By Mark Kawalya
In the world of branding, there are those who not only excel creatively but also inspire and mentor others. Pastor Jeremy Byemanzi is one such individual. As a husband, father, brother, mentor, and mentee, he brings a wealth of experience to his roles at as the media team leader at Worship Harvest Ministries.
Pastor Jeremy founded Fervent Creative Studios, motivated by his leadership role in the media team at Worship Harvest Church. Recognizing the potential in young, talented, and creative minds, he saw an opportunity to merge discipleship with professional growth. “I engage in discipleship extensively, so I envisioned a business where they could also grow professionally,” he stated. “I wanted to create opportunities within the business for them to be discipled and employed, both full-time and part-time.”
The Genesis of Fervent Creative Studios
The journey of Fervent Creative Studios began with Jeremy Byemanzi‘s (co-founder, Nomad) aspiration to coach, train, and equip creatives. In March 2021, after leaving his position as Creative Director at Nomad Advertising Limited, he began leading the media and tech team at Worship Harvest Church.
Drawing on his 18-year career in branding and advertising in East Africa, Jeremy wanted to impart his skills to his team. He saw an opportunity to create a studio/agency that could build brands online with passion and competence. His vision was particularly focused on aiding small and medium-sized enterprises in Africa to flourish. On August 23, 2021, Fervent Creative Studios was officially incorporated in Kampala, Uganda, and has been operational ever since. The studio is eager to assist in building and enhancing brands.
Merging Ministry with Business
Pastor Jeremy’s extensive marketing experience gives him a unique perspective on nurturing talent. By integrating discipleship into the professional realm, he ensures that young creatives can develop both spiritually and professionally. This holistic approach fosters continuous learning and innovation. Fervent Creative Studios provides not only employment but also a platform for young creatives to thrive. Jeremy’s commitment to both ministry and business serves as a powerful example of blending faith with entrepreneurship.
Fervent Creative Studios specializes in creating straightforward marketing solutions to help individuals and businesses build their brands online. Jeremy led this discussion, he talked about the distinctions between a brand and branding and how to establish a robust brand that resonates with your audience.
Understanding a Brand vs. Branding
Pastor Byemanzi says a common misconception is that branding is the same as a company logo. However, branding encompasses much more. Marty Neumeier, regarded as the father of branding, states that a brand is not merely a logo but a symbol of the brand. A logo visually represents the brand, but it is not the brand itself. So, what is a brand? According to Neumeier, a brand is the gut feeling people have about a product, service, or individual. It is a reputation built over time through experiences and interactions. This reputation goes beyond the product to include the emotions and feelings it evokes.
Creating a brand involves more than designing a logo or a product; it is about establishing a reputation that resonates with your target audience. This reputation is built through consistent efforts in marketing, advertising, and customer interactions. A strong brand helps you express your identity and values, facilitating a connection with your audience.
Examples of Effective Branding
Jeremy adds that numerous brands have successfully established themselves across various industries. For instance, a luxury car brand evokes images of wealth and status, thanks to its sustained marketing and customer experiences.
Successful brands focus on their customers. They understand that building a strong brand is not just about creating a product but about creating a reputation that resonates with their target audience. This reputation is built through consistent branding efforts and customer interactions.
Byemanzi says it also important to note that branding can be accidental. For instance, many years a go there used to be man who used to sell a local pastry called Kabalagala. He always wore a white overcoat, sold his product from a white Suzuki Jimmy and always loudly played the Song Macarena. By a specific song and dressing in a certain way he built a reputation that people associated with fresh and hot pancakes. He made a lot of money this way due to the success of his brand. This is an example of accidental branding, where the brand is built through the way the person presents themselves and their product. “Soon many people mimicked the way he presented himself to ride on his success and interestingly for a season it worked. That is how powerful branding can be.”
Key Elements of Building a Strong Brand
Building a strong brand requires understanding the difference between a brand and branding. It is not just about creating a logo or a product but about creating a reputation that resonates with your target audience. By focusing on the customer and building a consistent brand message, you can create a strong brand that helps you express yourself and what you stand for.
- Know your Audience
Understanding your target audience is crucial. You need to know their preferences and interests to create content that resonates with them. He cites the owners of Sumz Snacks which focuses on selling tasty friend snacks at a very competitive price compared to competition.
- Create Valuable Content.
Creating valuable content is essential. This includes blog posts, videos, infographics, and other forms of content that provide value to your audience. Pastor Byemanzi believes this makes your brand easy to remember since it provides relevant information to its audience.
- Consistency
Consistency is key to building a brand. Maintain a consistent image, message, and tone in all your branding efforts. That is why things like the logo, slogan and brand colors need to be consistent at all times.
- Engage with Your Audience
Engagement is crucial. Respond to comments, create forums, and extend your presence to social networks. You need to respond to queries and feedback from your clients in a timely fashion which shows you are up to speed with their needs.
Successful Branding Examples
According to Jeremy, several brands exemplify successful branding. For instance, Starbucks has a blog that not only features posts but also allows customer-generated content and feedback. This approach resonates with its audience and strengthens its brand. Building a brand involves understanding the distinction between a brand and branding. It’s about creating a consistent image, message, and tone that resonates with your audience. By following these principles and creating valuable content, you can establish a strong brand that stands out.
The Role of Every Individual in Brand Perception
Pastor Byemanzi indicates how every person involved impacts the perception and success of the brand. “When customers walk into your office, the first person they meet is often the receptionist or the customer service representatives. “Each interaction shapes customer views. The initial encounters, whether in person or over the phone, set the tone for the entire customer experience. A negative interaction can significantly impact customer perceptions.” Jeremy says.
An untrained or poorly mannered employee can harm your brand’s reputation. Imagine calling a business and being greeted rudely. That interaction might deter you from engaging with the company again. Similarly, a rude waitress in a restaurant can drive customers away, regardless of the food quality.
To ensure positive customer experiences, invest in training for all front-line employees. They need to understand that their behavior directly reflects on the brand. A single negative interaction can overshadow the quality of your product or service. Creating a positive brand perception requires consistent, pleasant interactions at every touchpoint. This starts with hiring the right people and providing them with the necessary training. Ensuring every team member understands their role in the brand’s ecosystem helps maintain a positive image.
Conclusion
Pastor Byemanzi closes by saying every person in your business contributes to the overall brand perception. Training employees, especially those who interact with customers, is crucial. Focusing on these details will enable one to build a strong, positive reputation that attracts and retains customers. “At Fervent Creative Studios, we understand the importance of each team member in shaping your brand. We offer comprehensive training and branding solutions to help businesses present their best face to the world.”
