'How to drive governance through effective branding'
Karen Post, an international speaker on branding, has advised Nigerian leaders to adopt the concept of 'branding in governance' as a way of instilling trust and confidence in their subjects. While highlighting the importance of branding in the life of a product, a person and even government, as a unique feature that differentiates one brand from the other, Post said brand building in government helps create loyalty of the people.
Post, who was speaking recently at the Brand Journalists award presentation to Ikedi Ohakim, governor of Imo State, and Dora Akunyili, former minister of information which held in Lagos, said brand building in a country or state can command premium investment and more revenue.
She said that before a brand can grow, it must be anchored on simplicity, creativity, unity and consistency.
Also speaking, one of the awardees, Ohakim, said leadership is incubated in the crucible of vision and tested on the anvil of courage: "Without vision, a leader is reduced to a mere artisan, a bit player incapable of seeing the big picture."
He said a leader must be courageous to effect change, otherwise he becomes redundant. Secondly, a leader must have the courage of his convictions and remain focused, even in the face of abuse and thirdly, "We have shown that intangible products like government programmes can be branded and marketed."
According to him, the award did not come as a product of empty platitudes but is in recognition of concrete actions and achievements under the New Face of Imo, a philosophy of paradigm shift.
Justifying the awards, Neta Nwosu, leader of the Brand Journalists body, said "governance is about value, which is why political officeholders as well as civil servants must change the way things are done from the conventional system, and begin to incorporate visioning and branding which will help achieve far better results."
Nwosu commended Ohakim for his leadership style of bringing branding into government, especially with the 'Clean and Green' initiative which she said has positively changed the face of Imo.
She also extolled Akunyili for the Nigeria rebranding project Chairman of the occasion, Alex Akinyele, commended the journalists for organising the lecture and award presentation, especially for its ability to invite notable brand specialists like Karen Post to speak at the event.
