Sony Pixel Power calrec Sony

The future of branding is personal

16/07/2018

A public lecture at UCT Graduate School of Business with Dr Talaya Waller and Solly Moeng

-- --

Facebook

Twitter

Google

Pinterest

SCREEN AFRICA EXCLUSIVE: Did you know that the average employee has 10 times more followers on social media than the average company? Technology has disrupted brand advertising and companies need to realise that the personal brand of an individual is as important as the company brand that individual represents.

At a UCT Graduate School of Business public lecture in Cape Town recently, Dr Talaya Waller, a personal branding specialist based in Washington, USA, and Solly Moeng, one of South Africa's leading reputational management practitioners, spoke about managing personal and corporate brands in the wake of global and local business scandals.

-- --

Dr Waller, the CEO of Waller & Company, also pointed out that 92 per cent of consumers trust a recommendation from an individual when they get a personal recommendation, over brand advertising: Marketing shifted from a functional value to an emotional value in the 50s, when companies sought to add value to their goods above those of their competitors.

Today a brand is no longer built in a silo. Today your brand is managed by consumers, the people in your company. And those employees are your company culture. The future of branding is personal.

So how much do you spend on branding your company, versus how much you spend on keeping your employees as happy brand ambassadors?

WHAT CONSUMERS LOOK FOR IN A CEO

Dr Waller pointed out that a good CEO can attract people to the company, attract investors, bolster brand image. People don't expect you to be perfect, but if you lie or manipulate the truth, people lose respect in you. Perception is reality. Personal reputation can cause damage to the company.

Every organisation has to invest in the people in that organisation if they want to grow their brand. Consumers don't really trust CEOs anymore. They trust employees and they trust the experts, Dr Waller emphasised.

Experts believe that the average millennial will have 10 - 15 jobs in their lifetime, given the speed of change and the fact that people are expected to live longer and be more active longer.

You can't brand yourself according to your job title. You always need room for traits like experience, good work ethic and reliability. But we must all try to be our authentic selves. We need to differentiate ourselves, whether it is as a product, service or person.

If you are trying to be a leader, stand out, be noticed, be different. Dr Waller also emphasised how important it was for organisations to be diverse, to represent internally, the external audience they were talking to.

Moeng, MD, DonValley Reputation Managers, also reminded the audience that leaders need to empower employees to speak.

Brand identity is what you want to be known for; and brand image is what you are known for. Every brand struggles with that gap. Always make an effort and do your brand health check in your market and internally. You need to interrogate whether your message is being received as you want it to be.

EMBRACE AUTHENTICITY

In order to grow your business, you need to put yourself out there as a brand: teach, lead, be authentic, embrace your authenticity, be empowering, fearless. It is not about being perfect. It is about accepting all those things you are, Dr Waller reiterated.

Your tribe is out there. They are just waiting for you. Your time is now.

In a marketplace where your job may become obsolete and you will have to reinvent yourself, possibly more than once in the job market, it comes down to being as human as possible in your banding efforts.

It sounds clich , but you will be surprised at how often in your day when you are truly trying to connect to another human being, that you have to be vulnerable. People want to get to know you. You have to talk about the things people don't want to talk about. People are going through the same things. That is why we have to bring it into the organisation. That is the future, Dr Waller explained.

Dr Waller impressed on the audience that personal branding was a destination, not a journey, that had to be managed. In this age of social media, people will come out with the truth anyway. Tell your story first.

WHY BRAND LEADERSHIP IS IMPORTANT

Moeng said there was a time when we used to speak about South Africa being exceptional . That time is gone, he said.

Brand leadership is very important. Whether you are head of a family, a corporation or a country, you have to have values. Be consistent. You can't change your values from one country to the next, wherever you are doing business

At the dawn of our democracy, we came up with a new set of values enshrined in our constitution and a Bill of Rights. This was the country we were going to be. But we have failed over the last 10 years. South Africa failed its own values.

Moeng stressed that sometimes, leadership can be a lonely place. But he emphasised that South Africans should demand the truth from their leaders, political and business.

Communications and reputation management was, however, routinely underestimated in companies, only prioritised when a problem arises. Reputational managers are not like the fire brigade. They need to sit where the decisions are made in the company.

Ford Kuga failed. For almost two years they said almost nothing. They listened to the insurers (never accept responsibility); and they listened to the lawyers (no comment). And that is what Ford Kuga did for two years, despite the conversations on social media.

Sometimes you don't have to win in court; you need to win in the heart. Maybe Ford had no one to say to them: Come on guys, call the family'. Brands need to reach out.

The problem was often that brands were removed f
LINK: http://www.screenafrica.com/2018/07/14/tv-radio/business-tv-radio/the-...
See more stories from screenafrica

Africa Stories

28/03/2024

Tonight on House of Zwide: Zanele informs Zola of her pregnancy

Tonight on House of Zwide: Zanele informs Zola of her pregnancyDon't miss Thursday, 28 March's riveting episode of South African soapie House of Zwide o...

