Strong brands are built on originality, keeping the brand promise consistently, and committing to strategies that will increase visibility and deepen market penetration, says Anthony Osae-Brown, editor of BusinessDay.
While delivering the keynote address at the second edition of the Made-In-Nigeria Entrepreneurship Conference (MINEC), held in Lagos on June 22, Brown said that understanding and meeting market needs, product differentiation and consistency are factors that drive a brand.
“Do not name your brand Guzzi in a bid to look like Gucci. That is not making you original. Even if you are not sued, you have already downgraded your brand to a second hand brand forever,” says Osae-Brown.
The BusinessDay editor told aspiring entrepreneurs and businesses, “Also be sincere and honest with your brand promise. If you promise to do nothing but quality shoes that will last a lifetime, be quick to replace a customer’s shoe that goes bad in six months.
“Another key to having a strong brand is to be visible. In public relations, we say do not blink in the dark or no one will see you.
“Finally, be sure you are offering value. If what you offer is not valuable, people will soon find you out and abandon you. Value is the glue that keeps your customers coming back and spreading the word about your brand,” said Osae-Brown.
MINEC, a forum that seeks to promote the non-oil sector, real sector, Made in Nigeria brands, goods and services, skillsets as well as provide industry based capacity building for SMEs and small industrialists, was well attended by manufacturers producing in Nigeria.
Reuben Onwubiko, MINEC board chairman said the platform is an initiative of a consortium of technical partners with diverse technical skills in the development, establishment and management of small and medium enterprises in Nigeria and across Africa.
“The ability of countries to compete on global markets depends on demonstrating their compliance with quality requirements and trade rules. Setting up a quality infrastructure system is therefore one of the most practical steps that developing nations like Nigeria can take on the path towards a thriving economy” said Onwubiko.
Exports of agricultural products from Nigeria are routinely rejected by European countries on the basis that they are fail to meet quality standards.
Earlier this month, the National Agency for Food and Drug Administration and Control (NAFDAC), said the European Union (EU) rejected 24 exported food products from Nigeria in 2016 for failing to meet standards.
Some of the products are beans, groundnut, palm oil. “The exported palm oil did not scale through the EU’s test because it contained a coloring agent that was carcinogenic,” said Abubakar Jimoh, NAFDAC spokesperson in a statement.
Jimoh further said, “Beans was banned by EU sometime ago but it was illegally exported to European countries. “Beans was initially banned for one year, when EU was not satisfied with our exported beans in terms of quality assurance, it extended the ban by another two years, which expires next year.
Speaking along this theme, Osae-Brown urged the entrepreneurs to be relevant to their market. “Do not go and sell water near Ikogosi spring unless you can colour the water.
“Consistency also matters. Do not make good shoes today and bad shoes tomorrow. If you are a tailor and you promise to deliver your clothes in two weeks, be consistent with your delivery time and the quality of your product.”
Nigerian brands like Dangote, First Bank, GTBank, UBA, Zenith Bank and Access Bank are all gradually gaining global attention as global brands due to consistent value delivery.
Hence Osae-Brown urged the entrepreneurs to market and seek exposure for their brands and demonstrate good leadership.
“The CEO or founder is the ultimate brand maker or killer. The CEO must lead from the front and drive and inspire the brand from the front. He must be the ultimate motivator and brand maker,” Osae-Brown said.
MINEC was launched in 2016 in the south- east region of Nigeria with aim of ensuring that Nigeria brands go “from local to Global”.
