TBWA advises small firms on branding
Advertising conglomerate, TBWA Concept, has advised operators in the Small and Medium Enterprise sector to adopt branding if they aim to grow their businesses.
The Managing Director, TBWA Concept, Mr. Kelechi Nwosu, gave this advice during an SME breakfast hosted by the firm.
He advised the SMEs to endeavour to carve niches for themselves, adding that they should be branded distinctly as it would urge consumers to go for their products.
Nwosu said, “My mission is brand evangelism. It is about how the SMEs will use branding to advance their growth. It is about capturing the market through brand loyalty.”
According to him, 96 per cent of companies in Nigeria are the SMEs and they contributed 48 per cent of the country’s Gross Domestic Product.
The expert said, “Brand is a bundle of benefits to the owner. Purpose, proposition, personality and positioning are required in branding. A brand is the memory, the story and the experience a consumer has with you.
“When people experience your brand, they come up with the preposition that your brand is different. Apple is a success because of its exceptionality in branding.”
Earlier in his welcome address, Business Director, TBWA, Osibo Imhoitsike, had stated that the company provided marketing network for global products, adding that teaching the SMEs to drive growth through branding, marketing and social media networks was part of its obligations.
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