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Elvis Abuyere, Chief Executive Officer of Skyewise Group, has called on new and existing businesses to embrace ethical and professional branding practices, stressing that this is a vital step in elevating the status of any enterprise.
In an interview with newsmen, Abuyere warned that many businesses have lost customers despite offering good products or services simply because of poor branding.
He emphasized the need for companies to carve out unique identities through creativity and consistency.
“Good branding is not just about logos and colours; it’s about the message you send out and how you want to be perceived. Poor branding can overshadow quality,” he said.
The human capital development expert also encouraged business executives to extend branding to their image. He noted that company founders and CEOs must project integrity and distinctiveness in their appearance and conduct.
“The speed of every organisation is the speed of the founder,. As a leader, your personal brand matters. For instance, I always wear black in official settings, black cap, glasses, and clothing except on Mondays. That consistency has become a personal brand and it has worked for me”, he stated.
Abuyere criticized some businesses for negligence in branding, such as failing to maintain the integrity of their logos. “Letting parts of your logo fall off gives an untidy impression and sends the wrong message,” he said.
Sharing an example from his own business experience, he recalled how his company made a bold move in the automobile sector by building a car showroom to attract high-profile clients, rather than displaying vehicles in open spaces, a common practice in the industry.
“High-profile individuals want to be treated with dignity, and branding plays a huge role in creating that environment. Your business space must be neat and professional. Tattered surroundings are not good branding”, he explained.
He urged businesses to pay closer attention to their overall branding approach, saying that a well-branded organisation not only attracts customers but also earns their trust.
