IMPACT OF PERSONAL BRANDING AND ORGANISATIONAL POSITIONING

It is evident that while individuals seek to showcase their talents and values, organisations pursue growth and development. Both share a common denominator and goal: to create a lasting impact that reflects their values, identities, and purpose. Skills and education are essential for success, but the ability to stand out through branding and positioning is equally critical.

In my experience working with individuals passionate about personal branding and consulting for organisations focused on corporate positioning, I have discovered that those who desire lasting impact must prioritise brand management.

While skills, talents, and education play pivotal roles in achieving success, the significance of standing out through strategic branding cannot be overstated. My understanding of branding was shaped by interactions with remarkable individuals and organisations. As a professional consultant, I have had the privilege of engaging these individuals and organisations that exemplify the art and science of branding. Notable among them are Ambassador[Dr.] Charles O’Tudor of Adstrat BMC , Dele Momodu , Chairman of Ovation Media, Godwin Akpan , Founder and Creative Executive Officer of mascot arthouse , and the remarkable O'tega Ogra, FCIM , Senior Special Assistant on Digital/New Media to the President of Nigeria. Each has left an indelible mark on my understanding of branding and its transformative power.

The Influencers Behind My Branding Journey

Among organisations and personalities, I have worked with or admired include Onye Ubanatu , Tunde Kelani (TK) of Mainframe Production, Mr. Wale Dosunmu of, EVERY NATION BIBLE SCHOOL UK , Babcock University, Ilishan-Remo, Nigeria , Babcock Consulting now Babcock Centre for Executive Development - BCED, Execution Edge Limited UK, BROOT Consulting of Olukunle A. Iyanda, Ph.D, FCA. , Aspire Wellbeing London , Abt Global , @JK Liz Concepts of lizzy Jekami (owner of the Gateway Iconic Awards), Lagos Television , CASA Media Nigeria, Orange Academy , Kehinde Alex Bankole of KAB Construction, Grey Consortium, and my alma mater, the University of Northampton (UON), where I conducted an explorative study of the strategic and development communications of UON brand management with a project management approach as a postgraduate dissertation. These engagements have given me invaluable lessons on the importance of personal and organisational branding.

A Pivotal Encounter: Charles O'Tudor: A Branding Maestro

Ambassador[Dr.] Charles O’Tudor is an icon of brand management and personal branding, whose professional dexterity continues to inspire many, including myself. I recall a conversation with him in 2009/2010 at Tornado Place, Lagos, while preparing for an event in the company of Dayo Israel and Michael Stephens ; hosted by Her Excellency Mrs Obioma Liyel-Imoke , wife of the former Governor of Cross River State, His Excellency Senator Liyel Imoke, CON in Calabar.

He eloquently expounded on the strategic significance of the “black” colour as a symbol of dignity, elegance, and power. His “O2ygenated” concept and self-defined signature presented a profound branding that transcended aesthetics to embody identity and values. This encounter left an indelible impression on me, reinforcing the transformative role of personal branding and organisational positioning.

Ambassador[Dr.] Charles O’Tudor 's deliberate use of black as his brand’s visual identity was a bold statement, challenging negative stereotypes and redefining perceptions. Charles also demonstrated the integration of personal branding into organisational positioning. From his office décor to his presentation, every element echoed his brand ethos. The depth of his commitment and the lessons he imparted highlighted the importance of authenticity, differentiation, and consistency in branding. His words, "Brands transcend persona, influence your choice of look, and should impact your organisation," still inspire me to date. These insights have guided my brand practice, shaping my approach to strategic branding for individuals and organisations alike.

Chief Dele Momodu and the Ovation Legacy

Chief Dele Momodu further enhanced my understanding of personal and organisational branding. Hosting my Acapella group, The CHORD on the Ovation Red Christmas Carol, he illustrated the value of consistency in branding. His unwavering commitment to the “OV-branded” cap underscores the importance of consistency and narrative control in building a reputable brand. His dedication to maintaining Ovation International as a premium brand for elegance and societal events was equally inspiring. Chief Dele’s insight into storytelling and strategic branding showed how narratives shape perceptions and foster loyalty.

Onye Ubanatu’s Creative Brand Narrative and Excellence

Onye Ubanatu , the African Creative Entrepreneur, exemplifies the power of personal branding through his distinctive African look, cultural identity, and signature hat. As the producer of The CHORD’s music video “Fami mora” and manager during the Big Brother Naija (BBN) Season 1 opening ceremony. We had the honour of performing a unity song and backup Darey Art Alade singing the old Nigeria National Anthem in Acappella style. Onye’s strategic positioning and creativity showcase the impact of deliberate branding choices by using African motifs and personal style. His focus on authenticity and relevance underscores the significance of personal branding in achieving professional and organisational distinction. Furthermore, his ability to infuse cultural significance into his brand is a testament to the value of differentiation and genuineness.

O'tega Ogra, FCIM , the Senior Special Assistant on Digital/New Media to the President of Nigeria, whose work in digital and new media resonates profoundly and embodies the fusion of innovation and branding, referencing the excellence and consistency of Onye Ubanatu . It is safe to say that O'tega Ogra, FCIM ’s strategic approach to digital storytelling and media further positioning equally highlights the evolving nature of branding in the digital age, underscoring its relevance and adaptability.

Key Values of Personal Branding and Organisational Positioning

From my experiences and engagements with these remarkable individuals and others, I have distilled five key values of personal branding and organisational positioning:

1. Authenticity: Genuine representation of values and vision builds trust and long-term credibility. As seen in Ambassador[Dr.] Charles O’Tudor ’s black-themed brand, authenticity fosters connections and reinforces identity.
2. Consistency: Unified messaging and representation across platforms ensure brand recall and loyalty. Chief Dele Momodu ’s steadfast use of the ‘OV’ identity exemplifies the power of consistent branding.
3. Differentiation: Standing out through unique value propositions drives success. Onye Ubanatu ’s cultural branding and creative positioning illustrate the importance of carving a niche.
4. Relevance: Adapting to industry trends and audience preferences keeps brands meaningful and engaging. O'tega Ogra, FCIM ’s digital media strategies reflect the need for relevance in branding.
5. Impact Delivering value to stakeholders enhances relationships and opportunities. Whether through personal connections or organisational contributions, impactful branding creates lasting impressions.

The Importance of Branding

1. Establishing Identity and Credibility: Personal branding positions individuals as experts, while organisational branding communicates trustworthiness and industry leadership.
2. Building Emotional Connections: Effective branding fosters relationships through shared values and compelling storytelling.
3. Strategic Competitive Advantage: Strong branding ensures visibility and sets individuals and organisations apart in competitive markets.
4. Driving Influence and Thought Leadership: Branding establishes authority, enabling individuals and organisations to shape industry trends.
5. Facilitating Growth and Opportunities: Personal branding unlocks career advancements, while organisational positioning attracts investors and sustains growth.

Final Reflections:

From Ambassador[Dr.] Charles O’Tudor ’s black-themed brand philosophy to Chief Dele Momodu ’s OVation legacy and cultural distinctiveness, the lessons are clear: authenticity, consistency, differentiation, relevance, and impact are the cornerstones of successful branding. Brand management, personal branding, and organisational positioning are not merely tools for visibility; they are strategic imperatives for lasting impact, a commitment to excellence, and enduring relevance.?Embracing the stated principles, individuals and organisations can craft narratives that resonate, inspire, and endure, ensuring their legacies stand the test of time.

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