28/03/2024

Tonight on Umkhokha: MaMzobe outsmarts Gabisile but Difa's suspicion rises

Tonight on Umkhokha: MaMzobe outsmarts Gabisile but Difa's suspicion risesDon't miss Thursday, 28 March's riveting episode of South African soapie U...

28/03/2024

Tonight on Uzalo: Mbatha wins Linda Sibiya over

Tonight on Uzalo: Mbatha wins Linda Sibiya overDon't miss Wednesday, 27 March's riveting episode of South African soapie Uzalo on SABC 1 on DStv channel...

28/03/2024

Generations: The Legacy - Wednesday's episode, 27 March 2024 [VIDEO]

Generations: The Legacy - Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The S...

28/03/2024

Prison Journalism: Witness the Cycle from the Streets

Prison Journalism: Witness the Cycle from the StreetsWesley Leong was incarcerated at the age of 15 in 1996 at Pollsmoor Prison. He is currently part of Restore...

28/03/2024

Prison Journalism: Inmate pre-release and release processes

Prison Journalism: Inmate pre-release and release processesDean Mashimbwe, a Zimbabwean migrant residing in Cape Town, was incarcerated at Pollsmoor Correctiona...

28/03/2024

Streaming today: When You Finish Saving The World' on Netflix - 28 March 2024

Streaming today: When You Finish Saving The World' on Netflix - 28 March 20...

28/03/2024

Prison Journalism: The Story of Paulus

Prison Journalism: The Story of PaulusDavid van Nek was incarcerated in Pollsmoor Prison from 2013 until 2015 and participated in the restorative justice progra...

28/03/2024

Prison Journalism: Inside and Outside

Prison Journalism: Inside and OutsideFawaaz Adendorff was incarcerated in Pollsmoor Correctional Centre and participated in a Restorative Justice programme whil...

28/03/2024

Tonight on Muvhango: Imani escapes Khumo's hellhole

Tonight on Muvhango: Imani escapes Khumo's hellholeDon't miss Thursday, 28 March's riveting episode of South African soapie Muvhango on SABC 2 on DS...

28/03/2024

Tonight on Generations: Kea can sense her brother is hiding something

Tonight on Generations: Kea can sense her brother is hiding somethingDon't miss Thursday, 28 March's riveting episode of South African soapie Generation...

28/03/2024

Tonight on Smoke and Mirrors: Magolide and Tiny compete against each other

Tonight on Smoke and Mirrors: Magolide and Tiny compete against each otherDon't miss Thursday, 28 March's riveting episode of South African soapie Smoke...

28/03/2024

Tonight on Champions: Washington's struggle takes an unexpected turn

Tonight on Champions: Washington's struggle takes an unexpected turnDon't miss Thursday, 28 March's riveting episode of South African soapie Champio...

28/03/2024

Tonight on Scandal: Tibi's meltdown softens a teacher

Tonight on Scandal: Tibi's meltdown softens a teacherDon't miss Thursday, 28 March's riveting episode of South African soapie Scandal! on e.tv on DS...

28/03/2024

Tonight on Gqeberha: Lulama tells Thulani that she's pregnant with his child

Tonight on Gqeberha: Lulama tells Thulani that she's pregnant with his childDon't miss Thursday, 28 March's riveting episode of South African soapie...

28/03/2024

Tonight on My Brother's Keeper: Ndumiso has the wrong end of the stick

Tonight on My Brother's Keeper: Ndumiso has the wrong end of the stickDon't miss Thursday, 28 March's riveting episode of South African soapie My Br...

28/03/2024

Tonight on Skeem Saam: Lehasa doubles down on his ill-treatment of Pretty

Tonight on Skeem Saam: Lehasa doubles down on his ill-treatment of PrettyDon't miss Thursday, 28 March's riveting episode of South African soapie Skeem ...

28/03/2024

Smoke and Mirrors: Wednesday's episode, 27 March 2024 [VIDEO]

Smoke and Mirrors: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South Af...

28/03/2024

Muvhango: Wednesday's episode, 27 March 2024 [VIDEO]

Muvhango: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South African web...

28/03/2024

Gqeberha: The Empire - Wednesday's episode, 27 March 2024 [VIDEO]

Gqeberha: The Empire - Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The Sout...

28/03/2024

Skeem Saam: Wednesday's episode, 27 March 2024 [VIDEO]

Skeem Saam: Wednesday's episode, 27 March 2024 [VIDEO]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African ...

28/03/2024

House of Zwide: Wednesday's episode, 27 March 2024 [VIDEO]

House of Zwide: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episode of South African soapie House of Zwide on The South Africa...

28/03/2024

My Brother's Keeper: Wednesday's episode, 27 March 2024 [VIDEO]

My Brother's Keeper: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The So...

28/03/2024

Uzalo: Wednesday's episode, 27 March 2024 [video]

Uzalo: Wednesday's episode, 27 March 2024 [video]Stay up to date with the latest episodes of your favourite South African soapie on The South African websit...

28/03/2024

Scandal!: Wednesday's episode, 27 March 2024 [VIDEO]

Scandal!: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South African web...

