We must realize that building a brand in today’s market is far different from what it used to be. When we assume that the major way of building brand is through the marketing gimmicks, we are making the greatest mistake of the highest order. It does not work that way anymore. When a brand is constantly failing in the delivery of its promise, taking people for granted, it is sure it will soon become demised.  The day of brands buying their ways through marketing activities alone are gone for good.

So when you begin to see that the emotional bond between the brand and its clients are no longer there, you must wake up to the reality. When a brand notices that brand performance is dwindling all rounds, it is time to do something. But because many are not involved in constant brand auditing, they always discover too late that their brands have lost relevance quite a long time ago before they wake up to that reality. So in our dealing, we constantly encourage brand owners to ensure a motion is set in place to constantly reassess what the brand look like per time.

So today if you have noticed that your brand has issues and need to re-invent it, let me give you short tips that you can start with before going for the big deal.

Engage your customers: the brand is as good as what the customers say it is. The result of dwindling result will always be traceable to them. So it is time to meet with your advocates, loyalists who have talked to their heels or who may still be patronizing you because of pity. If you prod well you will discover that their hearts are far from you. Some of these might have been offended and may need a lot of deep engagement to get words out of them.

Provide best place to work: when the customers are engaged, brand ambassadors will drive them away if the system frustrates them by discouraging initiative or the leadership does not provide sound direction that will motivate everyone.

Being relevant in the community:   one other thing that will strengthen brand re-invention is in the brand’s ability to be relevant in its community. It has to make inputs to its brand community to get the best from all concerns. Never forget that it will take a community to build brand to the highest of its performance.

If i may round up this short piece, take great look at this acronym ‘C.A.R.E.S’ which means Community, Accountability, Respect, Empowerment, Service

Trust is an issue today. Without trust there is no love is a common cliché. Whether in a marriage or just casual relationship. People do not open up their minds to people they do not trust.When it comes to brands, people avoid brands that concentrate on gimicks, advert at the expense of building relationship that leads to long time commitment. To get the best value in any brand, trust, emotional connection and love will go a long way to help the brand. What I have discovered over time is that no matter how daunting a task is, when we approach it with dedicated approach and willingness to achieve tangible result,it is usually achievable. We live in an age and time when people want fast and instantaneous result, but trust is not instantaneous. It is a product of little act of caring, helping and bonding that add up to living together in unity.

Trust entails having a firm believe in the honesty and integrity of others. Since trust will be the greatest differentiator and competitive edge now, I guess it will be great to know what it will take to build trust with your brand’s audience so they can always be there for you.

Invest in the people: your brand is seen and appreciated by what your internal audience say about it.They must truly represent you otherwise many will not trust you. You can not be a luxury brand and your representatives are dressing like a pauper. What they broadcast and how they broadcast issues about the brand will affect the level of trust people can have. I have noticed this among educational institutions here. Some of them charge huge amount as school fees and pay staff peanuts. This has been noticed when many of the employees beg parents to help them secure a new job. Meanwhile the general perception is that if you charge high school fees , internal audience must also benfit from this.

Brand education: It takes faith in any brand to stake personal integrity into it. Many brands’ audience can not become brand advocates because they have little information about brands’ activities. Staking personal integrity costs if the brands disappoint. So constantly speak with your audience. Constantly brief them of what you are doing and where you are going together with them and how you are working hard to bring desired changes to their lives. In  all you are doing, make sure you are doing what you say you will do.

 Endorsements and Testimonials : Realize that people trust others people than they trust any organization’s messages. Marketing messages through advocacy method or third party will build strong trust in your message than what you have to say.

Law of commitment: Be extremely committted to your audience. Go extra mile with them in helping out. All good boughts in good conditions are not returnable will not work today and age. These are my thoughts today. Let me hear from you, use the comment section.

I am a strong believer in the cliché which says  ‘if you think education Is expensive, try ignorance’. In many ways I have come to understand that a literate individual who is well informed can become a great advocate than someone who is misinformed or carry around wrong opinion. I am beginning to see why some brands seem to be doing well with informed advocate than those who care less about brand education.

Many brands that spend money and invested time on educating their publics will be perceived as leading, caring as well as best of its kind.  As an individual, I learn from every one, everyday teaches me a lesson. Through some acts, I become better informed and  learn a lesson in every act. I am beginning to understand why some brands are perceived as big, dependable, and formidable through certain minute steps they take towards a better understanding of their brands while other brands that waste huge funds on advertisement do not match them in terms of strength, perception, equity.

