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)
Brand relevance speaks volume when we consider influence, significance, importance and bearing a brand has over a particular market. Every brand cherishes been recognized, positioned at the top of the market. But this is impossible without some sorts of trustworthy credentials that can provoke a high level of believability, reliability, authority and standing.
Brand relevance is not given, it has to be earned. Even in our daily lives, we do not give reference to everyone. It is also a common knowledge that not every individual/brand commands our attention like some others. Life is a choice. We daily make a choice on whom to give attention to. Given everyone/brand attention in our lives will create a great disorder that may not be resolved over a long haul.
As we know, the foundation of any brand relevance is to first find a niche and stay in there. This is to be followed with a strategy to remain a top of the mind status in the chosen/niche. Having taken position, the followings advice will help anyone from scratch to the top.
Break news: To be relevant, keep a tab on industry news. It is your duty to be a trail blazer. While other brands are sleeping or still trying to wake, you must remain awake, alert to get the latest gist and break it. What do you think is the reason for dwindling fortune of Weekly magazine when compared to Daily Newspapers today? Why do you also think CNN, BBC etc still remain part of our lives? Daily Newspapers strive hard to break news even though some of the news is already covered by Social Media platform users? On the other hands, Weekly Magazines give you news that is already stale. Many people already got everything or done enough research that will make Weekly magazine’ research unnecessary. To be a go-to brand, your nose has to be on the ground. More importantly, you need to act fast in relaying the news as soon as its authenticity is confirmed. A word of caution, do not be a rumour peddler, it may backfire.
Public Speaking/Corporate coaching: Look for opportunity to speak at relevant platforms where the brand can gain necessary eyeballs. I understand Steve Jobs gave many highly relevant public lectures on Apple, Apple products and services that it became impossible for anyone who has anything to do with Apple not take note and yearn for more.
Web presence and blog: Today, we have no excuse for not having a web presence and run a blog. The only excuse can be laziness. A friend whom I have been singing the song of a need for web presence to over the years shared this with me last week. He said having a web presence may reduce a lot of argument about your professional relevance. Someone recommended him to a firm, but they were not persuaded initially. He said he pulled a call through to the firm’s CEO to find out updates. The CEO felt they may not need a new hand but was willing to listen to him for two minutes. My friend said all he did was to point the CEO to his website and asked him to check the website. That was the magic. The CEO later called and asked him to become one of their external consultants. Will trying to convince the CEO with long talk would have helped in that circumstance?
Write article/grant interview for relevant industry journal: Writing article and granting highly relevant interview on topical issue can also strengthen brand relevance
Author a book: if you can, author a book on your niche. If writing a voluminous book will be a task, put your thoughts together in several EBooks and give them free.
Be a heavy user of audio and video in sharing knowledge: Podcast and online videos is becoming great instrument to promote brand relevance today. Be sure you have something to say and invest in little tools that can enhance the quality of your production
Join relevant national/international professional Associations: While some still feel this may not be highly important in today’s world, in few instances they can be icing on the cake.
What do you think? Share your opinion