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.

Change is a constant thing in life. Any brand that refuses to change on time with trend will discover too late that it is already in the graveyard. We are in the age of adaptation. A cursory look around will show signs of this. Before, many people cherished eating at home. Then they had enough time to cook their meals. Today the pressure on people’s time had opened opportunity for quick service restaurants to provide a stop gap in- between to help them out.

Despite these signs many big brands still cling to the old ways of doing marketing business. The need for adaptation has being nailed by this quotation: Adaptation means not clinging to fixed methods but changing appropriately according to events. We need to realize that in today’s business environment, success does not belong to the strongest of the species or the most intelligent, but those who subscribe early to change, adaptation before it is too late.

 The world is moving more rapidly, Holding to old strategies of doing business is becoming increasingly dangerous, poisonous. Technology keeps expanding and new discoveries are being made everyday. Brand’s strategists, communicators must ensure they are constantly overhauling their skills. Without adaptation, most brands will be lost in the sea of innovation. For many brands to survive today, such brands should be armed with these basic ingredients.

Change mindset/be open: It is not compulsory that we must absorb everything, but gateway to new discovery is a mind that is open and is willing to accommodate new ways of doing business. Never say never.

Plan/ strategize: when your brand is open to new ideas, it will see need to plan ahead. This will necessitate the need to plan for necessary changes or ignore them. This will also lead to strategy formation, deployment of troops ahead of the battle.

Act: never being stranded with inaction. Act on what you think will help build your brand for tomorrow. Begin to sell the idea to decision maker as an employee if you are hired for that purpose otherwise if you keep quiet, you may soon lose your job as a professional who does not know how to guide. That is why you are hired in the first instance. Does anyone has contrary opinion?

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.

There is no need repeating the obvious. Humans thrive when there is interaction, bonding and not when in isolation. Humans are not wired to live in isolation. To be successful human/brand needs solid relationships, engagement with others. since the world has become a global village, building engagement withy locals only deprive brands the benefits that are available to all.

 As many professionals know, productive, profitable engagement in the midst of noise level today is not a child’s play. It is real work. What I have noticed is that many give up so soon when their efforts are not yielding immediate result. The pressure from management that has invested much in online branding is not helping matter. Community manager must educate the management on the time lag it will take to make meaningful impact. There is no overnight success.

Whether there is instant success or not, we must be able to see clearly like DNA13 suggests ‘joining conversation and shaping public opinion holds promise of reducing cost of communication’. Strong community engagement thrives where there is strong collaboration among the major actors which includes the community manager, the community members and other stakeholders. Conscious effort must also be made to recognize, value active promoters of community well being. The community leader, manager must be a bundle of inspiration. He/she must not be lazy or tired of maintaining the conversation so well with relevant content. The community leader must also learn to build quality relationship with the community stakeholder and be willing promptly attend to community concerns.

Any brand that wants to maintain solo, one man squad approach to managing, promoting, positioning itself will end with lots of regret.

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.

A person’s personal brand lives with him/her for life. Though there are many things in- between that will eventually add up to the full manifestation of the brand. Because established personal brand lives with one forever, calculated step must be taken towards demobilizing the in-between from destroying the lifelong journey. Personal brand must be seen as a life long journey to manage it well. The in- between has capacity to make a person forget that he/she is in a journey. Success is a wild animal, if it is not tamed, it can destroy. Position (that is transient) can make some commit fatal error that will permanently destroy their personal brands. When the title is withdrawn, they will become empty.

Making the vital mistake of thinking that position determines who you are will lead to total destruction. You are not your position; your personal brand is greater than your present position. When you equate your personal brand with your present position- especially when you are the overall boss, you will be digging a grave that will soon consume the brand.

Someone is wondering why is the above important? Yesterday I was billed to see a Director General in one of the government’s agencies here. I must admit he is not a type of all. I got to his office and requested to see him. After signing the visitor’s note, I was allowed to meet with him. I entered the office and greeted him with all enthusiasm, introduced myself and all that. I told him my mission and he started following the official “jargons” instead of being a real person. I did not mind that as I assumed his age is making him lose touch with the reality of time. But this so called DG actually betrayed his personal brand when I was about to leave his office. I appreciated him for his time and just because I thought he forgot to introduce himself while I did that, I asked him for his name again. His answer shocked me ‘please go and I ask my secretary”. I was shocked to the marrow that his position has overwhelmed him so much that he felt telling others his name is out of order for a person of his status.

