2 September 2014 1 Comment

How to create valuable visibility and strong thought leadership

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

Brand visibility, thought leadership. Communication startegy, engagement startegyWe live in the age of of ‘relevancy qoutient’. The value your brand commands is determined by the level of relevance you can build with others.  It is the ability of a brand to stand out because of the useful and valuable impact it has been able to create through strong engagement building with the target.

Being relevant today is hard work. There are too much information flow out there   that can clog your brand’s memory in the mind of your target audience. Out of sight is now out of mind. It takes a deliberate and planned effort, strategy to remain visible and relevant. In today’s world, there Is a whole lot of difference between relevance and visibility.

It is possible to be seen, visible. It is another ball game to be relevant. Being relevant means you occupy a top level position in the minds of the target. To be visible may mean you are one of the options. While to be relevant is to be the go to brand and the target’s solution provider. It means you are a top priority brand that will be patronized.

Being relevant is about the value you create and give. It is the icing on the cake in the n marketing ocean. It is what you have which cannot be refused. It is ability to go the extra mile. Many brands stop at offering better services or value. This is commendable as many even stop at good. Those who understand  today’ s market will know good is no longer the in – thing.  Going beyond the best is the trade mark of today. There is need to keep helping the customers to get best value after their purchase. Those who are wise now understand it is not out of place to offer value to potentials or those who may need your services tomorrow. Ability to see level ten from level eight will give you opportunity to relate with the ‘have nots’ today.

A Nigerian adage says because the success of today may not be guarantee what tomorrow will be lile  is the  major reason  which propels  the soothsayer  to consult his Oracle every five days. When it comes to brand visibility and thought leadership there are different avenues to walk through. In this piece, we will look at one or two  best routes you can  use. It may not be an easy route but it sure holds a future.

Guestpost/Content sharing:No matter how good your brand is, doing a solo run may not get your brand to where it ought to be on time. Your brand needs to build  close affinity with others. In some cases, you need other people’s platform to make a case for the opportunities you can offer. You do not have to mandatorily  sell on other people’s platform, but you can use their platforms to reach new and valuable potentials. Your association with some great platforms can  even go a long way in building your brand’s ‘believability qoutient’.

When people associate your brand with other great and impactful brand, the  positive aura can radiate on your  brand’s potential . Sharing great and valuable content through guest post, online Television interviews, podcast and webinars can help you reach Millions of other potentials you may not reach with your solo runs. Make connecting and sharing on other people’s platform  a habit. Sometimes this may not offer immediate result but the gain can come  few months or years ahead. Train, hire some professionals to be part of your communication or marketing team who can develop good content sharing strategy with some relevant industry platforms. The result is usually greater than the efforts put in at the long run.

Competition and sponsorship:These two weapons may seem very minute but when properly used, they can deliver great dividends. Human being love competition, especially the male specie. Everyone wants to proof a point with their skills. We love taking challenges up challenges. This is not because we want to cause havoc for others but that is the way we are wired. Competition does not have to be Million Dollars to make effect or to command attention, engagement. It just must be able to propel a desire  from the target audience. Competition with rewards can help your brand gains word of mouth. In competition, many people want to see how they can be part of it or take the advantage of your offers.

Those who check and find out they do not have what it takes often have someone they know that can be part of it. Even when they do not have anyone in mind, some want to help their followers and fans who they may not know personally. This will lead to sharing the information on their on platforms. This is free marketing and exposure you may not be able to pay for. The sharing also help Millions to come in contact with your brand for the first time in some cases. The ripple effect of this can be marginal and long lasting as it may propels some form of ‘likeability’ in some of the new potentials they are helping you to reach.

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