I recently attended an effective internet training organized by American Consulate in Lagos. The purpose is to enlighten professionals, business men, journalists as well as to make them better informed persons on their jobs. More importantly, the consulate through this act of benevolence uses the medium to educate the participants, who are mostly enlightened citizens of  host countries about their activities, what they stand for, the benefits they offer. They go ahead to provide other free services that they will need to be more informed. The  overall objective based on my perception  is to provide necessary tools that will make these enlightened audience appreciate the country better.

These constant interactions, trainings, small sponsorship of events are going on all around the year. I also noticed that they use the platforms to tell participants where the consulate’s corners are located around the country. The purpose of the consulate corners also is to provide relevant information, education as well as to place necessary tools that will enhance participants’ perception, understanding of this world leading national brand. Today I am well informed and will be in a better position to spread positive information than the bad one about Brand America (not just because I want to run for greener pasture or to sound patronizing)  because I am better educated now than before.

My question then is what, where are the programmes your brand is running to enhance brand’s understanding, credibility, words of mouth, and increase numbers of your brand’s advocates? Many brand custodians think along big budget advert. Interestingly, not many people are carried away by such. Have you organized meetings to help your distributors understand the product you are offering so they can help you transfer the knowledge to the end users? American consulate Lagos also organizes and co sponsor, as I was told, musical events/concerts.

I think these are off core benefits for the target audience but it goes a long way to enhance its perception. No wonder then many daily throng the embassy for visa applications. Despite the fact that many are refused , they want to go again and  again until one day ‘according to many of them’ not minding what the cost of visa application fees are.

The heavy traffic the embassy receives every day is a product of apositive  perception our people have about that country and not necessarily because the country owes the magic to their success as I want to believe. Meanwhile I must conclude with kudos to visionary leadership, brand management and excellent positioning of brand America.

Silence is golden is an age long cliché. I used to be a fan of this and I am still in love with it. But the events that are unfolding today require that a re examination of what used to be valid truths now require modifications or changes.

In the light of the age we find ourselves today, aimless silence is harmful. There is need to speak out your own side of the matter. It has been proven that being social today is far better than being dumb or silent. Every introvert brand needs to cultivate ability to mix with other brands, potential and actual customers. If you a keen observer, you should have noticed, everyone is talking; conversation is going on with or without your brand’s participation. If by chance, the conversation revolves around you and you are not there to present the complete version of the story, your brand will suffer in silence.

A Nigerian adage says ‘when you hear carry it, carry it and you keep silent, they will drop it at your doorstep/back yard’. The burden of bearing unnecessary loads as a result of keeping  silence may be greater than speaking out your mind. Someone asked me recently what if his brand does not have anything to say? Why trying to answer that question honestly, I stumbled on an article written by Chad levit on questions to ask about personal brand and I believe answering those 49 questions Levit asked in that article will give a brand enough things to say for weeks. In saying something, many feedbacks will be available to the brands to see more opportunities to promote, give value to the target audience.

But before your brand start talking, it will be great  to listen first, have  a strategic plan of what you are going to say and how, when, where to say what you intend to say. For corporate brand’s voice to be more effective, it will be great to get the top management buy-in. Also it is good to have a policy in place that will guide what to say. In addition to the above, honesty, transparence is important. It will be good to prepare for eventualities as there is no guarantee that everything will run smoothly without any hitch.

Brand need to build strong engagement that can help when there is a smoke. Being ready to be on top of breaking your own brand’s news as fast as possible is also essential.

So according to Chad Levit, let us examine some of the relevant things to say which may/will give your brand leverage. What makes you and your brand indispensable, what kind of value do you provide, your brand’s differentiation, expertise, why should anybody listen to you, what trends are shaping your industry presently, do you have success stories, have you contributed to any project achievement, how have you made life simple, bearable for others, what are you doing, do you have any social responsibility initiatives that have impacted lives, do you have photos of events you recently held? These and other questions when answered may give you and your brand a clue to what to say when you already have a plan. Can you share your experience?

 Prior to the first tsunami in Asia, tsunami is just a word in the dictionary. Most people did not know what the word stands for, how it operates. All of us could not imagine the huge impact an occurrence can have on humanity. This was followed by ‘Hurricane Katrina’ which was the USA version under George Bush.

