims to serve. The more open and competitive our market universe, the more important it is to build a clear and compelling brand and business model.

BUSINESSMAG. Have companies really grasped the rationale behind its importance?

Companies are beginning to realise the interdependence of brand and business strategy. However, the design and implementation of processes and systems that support purpose driven brand and business modelling need to receive attention.

BUSINESSMAG. Branding usually plays on reaching out to the emotional side of customers. Where does one draw the line?

A brand cannot afford to manipulate consumer expectation whether on rational or emotional levels. A successful brand delivers on its promise in every decision and action. Strategic brand building instils genuine levels of credibility, trust and loyalty.

BUSINESSMAG. How can companies inculcate long term success in a brand?

Long term success requires the integration of brand and business strategy on all levels, from executive decision making and broad based organisational practices to outward points of customer interface. Brand building occurs at every touchpoint – everything a brand and by implication the team that represents it does, influences what people think, feel and believe about it.

BUSINESSMAG. What is the status of branding in Africa right now? What about the Mauritian market?

The status of a brand is defined by its level of equity – the extent to which it has acquired a footprint and connected meaningfully with people. There are many brands in developing markets that have truly s쳮ded to connect with people and add value to their lives – from political parties, to person brands, not-for-profit organisations and commercial enterprises. Likewise, there are brands that have eroded their value by making false promises or by manipulating market conditions to own advantage. Whether a developing or developed market, there is no place to hide in a connected world.

BUSINESSMAG. What were the salient points of your presentation during the Brand Magic Summit 2016?

Building a meaningful brand: a proposed model for long term success. Brand building is a primary activity involving and defining the entire organisation, right from ideation to the design of business models and the implementation of strategies. The starting point is to implement a cohesive and sustainable brand-business design for the benefit of all stakeholders. This presentation identifies principled brand building indicators in a defined framework for building brands that matter. The aim is to support contemporary brand leaders in navigating purposeful and participative brand and business ecosystems.