14 January 2013 0 Comments

How to sustain your brand indispensability in 2013

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps 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) and Africa Foundation for Young Media Professionals

Online Brand communication, Brand differentiation, Brand uniqueness, Social mediaWe live in a world that is changing. What is true now may become obsolete in few hours. So we can rightly say nothing is absolutely indispensable. But that is not a reason to become lazy and give up on the issue of brand indispensability. Remember it takes years to be where you are now.

A close observation of what we say also is that the realm of absolute indispensability is with God alone. But we can work out the details of the brands to remain in the cutting-edge. To be an indispensable brands demand a lot of re-tooling, re-sharpening of skills, re-strategizing; a keen eye on the present environment as well as the future. This is essential because what is hot today may be in the ‘ice land’ tomorrow. At that level it may not command much attention like in the old market.

As we progress in year 2013, brand custodians need to switch into a new gear. Speed at which things move today is alarming. We are combining the power of web 3.0 and that of 4.0. At that speed many brands will not be able to catch their breaths. They will need lots of gas to remain alive. Many unknown brands with right framework/mindset will overtake big names. Today let us examine what it will take to keep a brand tempo and to remain indispensable.

Seek inspiration from everything: First inspiration has to do with brainwave, motivation, idea, opinion, muse and insight. Today every brand has opportunity to access wisdom of the crowd through digital media use. We think it is the highest level of stupidity to think you know it all. Inspiration can come from a very ‘seemingly stupid source’. If your brand is too ‘sophisticated’ to use wisdom of the crowd to move ahead, your brand is in grave danger. Yesterday, I dismantled a household tool to clean it up. After the cleaning it was time to put it together, it was taken more time than necessary. I then called my daughter to help out. Not necessarily because I felt she could make much contribution but to help me hold it together while I did the screwing.

Within few seconds she suggested and pointed out way to go. I did not listen but went on for so long trying to figure it out. After much battle I decided to follow my daughter’s advice and had everything together within seconds. The moral, there is an inspirational point in everyone and everything if we are willing to seek it out. Be that brand that seeks inspiration from everything this year.

Be unique: while seeking inspiration, look for ways to be unique in your brand solution. Turn all the gathered inspirations into a unique and differentiated service. Add your own touch into everything. People are bored with commonplace services.

Proof your worth: in addition to the above, personal brander must proof their worth. Since brands must be human, every brand must tap into this and show why they cannot be ignored. Be on the people’s face for good reasons and not for bad.

Personal accountability: Aside from public accountability, this is a vital demand today. Hold yourself (brand) to personal accountability. Draw the line, know your business limit. Live on a disciplined lane not on the fast lane. Recently an online advertiser contacted us on behalf of its client (Adult entertainment firm) who desired to place advert on this platform. Even though advert is the delight of every blogger but by principle we do not want to use this platform to promote this line of legitimate business. It is time to draw the line because every brand will have several opportunities and the only factor which will determine which to use is the brand’s personal accountability factors.

Keep building strong network: you want to remain indispensable? Continue to build new and strong network. The kind of brand network will help much in this age. Never be tired of building strong network. While you must keep positive ones you have cultivated in the past, work on developing new circles. It will help.

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