Since the second outbreak, wise nations have trained experts and put structures in place to forestall further outbreak or minimize its effects. There are lots of ‘tsunamis’ happening right in front us today within marketing communications industry. The level of disruption has caught many brands unaware.

Even when there is clear sign of changes, many brands are still assuming that marketing tsunami does not concern them or will never change the dynamics of the trade. I can not but laugh out loud. Joe Puzilli has once said ‘we are seeing nothing less than a tsunami affecting business of every size, regardless of what they are selling’. Instead of readjusting their contact lenses in order to see well, Many brands will rather pretend it will not affect them. Many brands are still complaining that technology has brought a lot of damage to their business/sales- especially traditional media.

What they have failed to realize is that every disadvantage carries with it a correspondence opportunity. Technology has opened more doors of opportunities to every brand than the ones closed. It I just that they have not taken time to study the parameters of the tsunami. Over concentration on old patterns of news coverage, marketing will not allow traditional media brands to see untold numbers of opportunities to increase revenue despite the influence of social media on their trade.

Also some personal brands will rather continue with ‘resume posting’, looking for jobs on the job boards than building a strong personal, networking, global brand positioning through solid, creative online presence. We are in a stage where marketing tsunami is still changing the dynamics of operation. Wise brands have realized this and are adapting. The new brand marketing trend demands that each brand build strong connection with its consumer instead of talking at them.

The new marketing also demands that brands elevate their consumers from just an acquaintance to good bed fellow/passionate lovers. Brands needs to get over the initial shock of this marketing tsunami disruptions of old patterns and move on with the present demands. The advent of brand marketing tsunami began about a decade and half ago but its effects became pronounced in the last decade and it is not likely to end until its disrupt the old pattern.

Anyway that is my view. A wise brand should make available fund for social media whether it is hundred years old or a start up. Robert Kiyosaki was quoted last year as saying ‘I am a bit old to focus on social media now but I spend an average of two hundred thousand dollars monthly through hired employees or consultants on social media, online reputation etc’.

Today a five minute ad, a five page ad in the Dailies may not create a meaningful relationship with customers. Meanwhile they still need to be part of brands’ communication tools/plans.

The sign of stressed economy is here today. It is obvious that little fund is being programmed to accomplish many tasks. Many individuals who have been victims of lay off may not even have enough to go round either for their families or themselves. The recession effects though seemed declining in advanced countries; most developing countries are still confused on the way out. I want to believe also that this situation is applicable to many personal brands in developing economy. Because mine country seemed to be among developing countries, I can not but once in a while be concerned with the plight of my people.

The huge crowd that has been laid off is still battling in the euphoria of what the future holds. Recently someone in a paid employment told me that the opportunity I have to build a strong personal brand is due to the fact that I am not engaged in a 24/7 duty or possibly that I am not at the lower level of management in my organization. While I responded that anyone will have time for what is uppermost in his/her priority, I also thought that many who still  hold a job are  under intense pressure to deliver or they will be shown the way out. By the time they come back home, they are already worn out. Many around me also go to work on weekends to cover up the demands of their responsibilities.

To thrive in today’s distressed economy; innovative brands must begin to leverage on power of social media to expand their brand’s appeal, relevance, and credibility as well to protect their brands from avoidable crisis. The challenges of social media that I have seen though is that to gain recognition, it is not a platform for ‘weak hearts’, lazy individuals or brands looking for quick fix it. Such brands will fail without any warning signals and such brands are the ones that will conclude that there is no credible ROI in social media.

An intelligent player in social media games can stand out of the crowd through proper management of great content, backed with sound creativity. Through right influence, a brand can still drive enough customers that will keep it afloat the troubled water of the present economic position. I have also discovered through feedbacks from my community that over dependence on a social media channel will not help much. The present crops of clients are looking for more value while they are not willing to pay premium. The positive side effect of a truly satisfied client or community member is that they will bring their friends, families, colleagues to patronize your services at no charge or increase in marketing charges.

Given the above, we are about to introduce a new channel to this community. The channel will be known as BRANDGAVEL RADIO. Hopeful in the future we may bring in Television series when the logistics are perfected. Brandgavel radio programme is a series of audio programmes that will  be featured weekly on this platform. It focus will also includes intelligent panel discussions on a range of issues that affect brands enlightenments programmes, personal brand initiatives, success stories, interviews with successful entrepreneurs who are willing to share their success stories from ground up. So if you know any one we can interviews who have credible brand stories that can inspire others who are still going through stuffs, please do send their names and contacts. Is your brand still romancing the old ways of doing things?? It is time to have a rethink.

