Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)
Yesterday I was thinking about what makes great brands successful. I actually downloaded an autobiography to understand the energy that sustained most great brands in the past. I do not know whether it is me or if others see life the way I see it. I often wonder why I am not far ahead from where I am. At least, with the kind of energy I put into my work. A cursory invasion into the energy that drives great brand shows that what an average outsider look at is the fame, the popularity and the glory.
I think we should all try and read the story of great brands before we envy or capitalize on the glory. Most great brands are not extra ordinary brands. They are just ordinary brands who had pursued their passions until they broke forth into stardom. In an autobiography I am presently studying, I could notice some great forces that made an outstanding brand remain what they are. It may look like repetition but I think reading them once again reinforces my commitment to go ahead irrespective of whether I have achieved my aim for now or not. So here are the forces or energy that have produced many outstanding brands.
The energy of vision, goal setting: This is the foundational energy that will make any brand stakes all it has into the pursuit of stardom. If this energy is not in place, the storms on the road will quickly discourage the brand. But as great as this energy is, there is need to carefully define what success means per time. The energy to continue is quickly release when a brand understands what success means as soon as the spirit of competition, unhealthy comparism with the Jones sets in.
The energy of opportunities: No brand is devoid of its own opportunities. Where there are no immediate opportunities, great brands learn to create one through observation, association as well as continuous creativity and innovation. Great brands have also learnt to weigh what is commonly called opportunities with regards to where they are going. They understand that some opportunities would not aid their goal achievement
The energy of time: this energy is very crucial. Most great brands always look out for the right time. Having paid their dues through patience and hard work, they understand that time is an equalizer that delivers without fail.
The energy of ‘appreciation/thankfulness’: most great brands do not take worthy relationships for granted. They nurture and feed them. Great brands are ever grateful for the opportunities they have enjoyed. This often fire up great attitude that is optimistic. They remember to send thank you note or a form of appreciation no matter how small to those who made flying easy at the verge of collapse. They are also grateful for the energy of the Universe that strengthens them to continue.
The energy of baby-step: No matter how terrible the road to stardom is, most great brands understand the energy of little, concerted action that culminate into a whole. Even in the face of daunting challenges where everyone gives in, great brands will rather chose to take a baby-step towards the achievement of their goals or to either take the time to re-ignite the passion.
The energy of evaluation and responsibility: take this energy out and all that a brand has is lawlessness and accident going to happen. No great brand shifts responsibility for failure on external party. Great brands make on-going evaluation a priority. They understand that what is not measured cannot be assured.
The energy of community: In relations to the above, most great brands are usually part of future-bound, goal oriented community that represents positive moves. If none exists, they often form one so as to gain the energy in ‘the wisdom of valuable crowd’. Such community often supply necessary energy to the brand when the power of the brand is going down.
The energy of break, vacation and rest: Most times this sounds alien to most Africans. They want to be active 24/7 by 365. Great brands understand the energy in taking a break. A time comes when the best option is to observe a break in the pattern of thinking. Most brands in African think of holiday, vacation only when things have ‘settled down’. Such times do not come for many until when the tension have snuffed life out of them. Let me stop here and listen to your views. I hope to go over these lists again as a refresher course too.