Brand visibility is crucial to any business – Oke
Ibidunni Banjoko
Bunmi Oke, Chief Executive Officer and Lead Consultant of Lady Bird Limited, has stressed the need for brands to be strategically visible. Brand visibility, she noted, is crucial for any business to establish its value proposition in the marketplace.
Speaking on the topic during a recent virtual workshop, she said that every brand, be it personal, corporate, product, service or country brand all needs visibility.
The agency boss stated that despite the marketing channel or route a brand chooses to take, which includes radio commercial, TV commercial, print, Out-of-Home, online etc, what matters is visibility.
“Advertising needs to reach the target audience who are willing to pay for the product and services. Advertising agencies must know the clients that are willing to pay and those that are not willing to pay but you don’t rule out those that are not paying now because they can be future customer.
“Advertising should be presented in a creative and memorable way so that the brands can benefit.
“Marketing refers to the process of an organisation engaging its target audience and building strong relationships to create value in order to capture value in return; to ensure that you have good patronage, good understanding and to build brand profile.”
She continued: “Marketing is one of the primary components of a business, especially business management. No brand should wait until the competitor takes the business before you realize the importance of market visibility.”
She explained that marketing helps deliver stand-alone value to products and consumers through content, put quality messages that help brand visibility and help create the kind of value marketers intend to generate.
She advised brand owners to examine themselves at every aspect of marketing, how visible their brand is and also to ensure their message is clear, credible, consistent and competitive.
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