My advice, be your own brand manager, never destroy your personal brand because of the position you have today. Tomorrow, the position may not be there what you will have left is your personal brand.

Yesterday, I was speaking at an annual conference of a youth advocacy group I had the privilege of pioneering about a decade and half years ago. I actually led the group for three years before I committed the assignment to some other individuals who could steer its wheel of progress. This group today (which was predominantly undergraduates then) now has doctorate degree holder, computer scientists among other professionals. I was billed to speak to this group on the topic: Developing marketable skill. The time spent was a great one. When I got to a part of the presentation that requires I ask them the question “how many of them are on social networking sites like Facebook, LinkedIn and Twitter as well as how to develop right skill in appropriating online social networking sites to their own advantage”, I was shocked to note that many of them say there is no time and it could be a distraction to life.

Not being in the social media cloud today (especially the three that hold the preeminence among them) is tantamount to going the way of losing brand’s relevance, visibility as well as recognition. It does not also make personal/corporate brand memorable. Neither can any brand gains top of the mind status anymore without involvement. It is that bad. With heavy money, the brand may feature in local environment but not any more in the global realm.  Out of sight is becoming out of mind gradually.

Not being in the cloud makes your brand to miss out in the 24/7 conversation.  This may harm or make your brand. I read a statistics that really blew up my mind in this regard. I was informed that social media clouds now are the most popular after the porn sites. Another major point that dawned on me from my researches is that any brand that is not in the cloud now will not be found as people search out for brands( personal, corporate) that they want to engage everyday. When you are not there, you are gone.   You can download /view the presentation slide here

In about two weeks ago, I had the opportunity of anchoring a reunion meeting for my Alma matter where I did my undergraduate studies. As the custom is, during most reunion meetings, each person has opportunity to introduce him/herself to the group. The first thing that dawn on me was that many still do not still have a sellable personal elevator speech in this age and time. Personal selling speech is ‘insanely’ important today because it tells people at a glance who you are.

May be one day we will focus on that here. Most people that I listened to confused this great personal marketing tool with what their job titles are and  what their companies are offering.

Personally, though I learnt a great  lesson that day as a professional. Because I assumed this gathering brings together graduates who have left college for years and most of whom are gainfully employed, I played the expert game when it came to my turn to introduce myself.

Ideally on a good day, my elevator speech runs like this: I am Yinka Olaito. I help individuals, organizations to maximize values in their brands/ideas through adequate positioning of their brands to the target audience that can pay premium. My competitive advantage is in developing engaging strategy that turns customers to advocates .I am a multi-skilled individual who combines passion with right skills to make my unique difference. If there is time, I now add those skills I use that you can find here.

With the assumption that I am talking to learned persons that they are, I just used my usual byline above. The chorus of: ha ha, ha ha, caught my attention and I was wondering what I did wrong. The truth I learnt was that, while using your elevator speech, look around at your audience and break it down to their levels incase you may be sounding too big to the people you want to sell yourself to. I learnt that day to look around and see whether I need to simplify my elevator speech based on the environment. I immediately coined a simpler one for audience that may find the above too big to comprehend. So here is what I came out with: I am yinka olaito, I help individuals, organizations create, find opportunities that give them vantage position .Do you agree with me, can you share your own experience in this regard?

Brand identity are distingushable characteristics that are consistent, enduring and predictable messages and perception. Brand identity is important because everything is judged by its appearance. What is not seen counts for nothing. Brand must never allows itself to get lost in the crowd, because it will be buried in oblivion.

Brand identity must be packaged in a way that makes the brand  stand out. All the visual perception of brand identity must obey the law of unity. The colour must agree with what the pay off is all about.This is also same for the  logo, symbols, text/typerfaces. Brand identity must make the brand a magnet of attention by being colourful without necessarily being loud. Brand identity goal(s) is to increase brand’s memorability and uniqueness. I personally encourage that the house colour should not exceed two. In fact one is better.

Colour and symbol must also be chosen with highest regards to what the brand’s environment believe system is. For example a popular electronic has used the image of a monster that