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)
Managing a brand can become a herculean task if you do not understand the rudiments. It is difficult to build a superstructure on nothing. Attempting to do a great thing without a great investment of time and quality thought into it will end in frustration. More importantly, a commitment to openness and a high level of integrity with undiluted determination to stick with what you know is right will go a long way.
The basic challenge in brand management is that many do not want the brand to evolve. They want a seed to become an orange tree overnight. While there are possibilities, such never happen in most cases. So building and managing strong brand will demand a long term view from the Managers. With this basis, one is able to weigh the options which look like the best for now but are not sustainable.
Sustainability of project is essential. There is need to pay close attention to everything so that each process contributes to the predetermined goal. Today, let us quickly examine basic stuffs that can help you nurture a brand to the peak.
A well crafted vision: Nothing pushes you on like vision. Where are you, where are you coming from, your history and the places you want the brand to be will help you so much in this race. Keep this at the centre of everything. Some stuff may be great but when they are not in alignment with the values of the brand, do learn to walk away. You will never regret this.
Sound policy: Policy serves as a guide. No sound policy will work against a brand’s vision. Your policy should ooze out of the vision your brand is aiming at. The bedrock of every sound policy should be your own(brand) goal. There is no evil in bench- marking what works elsewhere but it is essential you closely look at where you are going and the values you cherish as a team.
Sound structure: a super structure must stand on something. Underneath a super structure must be a solid foundation without which the building will collapse. Brand structure is equated with its formation and constitution. It may appear to some as policy but there is a little difference between the two.
Sound implementation: You may get the above right but if your implementation processes are not sound or are just vague, the brand will encounter lots of problems which may eventually lead to its collapse. A detailed and follow-through implementation procedure must be known to all.
Work with great people: your people determine the velocity and energy the brand will radiate. Be selective in hiring process. Hire people with your brand DNA in view. If you make mistake, never be afraid to say sorry and let them go. This may not be easy but it will worth the price
Always cross check and evaluate: nothing works if we do not do constant evaluation and re-evaluate. Do not wait until it happens to you. Be on guard, keep your eyes open and ears to the ground.
Is there other stuff you want to add? Please use the comment section below. Do you need help, do send us a mail?