Many people/brands search for magic wand that will place their brands on the pinnacle of success. In my little research, I have come to understand that the obvious are not seen. Many have eyes that are not trained to spot their opportunities.

Opportunity can fall on a person’s laps if the laps are well positioned. In a recent chat with a group of college graduates, I discovered many of them are looking for outstanding opportunities meanwhile they are squandering the ones that are available to them unintentionally. In the bid to take hold of ‘outstanding opportunities’ many had messed up their chances to success.

Every brand has target audience. Every audience, client has families, colleagues that they have influence on in their decision making process of what to buy or not through auto suggestion. These families, friends ‘receive referral advice’ with regards to a particular brand. This is why brands should not overlook their opportunities that are close by and why they should see from their target perspectives in order to take advantage of their immediate opportunities. To me this is the secret to ‘big successes. So let us examine how brand’s audience rate most brands. This list is no means exhaustive.

Brand’s aesthetic/image: people are moved by sight. Sight influences many clients’ feeling. So how much concern are you giving to your brand image: online/offline? Many have great blog contents whose designs are not appealing. This lack of attention to design often robs many of greater opportunities to excel.

Feelings/Impression: Branding is all about impressions. Impressions are formed based on personal biases and not on great facts, reasons. ‘I feel good’ is a popular byline of a noted beer here. People fall in love with what makes them feel good about themselves and they are willing to spend their entire dime on that. Does your brand work hard to make sure the targets egos are fanned? So, while looking for big breakthrough, does your brand know your target’s biases? What do they associate with certain vibes your brand sends out?

Communication tool/innovation: realize that people buying decisions are not based on logic. This has been substantiated and there is no reason to argue with facts. So how coherent are your brand’s communication tools? Are their compliances at all level? One of the things that made me stay with the church I am attending today is because when I first joined, I received a personalized encouragement email from the senior clergy every week and that was close to a decade now. At that time, most congregations did not use that tool even till date.

Association/ Colleagues: What kind of imagery is associated with your brand? For personal brands, who are your closest friends? If you keep company with those who dictate the phase in your society, your personal brand will be consider as powerful by association.

Have you critically assessed these areas in your effort to brand’s breakthrough? It is important to consider and manage these spots well in the brand’s search for relevance as these may constitute a cog in the wheel of that brand’s ‘big success’ mentality. Do you have any other lists that can help? Share with us.

Attention deficit disorder is a coinage of the new age. No one seems to have time for anything except those things that are of utmost importance to them. No one is extremely interested in your brand except if it adds value to them. The noise level is not even helping the matter. The noise level online today is just to high but that does not nullify the fact that everyone has a chance of making meaningful impact if one has taken time to know how to join the conversation.

In order not to be infected with this disease, your brand need to maximize every potential opportunity to make a lasting impact. For your personal brand to enjoy immunity against A.D.D, it is expedient that you continually show, market your competitive advantage. Getting attention today is huge work. Promoting a strong brand ‘you’ competitive advantage that qualifies you for targets’ precious time is important. To do this successfully, it is important that individual put a lot of effort in in preparing for their opportunities. When the teacher is ready, the student will show up and vice versa is still relevant. Treat every opportunity in form of attention given you as precious. You can also create your own opportunities by ensuring that you give out a compelling offer that will equate or surpass targets’ time investment.

Remember optimism alone will not do the magic of getting attention from your target. Opportunity without enough time invested is a dangerous syndrome. Let me conclude here that the world is indifferent about who you are. Everyone wants attention. Yours is an extra baggage on them. They will only tag along if you have a compelling offer that will not make your extra baggage a burden but a delight to them. No one wants to waste his time. So beware, do not allow Attention Deficit Disorder to catch up with your personal brand. It has infected many brands. The result of this disease is that many brands have lost their relevance.

Relationship is important to brand survival. Brand needs to build affinity with others to become truly successful. Humans are not created in isolation. This is a signal that shows that we all need others to move ahead. A person is four people away from a desired contact still holds true.

