Reader’s Report: Creating Your Business Brand to Transcend Across All Media

This is the 4th entry written by our readers, who have attended the BFM Breakaway Conference 2012. As part of’s campaign to Thank our readers for helping us hit the 50,000 readership mark monthly, we are giving away tickets to exclusive events like these. And these readers have come back to us with written reports from what they have learnt from these conferences. Right now, hear it from the top entrepreneurs on how they created a global brand for their business that transcended across multiple media and communication platforms.

Special thanks to Chloe Yap, our reader from Monash University who has written this piece for She was one of the lucky winners of our Ticket-Giveaway in our Facebook page ‘Malaysia Entrepreneurs’ —¬†So subscribe to us now on FACEBOOK!

In the fourth session of BFM Enterprise Breakaway 2012, Branding And Your Business Strategy: Importance of Getting It Right is moderated and led by Lee Jia Ping (Managing Partner of The Listening Tree).

In the modern world today, strong branding is crucial to a business.

Rudy Foo (Managing Director of Madam Kwan’s), Choong Kar Weng (Founder/ Managing Director of Macy Home Furnishings Sdn Bhd) and Malek Ali (Founder/ Managing Director of BFM Media) will be sharing on how they brand their business locally or globally and the branding strategy used to align to their businesses.

Even the best advertising cannot create something that isn’t there.

How to start?

1. Have a belief that resonates!

2. You resonate by being Relevant.

Keys to Building Rlevance (Answer questions like these builds relevance)

1. What is in it for me?

2. Will you help me succeed?

3. Will you keep me safe?

4. Will I grow here?

68% of customers LEAVE because of poor employee attitude.

(source: Parkington and Buxton, Study of the US Banking Sector, Journal of Applied Psychology)

41% of customers are LOYAL because of a good employee attitude.

(source: MCA Brand Ambassador Benchmark)

70% of customer brand perception is determined by experiences with PEOPLE.

(source: Ken Irons, Market Leader)

Who you are, What you stand for – Creating a Brand Promise, a Leadership Role

Between 80% – 90% of organisational culture is determined by:

  • What the leader attends to, measures, rewards and controls
  • Leader reaction to critical incidents
  • Leader role modelling, coaching

The greatest leaders cared as much about values as victory, as much about purpose as profit, as much about being useful as being successful. Their drive and standards are ultimately internal, rising from somewhere deep inside.