Branding is the way in which a company or brand use ‘marketing practise’ to create a name, design or symbol to effectively differentiate themselves from others (rivals/competitors) (Entrepreneur, N.D).
The sports company Nike are one of the biggest sponsorships in the world, sponsoring dozens of ‘world class’ athletes across the globe. This is a big part of branding, as it lures people and customers in to buy more products as they see their idols or favourite athletes wearing them. For example, Cristiano Ronaldo. He is without a doubt one of the best footballers in the world and for sure the most well known. Nike sponsor Ronaldo and have done since 2003 (Associated press, 2008) – with him being such an influence he is such high value for his sponsors. This is one example in how Nike are brilliant with having an effective branding system and relationships with top sports stars.
Unique selling points are similar to branding, they are what make people or companies stand out and they also describe to customers/followers what makes someone or something ‘unique’. To develop USPs, it is important to understand target audience and realise what advantage can be gained over rivals. If this is done properly then there is a good chance of being different and attractive (Walker, 2017).
Mind mapping is an easy, creative process which helps with natural thought processes. By using a mind map it is possible to organise and structure information in any preferred way (Rustler, 2012). So below is a mind map of some of the skills that I consider myself to have. This was created in order to explore my skills and to dig up my personal USPs.
Associated Press, (8 November 2016) Cristiano Ronaldo extends long-term sponsorship deal with Nike, ESPN FC [online] available at: <http://www.espnfc.co.uk/real-madrid/story/2992549/cristiano-ronaldo-extends-long-term-sponsorship-deal-with-nike> [accessed on 11 March]
Entrepreneur, (N.D) Branding, Small Business Encyclopedia. [online] available at: <https://www.entrepreneur.com/encyclopedia/branding> [Accessed on 11 March]
Nike.com (2017) Cristiano Ronaldo, Nike/Football/CristianoRonaldo [online] available at: <http://www.nike.com/gb/en_gb/c/football/cristiano-ronaldo> [accessed 11 March]
Rustler, Florian. Mind Mapping For Dummies. 1st ed. Chichester: Wiley, 2012. Print.
Walker. A (2017) Developing your USP: A step-by-step guide, Marketing Donut [online] available from: <http://www.marketingdonut.co.uk/marketing-strategy/branding/developing-your-usp-a-step-by-step-guide> [accessed on 11 March]