lesser thrill unless you were invested in the lesser performing cars.
I even heard one spectator exclaim,’ I can even drive faster than that guy”, which is typical hubris of any one in the fan category. A brand had been created and where in the first show spectators were scrumming for space, the area was now easy and free.
When all was over and it was downtime for all, when the big players had all cleared, I looked at the field again where all the magic had happened. The vast Kasarani flats now stole the show. I realized how city planning is important in standardizing the construction industry for such great moments for brand Kenya. The field was now void of any security and the magic capturing helicopter had long vanished. Two little boys were running wildly across those lanes, and one felt the need to pee like he does any other day as he leaves school.
A field so full of life and protected to the hilt had now turned into an ordinary field where you could even throw a stone just for fun. Vendor vehicles were even picking their materials with no qualms. A Prado with some random people even did a lap with some people on top devoid of any safety caution a few minutes after the greatest safety teams had disembarked, a total irony of what life is all about. A field that had the full worlds glare was now acres of land where young lads could play their football without the drama of rich folk and their big games.
This got me thinking about a brand’ s value and how we quantify and allocate this value. When you pitch for sponsorship, you’ ll always hear a marketing manager asking,“ What is your reach, what is your target audience?”. This set me thinking. What is the conversion rate and are we so drawn to one off events without really adding value to the brands we represent? But the greatest learning was how one late morning, Kasarani becomes a point of focus and just as suddenly as it rose to fame, in a few hours it’ s downgraded back to a normal routine. The big brands pluck out their value and the highend merchandise is diluted sharply by hawkers who access the VIP site and start hawking their own brands, well made for the occasion at hand. Those left behind can now buy their merchandise at three and half dollars and compete with those who wore the real brand made for the competition.
Your personal brand value is dictated by who you know and the illusion of what you bring to the table. I remembered during the‘ Shakedown’, when the CS arrived at the Sleeping Moran venue, a rather quiet event is suddenly hyped with activity because the show is now about the big Government officer. The value of where you spectate defines where your brand value is placed as you dream of being in the main arena at the right seat.
Tell your story so that others do not define your brand from the prism of their illusions, myopia or socialization. To the world, you are many things but how do you perceive yourself? At what age do you decide that the world limits you with their understanding of your achievements? When will you be the one allocating and not being allocated a brand tag? You are the brand you create and not the one created for you. You have to learn how to defend your brand once you disassociate with your current brand. Sometimes brands make you to their own advantage. They know you have a value that they do not want to pay for so they package you to fit their needs.
My take. Take some time for yourself and define your personal brand. How do you visualize it? What is your unique value proposition and who do you want to associate with? What do you want to be known for and are you consistent in what you do to claim that brand? How will you tell your story and on what platforms? How do you invest in yourself to avoid being monotonous and out of touch? How will you breathe if everything was taken away from you and you have to exhale and define your brand? Be authentic and think through this, today.
Pauline Warui is the Founder of East Africa Customer Care Centre. You can commune with her on this or related matters via email at: PWarui69 @ gmail. com.