BRAND LEADERSHIP
How To Achieve
And Maintain Brand
Leadership
By Janet Sudi-Maina
T
he infestation of locusts in Kenya
is continuing to wreak havoc
through massive destruction,
hopelessness and a possible economic
meltdown. Agriculture continues to be
one of Kenya’s economic mainstay with
Kenya’s black tea continuing to put the
country on the map for its quality and
delectable taste. Agriculture being the
primary income earner for a majority of
Kenyans across the 47 counties, it is only
obvious that food security is one of the
key ambitions under the government’s big
4 agenda.
That the desert locusts devour without
deterrence any vegetative matter is not a
novel issue to our county’s well studied
agricultural economists. We are a country
blessed with brains churning millions
of graduates every turn of the year. Is
knowledge any more powerful if it doesn’t
translate to actionable solutions? I believe
the ministry of agriculture should have
seen this coming, as the swarm of locusts
were crossing the border from Yemen
to Somalia. Seeing the big picture and
making concrete plans is one of the ways
of mitigating potential challenges.
Brands, like the farmers, can be caught
up unexpectedly. Careful calculation as
you navigate crisis can be the lifeblood
for your business. Brands are often faced
with a crisis and worse off they even
close shop as a result of failing to plan
ahead. Who would have imagined that
Nakumatt, a brand that took the retail
space by storm would be on its deathbed?
It had good positioning by always being
an early adopter as an anchor tenant in
the burgeoning mall craze over the recent
years. This would often be a magnet for
other brands to set up shop.
Outlet after another Nakumatt was
brought to its knees. Other global brands
like Kodak have had the same sad history.
Failure to plan and being fixated on the
successes of yore can be a catalyst for
failure. Operating with an attitude that
the best of innovations are yet to be un-
earthed in your company, is a sure-fire
path to success. Despite the pomp and
grandeur that comes with receiving tons
of medals in your industry awards, a
successful brand ought not to be blinded
into referencing the past. Success indeed
can sometimes be a catalyst for failure.
If you could well dissect the havoc
wreaked by these swarm of locusts in
the country, you would wonder why the
responsible officials did not plan ahead
at the knowledge of their existence. To
know and not to do is really not to know,
Operating with an attitude that the best
of innovations are yet to be un-earthed is a
sure-fire path to success. Despite pomp and
grandeur that comes with receiving tons of
medals in your industry awards, a successful
brand ought not to be blinded into referenc-
ing the past. Success indeed can sometimes
be a catalyst for failure.
16
MAL34/20 ISSUE
as aptly said by Dr. Stephen Covey. They
had the luxury of time to collaborate with
neighboring countries and have a cause
of action at their disposal waiting to
spring into action.As an organization, do
you have a crisis plan? Stop being aloof
and wake up to the reality of disaster
preparedness. Your brand can be tarnished
by a customer or a partner. This can be the
first step to your business going downhill.
A crisis plan can anchor your path and
reduce damage. It is imperative to have
key messages for your CEO to take should
there be a flurry of complains and gusts of
emotions decrying of your poor service or
product.
You might be mulling over this and you
desire to have a proper plan in this new
decade. Planning helps you anticipate
problems and cope with them by following
through organized crisis plans; It helps
you see the big picture and your brand will
not easily compromise to the waves and
craze of the impressionist market.
Planning helps you continue on a
consistent trajectory even as accolades
flow in which at times might shift your
focus. It helps you stay ahead of the curve
by innovating and being creative. Planning
facilitates disruption. It helps brands to
remain focused on seeing the big picture
thus exploring possibilities.
Janet is a Communications
Consultant and Lead Brand
Strategist at LCC Africa, a
boutique PR firm that offers 360
degrees Communications Services.
You can commune with her via
mail on [email protected].