Expert canvases strategic branding for SMEs


By Ayobami Adedinni

A fellow of the Institute of Brand Management of Nigeria and Lead Consultant / CEO of CedarTribe Limited, an Integrated Marketing Communications outfit based in Lagos, Mr. Seye Olurotimi has advised owners of Small and Medium Enterprises in Nigeria to adopt Strategic Branding in order to take their businesses to the next level.

He said this while delivering a paper entitled “Entrepreneurs and Branding ‘at the Innovation Driven Entrepreneurship Academy (IDEA) Summit held recently in Lagos.

According to Olurotimi, SME owners should do away with the notion that branding is for big and established organisations and that it is expensive. It should rather be seen as an integral part of every business regardless of the size.

”Branding is the process of creating a unique image, identity, feeling and experience in the mind and eyes of consumers and prospects;It is about creating a distinct personality for your product or service to separate it from the packs. Branding is important to every business whether big, medium, small, micro, retail (B2C) or B2B” He explained.

He also urged entrepreneurs to be strategic by defining objectives from the beginning and to allow those objectives to guide the branding process; Branding should not be done anyhow according to him. It is always better for Brand owners to Get it right from the scratch by starting from product development stage

Other speakers at the summit included Mr. Ituah Ighodalo, Managing Partner of SIAO,  Jeanine Bowel, Managing Director, Eurocare Multi Specialist Hospital, MrBamideleAkinola, Managing Director, DN Meyer Plc, MrOluyemi Johnson, CEO/President, BVS Consulting, Dr. Charles Onwuzuluigbo, MD/CEO, Oceanic Health Management Limited and Mrs Joy Ofili – Yebovi, MD /Creative Director, Simplinteriors.

The summit convener and organizer, Mr. Mfon Joseph says the summit with the theme “The role of Entrepreneurship in Economic Empowerment and National Development’ is meant to be a platform for entrepreneurs to learn more about what they need to take their businesses to greater heights.

‘The wide array of experts the summit parades already shows you that we are paying great attention to equip entrepreneurs so they can fare well in the market place and remain in business for a long time” Joseph said.