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?

Brand communication today has become so easy given the fact that there are several opportunities that are now made available to discerning individuals, brand owners who know what to do and where they are going. Needless to say is that media are channels that allow individuals to pass a message to a target audience with a view to get right feedback. Brand communication media therefore are channels that brands use to reach identified, target audience who are potential, actual or future customers of the brands.

 Brand communication today requires a consistent flow of conversation- not monologue- between the brand and its audience. The equalization of influence provided by the new and digital media allows every brand to have a say instead of being dumb. Brand communication today encourages that each brand becomes social instead of being dumb or silence. Brand communication in this age demands that each brand takes up its own funnel and pour out water of creative, compelling and engaging content that will enhance brand’s perception in the minds of brand’s target. Out of sight is now out of mind. Available media platforms today are enough to ensure brands are not out of sight except the brand chooses to remain so.

 Available media platforms offer untold opportunity to remain in the audience sight all years round. In a recent Forrester research on available media platforms (This result will be the foundation of this write up), many media platforms were identified. I will examine the research report below.

Owned media: These are media channels that are fully controlled by the brand and if I may add, they are used to exchange, share communication with the brand’s audience. Some of these media platforms include brand’s websites, mobile websites, blogs, twitter account, Facebook fan page etc. These platforms are built for a long term relationship with existing and potential audience and takes time to scale.  If I may add, this is where many brands especially in Africa miss it. They want an instance miracle from these platforms. The benefit of these media is in their cost effective, control, versatility, immediacy, niche audience.

Paid media: These are media brands pay for to use. It includes display ads, paid search, and sponsorship. The role of this is in shift in foundation to a catalyst form. Benefit of these includes immediacy, scale control. The disadvantage of this is declining credibility over time

Earned media:  These media make the customers the channel. These include Word Of Mouth, Buzz, viral. It is result of a well executed, well coordinated owned and paid media. These media are most credible, transparent and lives on. The only minus is that it can not be controlled by the brand. Having analyzed these, which of these media is your brand using. The combination of al sound great. Whichever way it goes, all of these increase, populate and shape brand’s perception. Can you share your experience in using these media? Use the comment section.

I have been asked several times why do I think Twitter holds any benefits for Nigerian and African brands. The reason to some is that the population of Nigerians and Africans on twitter is still negligible compare to the western world. The concerns Ihave noticeds on the faces of those who asked such question  has made me to conclude that many do not want to pay the price Twitter requires to be successful.

Unlike Facebook which is easier to operate. Couple with the fact that facebook comes with a lot of fun, I always consider twitter as more for serious professionals, brands that want to pay the price to make a mark. This is based on the premise that it forces users to think, it demands that brands say what it has to say within the limit of 140 characters. Unlike Facebook, Brands (individuals) may not have the luxury of creating events- there may be possibility soon, fan page among other factors. With regards to fan page, there is an argument that bothers on quality over quantity of relationships (followers).

Some believe that the quantity of brand’s followers will determine its influence when others play more emphasis on quality. I am more of quality than quantity. Whichever way an individual falls, each has its own benefits and this should be weighed against the objective, goal of twitter usage. Those who think of quality argue that it allows faster brand’s message spread and visibility while quality school of thought believes in effectiveness of relationship, engagement, commitment among followers. But let us leave the argument for some other days.

For those who see twitter as very demanding and uninteresting, they always missed out in the game. A  Harvard University study shows that sixty percent of twitter users just signed up and use it only once. My research has shown also that many African users fall within this category. To overcome the inertia most brands in Africa have towards Twitter, it will be good to pen down these thoughts.

Twitter has exponential power for brand awareness, visibility. When twitter is properly annexed and incorporated into brand’s communication tool, it can be used for brand activation, product development and launch. It can also help to foster engagement. Other usage of Twitter includes advocacy, customer support. Needless to say is that to get the best of twitter, it is out of place to use all the brand’s tweets on self promotion, pitching. Engagement, strong bonding is not guaranteed when someone else continues to flaunt his ego. Instead always ensure you give quality content, ask for your followers’ opinion, get feedback and respond accurately without getting angry about any issue. Also it may be good to acknowledge the good in others by promoting them if it is possible.

To get the best, brand must first listen to the conversation, then follow the trend, issues, conversation, then create your own relevant content, support system which will help your brand engagement. Do you have success story using Twitter? Share it.

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.

Many brands are concerned why they could not stand out. But when we check out, they have being trying to become a popular jingo brand. Trying to satisfy everyone. In few cases some are not but they are missing out some core ingredients that make brands stand out. For a brand to stand out, focus must be in place as well as a constant re-evaluation of brand’s philosophy, vision will go a long way to put the brand in correct view of its power and relevance. The top management must also demonstrate their conviction of the brand’s relevance by being good representatives of the brand in all form and be highly committed to the promotion of brand’s niche. Being the brand themselves requires that they use the brand item wherever they may be. I have noticed that some executives are not so proud of the brands they represent or what excuse will they give to be using other brand items that are owned by competitors. Let take a quick tip on what makes a stand out.

Positive attitude: ever brand must radiate an attitude that is positive. Even if it is not personal brand, we must remember that brands have personality. The personality of every brand can be felt no matter how hard the brand owners want to conceal it. Be a brand that shows the brighter side of life. Let all the brand campaigns manifest positive attitude that are infectious.