28/03/2024

Umkhokha: The Curse - Wednesday's episode, 27 March 2024 [VIDEO]

Umkhokha: The Curse - Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South...

27/03/2024

Tonight on Generations: Hlomla is shaken that he came face to face with the stalker

Tonight on Generations: Hlomla is shaken that he came face to face with the stal...

27/03/2024

Tonight on Smoke and Mirrors: Tiny and Magolide plot to get the Managerial position

Tonight on Smoke and Mirrors: Tiny and Magolide plot to get the Managerial posit...

27/03/2024

Tonight on Skeem Saam: Oritonda gets to shine and it all seems to be going well for him

Tonight on Skeem Saam: Oritonda gets to shine and it all seems to be going well ...

27/03/2024

Tonight on Muvhango: Khumo, who is out on bail, tortures Imani

Tonight on Muvhango: Khumo, who is out on bail, tortures ImaniDon't miss Wednesday, 27 March's riveting episode of South African soapie Muvhango on SABC...

27/03/2024

Scandal!: Tuesday's episode, 26 March 2024 [VIDEO]

Scandal!: Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South African websi...

27/03/2024

House of Zwide: Tuesday's episode, 26 March 2024 [VIDEO]

House of Zwide: Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episode of South African soapie House of Zwide on The South African ...

27/03/2024

Generations: The Legacy - Tuesday's episode, 26 March 2024 [VIDEO]

Generations: The Legacy - Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The Sou...

27/03/2024

Streaming today: The Believers' on Netflix - 27 March 2024

Streaming today: The Believers' on Netflix - 27 March 2024Looking for something to watch tonight? Check out all the new streaming releases from all your fa...

27/03/2024

Tonight on Uzalo: Mondli thinks he may have an idea who robbed the police station

Tonight on Uzalo: Mondli thinks he may have an idea who robbed the police statio...

27/03/2024

Tonight on House of Zwide: Faith leaves Funani due to unappreciated support, despite Funani's pleas

Tonight on House of Zwide: Faith leaves Funani due to unappreciated support, des...

27/03/2024

Tonight on Umkhokha: MaMzobe tries to threaten Gabisile to not tell

Tonight on Umkhokha: MaMzobe tries to threaten Gabisile to not tellDon't miss Wednesday, 27 March's riveting episode of South African soapie Umkhokha: T...

27/03/2024

Tonight on My Brother's Keeper: Ndumiso threatens to move out of home over his parent's disrespect of his wife

Tonight on My Brother's Keeper: Ndumiso threatens to move out of home over h...

27/03/2024

Tonight on Gqeberha: Stokkie makes a major move for his future

Tonight on Gqeberha: Stokkie makes a major move for his futureDon't miss Wednesday, 27 March's riveting episode of South African soapie Gqeberha: The Em...

27/03/2024

Tonight on Scandal: A young girl brings a dark cloud into her family's home

Tonight on Scandal: A young girl brings a dark cloud into her family's homeDon't miss Wednesday, 27 March's riveting episode of South African soapie...

27/03/2024

Tonight on Champions: Lebo gets career-changing news, but Ferrari looms large

Tonight on Champions: Lebo gets career-changing news, but Ferrari looms largeDon't miss Wednesday, 27 March's riveting episode of South African soapie C...

27/03/2024

Gqeberha: The Empire - Tuesday's episode, 26 March 2024 [VIDEO]

Gqeberha: The Empire - Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South ...

27/03/2024

Muvhango: Tuesday's episode, 26 March 2024 [VIDEO]

Muvhango: Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South African websi...

27/03/2024

Smoke and Mirrors: Tuesday's episode, 26 March 2024 [VIDEO]

Smoke and Mirrors: Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South Afri...

27/03/2024

Uzalo: Tuesday's episode, 26 March 2024 [video]

Uzalo: Tuesday's episode, 26 March 2024 [video]Stay up to date with the latest episodes of your favourite South African soapie on The South African website....

27/03/2024

My Brother's Keeper: Tuesday's episode, 26 March 2024 [VIDEO]

My Brother's Keeper: Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The Sout...

27/03/2024

Skeem Saam: Tuesday's episode, 26 March 2024 [VIDEO]

Skeem Saam: Tuesday's episode, 26 March 2024 [VIDEO]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African so...

26/03/2024

Tonight on Uzalo: The nightmare at the police station continues for the worst

Tonight on Uzalo: The nightmare at the police station continues for the worstDon't miss Tuesday, 26 March's riveting episode of South African soapie Uza...

26/03/2024

Tonight on Gqeberha: Gubevu cautions Sivuyile against becoming like his father

Tonight on Gqeberha: Gubevu cautions Sivuyile against becoming like his fatherDon't miss Tuesday, 26 March's riveting episode of South African soapie Gq...

26/03/2024

Tonight on My Brother's Keeper: Thoba tells Sbu that Didi likes him but begs his cousin

Tonight on My Brother's Keeper: Thoba tells Sbu that Didi likes him but begs...