 In my research, I have discovered that what is applicable to humans are also true for brands. Brands are living entity. Brand does not exist for itself. Brand needs strong relationship with external communities to excel. The day of brand monologue is gone for good. Dialogue is the new, hard currency that brand must trade with. It is important for brands to maintain their differentiation, internal innovation and to constantly oil their funnels of communication, the future of any brand is not guaranteed in isolation.

 Community engagement will help much. Brands must become active member of the societies they operate in. Giving back, taking interest in the well being of the society they operate in is vital today than ever before. For any brand to stand aloof is tantamount to self destruct. The depression is making many brands to roam the societies (online an offline) without ever becoming a true, active member of such societies.

Many have forgotten that symbiotic relationship system is important. They have ignored the clients concern to their own peril. Many brands continue to ‘speak to their clients’ without listening. Any brand that stands alone today without giving helping hands will soon realize its mistake when the society repels its offering. While it is important for brand to minimize cost, save time and other vital resources through ‘father Christmas’ gesture, showing concern, encouragement, providing answers to environmental questions through different fora. Some of these do not require financial commitment but creating time.

At offline level, release your staff to participate in local non-profit initiative, allow your members of staff to mentor local high school students, plant flowers or maintain a local, Community Park. On online platform, let your brand takes active parts in consumer forum or other platforms where your target hibernate; give free content and give helping hands by answering questions of the clients. Remember, we live in an ‘archived’ society. By that I mean that Google keeps record. So when crisis arise, people help those who have been there for them. Stand alone brands spend huge money on crisis management because they have to manage the situations by themselves without a supporting hands.

They hardly have a soft landing. They crash heavily on the rock. My questions today are: is your brand part of any relevant community? Is your brand well known for helping out or leaving positive impression (offline, online)? Do brand assessments today, make necessary changes if you feel yours have been a stand alone? There is danger ahead if necessary changes are not made now

The Tribe was first used with regards to branding by Seth Godin. Each time I have thought about the notion of tribe, I consider the depth that African should have that we do not. Not only as an individual but as a professional in the field of branding particularly when it comes to brand’s tribe. Average African should understand the concept of tribe more than the westerner. We were raised within clan, we were told from birth to be our brother’s keeper. The kind of individualistic culture that we have now was alien to us.

Most adult African understand what village life is. We were brought up to be your brother’s keeper. The communal spirit is unparalleled. The village administration, governance is all inclusive. No one wanted to be loner. Africans are people with communal, tribal mentality. Today all that has been lost. No wonder African brand professionals have to be taught again the element of tribal connection on a successful brand. As African professional I do think we should be in the forefront in applying the tribal elements to build our brands so the world can copy us. The challenge of African brands have been our inability to follow establish path, wanting to become like the Jones, copy and paste syndrome, inability to fashion out correct adequate strategy irrespective of our environmental, cultural challenges.

Seth Godin describes a tribe as “a group of people connected to one another, connected to a leader and connected to an idea’. How many of our brands can pass the test above? How many of our brand’s stakeholders are really connected/ Do we even give the stakeholders a platform to connect? Are we not interested only in getting from our community if we have one? The internet has provided several platforms to build tribe, but do we have brand strategists who are showing the way? Most of what we do know with our brands is to engage in interruptive marketing which results are often counter productive.

Like we know, a tribal do not just surface, it is built on structure of communal survivability; it is built on sharing and caring. Tribe is not built on selfishness.

Ed Welch also says “to implement tribe concept, everyone from the CEO and janitor should be working to building a meaningful connections with customers’.

My question today is why is it that African brands are not building tribal brands with all its opportunities? Why don’t we take advantage of our in-born traits, cherished qualities to maximize values in our brands? There is greater value in a brand that has tribe. It works best for all the stakeholders. Every one gains and there is absolute unity, peace and prosperity. I guess it is time to go back to basis. Strong connection among the stakeholders especially employees and customers will bring greater profitability. Not just a customer service unit will do, everyone must become tribal ambassadors, and marketers etc everyone must be making connection. Building and strengthening meaningful connection will lead to healthy customer tribe- Ed Welch. This will facilitate tribal explosion in terms of idea, product or service advantage.

If you do not know how, PERSONAL BRANDING AND CORPORATE SUCCESS SEMINAR will offer opportunities on how to do this. This seminar holds in Lagos Nigeria on the 17th-18^th April, 2009. Do not miss this, you can send mail to: info@michaelsage.org or call 07029778785 for participation enquiries.