Communication: Package well your brand communication technique so much that it enhances brand differentiation.

Shift thinking: never allow your brand to fall in love with old ideas that is no longer works. Be open to new ideas and be a yardstick for new value- added innovation.

Embrace technology: Make life better for your market through the aid of latest technology. Use technology to your brand’s advantage.

Idea and leadership: take a stand; be at the fore-front of that idea. Pursue great idea and those social responsibility opportunities that can enhance brand’s profile.

In the previous article, we started a discussion on the force of shaping strategy. This will be the concluding part for now until further notice. We need to note that not every brand is cut out to engage in shaping strategy. To engage, brand must consider the following and be convinced that answers given are adequate.

1. Powerful, foresighted CEO and directors: Not every brand is blessed with powerful, foresighted CEOS. If the brand’s CEO is only concerned about present or immediate gain and demands immediate ROI on every investment, it may not be good strategy for the brand to engage shaping strategy.

2.   Risk profile: Brand must also assess risk profile of engaging in shaping strategy. Any brand that is not comfortable with risk taking can not engage in shaping industry focus. It takes a large hearted brand to determine the trend of any market.

3. Management capabilities: Shaping strategy requires strong management capabilities to weather the storm otherwise blames, excuses will become the order of the day along the line. This will be accompanied with mudslinging, apathy, lack of necessary commitment to follow through.

4. Right aspiration: shaping strategy must get the facts rights by identifying the opportunities before the journey begins. The opportunities often give necessary morale when the tide starts blowing.

5. Determine the role to be played: There are several roles each brand can play in shaping strategy. That calls for true assessment of brand’s capacity. None of the role is devoid of any benefits. There are three roles: Influencers, as influencers the brand commit early and prominently to one shaping strategy and it usually gains strong market position. As hedger, the brand develops its products and services to support multiple shaping platforms. As disciple, the brand commits to only one shaping strategy.

The followings are some of the advantages of shaping strategy. It gives brand credibility and projects a long term commitment of the strategy designer. Shaping strategy also helps to define the industry standard.

On the last note, if a brand continually adapts, it shows that there is an absence of innovation and creativity. Adaptation strategy often misses the real opportunity.

I have watched with dismay how millions of Naira have been wasted on adverts by brands because of the erroneous believe that adverts alone is the buzz word to get into limelight. My heart aches when I see small business start getting involved in the rat race instead of using other avenues that can achieve same purpose. There are many other ways by which brand customers can get to know about the brand than advertising. This is not the topic of today. Our concern here is to point out avenues that make investment on advertising wasteful.

1. Spending on what is not working: Advertising must have a purpose. There is a need for goal setting. As we know, most advertising is geared towards creating awareness for a service and product. If the content, design of the advert does not support the purpose, stop the advert or you will just be wasting money.

2. Doing it for competitors’ sake: when advert has no any other purpose except for the fact that your competitors are doing it, every investment will be wasteful as there will be no goal in view. Looking like Jones do not help

3. No personal touch: when the language of the advert is impersonal it may fail. Every copy of the advert must be a personal communication to a particular person in mind.

4. No unique message: run off the mills ad messages do not achieve any desirable result. Today, there are too many voices in town without any unique differentiation. That is the reason a professional has to assist brand owners. The message must be unique to get attention desired.

5. Institutional advertising instead of direct advertising: many start up companies/brand need to concentrate on direct advertising instead of institutional advertising. The purpose of direct advertising is often to produce a clear response. One of the advantages of direct response advertising is that it easier to tell whether it is working. For a start up there should be no half-hearted combination of direct response with any other ones.

Today I may digress a little. One of the things that touch my heart came up in the news yesterday night. Last night I tuned in to one of the Television channels for news at ten. The first channel I tuned to relay the news about re-branding Nigeria and that this time around it is going to be a re-branding by Nigerians. I initially laughed. But because I am passionate about this nation and the face of the individual I saw-Prof Dora Akinyuli- I cautioned myself as this Amazon has track record. I looked at the faces of people seated in the auditorium where the conference was held, I saw many old faces that had worked it before and failed. I asked myself, can’t there be new blood injected in this process since the younger ones will be up there in the future? Many questions were racing in my head. Will they get it right now? Will this not be another white elephant project? Which Nigerians are they talking about? The present crops of Nigerians who are mostly disgruntled, disorientated, hungry, angry, bitter or a new one? Will these Nigerians be interested in anything that can not put food on their tables, put clothes on their bodies, will this process bring their drop-out children back to school?

Let us keep our fingers crossed. Some of us who are passionate about what becomes of  this nation will do our best to project this new Nigeria of our dream. A place we can all be proud of, a place of unity, a land that flows with milk and honor. The great land that birthed wole soyinka, Chinua Achebe, Phillip Emeagwali, Tafawa Balewa, Col. Umar, The land that produced Gani Fawehinmi, The likes of Akinyuli, Alvan Ikoku, Kanu Nwankwo, Sunday Oliseh, Jay Okocha and the likes of Yinka olaito- do not laugh yet.

I see a new day and I do believe that this is prayer being answered. I just hope we do get it right now. If not the journey may still be long. I think there seems to be a ray of hope when I read in one of my friends’ blogs that he had been contacted for in puts. Let us keep hope high and believe that this is it. This is the joker we all have been hoping for. God bless Nigeria