Still on the benefits of a strong corporate identity.

Unity

Corporations exist to meet particular needs.  A set of vision, mission statements, colour, logo among other key components that comprise of the corporate identity package; enable a corporation to live up to the their promise.

When corporations begin, they make a promise. Immediately or with time, they then fulfill this promise. Corporate identity brings that unity between what customers see and what they actually get. A strong corporate identity, makes this a reality.

Confidence in the financial dimension

Money is what fuels corporations.  Other corporations, money is the sole reason they are in business.

Money comes in different ways. From angel investors, savings, loans from banks among others. Throughout time it has been noted that people are ready to put their money in the known. Calculated risk, so to speak.

A strong corporate identity, gives the corporation confidence. An indication that they have nothing to hide. It is believed that a corporation that is loud in regard to making itself known-logos everywhere, colours, slogans-is trustworthy. This goes an extra mile to win confidence from all stakeholders willing and ready to do business.

For a moment imagine, a corporation launching its Initial Public Offer (IPO) with a weak corporate identity? The IPO will be nothing short of a disaster. Why? Failure to win the confidence of the stakeholders. Nobody will buy the shares.

I recall when Safaricom launched its IPO, it was the Kenyan bubble. Many saw richness beckoning. People took out loans and invested in shares. Regardless of how the whole shebang turned out; it’s the frenzy that I would like you to take note off. After years of using Safaricom services-communicating-which at the time was much cheaper than Celtel; Safaricom had won the hearts of the masses. So when they said, ‘Guys, look. We are making money and we would like to make some for you.’ People dug in, with the biggest spoons. That is a great case of a strong corporate identity at play. Confidence.

This is perhaps why Safaricom continues to be the biggest telecommunication service provider in Kenya.

Expressing values

At the outset, before a Graphics Designer is asked to craft a work of art in the name of a logo, a brief is usually provided. This is a document that highlights what the end product-logo-should be like. How it should feel. Spell out. Represent. Some go the extra mile of suggesting iconic representations. If you haven’t been in the habit of supplying a brief please do. It helps capture the feel of the corporation.

Once crafted, the corporate identity communicates the values of the corporation. Say, Kempinski (the famous valentine special hotel-with a suite that was going for Kshs. 2.4 million a night, remember?) their logo and any other corporate identity material should depict a high-end hotel. An exclusive ultra-modern hotel. I bet, if you see this great structure in Westlands you will agree that it’s worth the Kshs. 2.4 million or not.

If a corporation espouses a culture of innovativeness, efficiency, speed…all these will be made manifest through the corporate identity. Way before prospective clients begin to actively interact with the corporation.

Staff motivation

This is a biggie. A motivated employee is a productive employee. As much as money is pertinent in the day-to-day running of corporations, human resources occupies the first tier. It is human resources who through teamwork, make it possible to meet the corporation’s bottom line.

A strong corporate identity; works on its own to create self-esteem for the employees of the company. Before management weighs in with their staff motivation programs-the work is already half done.

I remember as a young high school lad, we were out on a field trip. Our place of destination was Mumias Sugar Company. Yes, the one being strangled by the greedy. The feeling I got from the tour, gave me a yearning that in my heart, I told myself I would love to work there someday.

If I had that strong desire to work for that company, how did those already doing feel?

After coming in and conquering the market, Safaricom is a force to be reckoned with. Ask any youth if they would like to work for Safaricom-Kenya’s blue-chip-Company and they will answer, when do I start. This desire, like a chain reaction sends pulses from the outside to the employees who attach value to their work hence staying motivated.

Support for communications

Communication is imperative. Thus the essence of corporate communications. Marketing, advertisement, meetings, public relations among other communication platforms-a corporations bid to pass a message to its audience is an act of communication.

Whenever a message is dispatched, a logo and colours are embedded in them to not only indicate source of message but also bring with it the feeling attached to the corporation by the public.

This is why in most marketing and or advertising materials emphasis will not only be laid on the message (key) but also the proper use of the corporate identity components.

This adds strength and credibility to the message.

In conclusion, corporate identity should be the first thing an owner should think about, but of course it is preceded by the idea and finances. Once you are ready to roll your sleeves and give the market a taste of what you got, plan your corporate identity well and in advance. Let it simmer. Hire the services of a great corporate communications consultant to help you do it while you focus on taking the business off the ground. I assure you that the effort will pay off when IPO’s come beckoning. Or when a catastrophe hits and you need to convince people you are sorry. Only and only a strong corporate identity will bring you out and better.

Let us get working on that corporate identity, shall we.

Marketing Strategies

What’s in a name? Hope. A second chance...this remains one of Shakespeare’s famous questions of all time. In the world of corporate communications we understand that a name is worth much more. Ask Kenya Airways, Safaricom, Bidco, Apple etc. So, yes, there is so much more in a name!

Albeit, a name in itself is not the end-game. But, accompanied with a vision and mission statement, organizational culture, logos, colour, typefaces, house styles and organizational behaviour (OB); cumulatively, we have the corporate identity.

In our religious pursuit of this corporate identity business, we need to hit the ground running. Because, we know that a corporate identity will either make or break a corporation. And since we want to be successful on this endeavour, we will indeed hit the ground running.

With this in mind, it is key to work on a strong corporate identity from the outset. Anything worth doing is worth doing well, right? Well, it depends. Although this statement leaves no room for error, personally I believe in making mistakes, not intentionally though. Over the years, mistakes have given me the ability to learn and make improvements. In this case; as much as we try to build a strong corporate identity-allowing ourselves some room to make an error is not such a bad thing.

A strong corporate identity brings along with it 8 benefits. These are;

Recognition;

The market is laden with corporations. This is with the promise of more mushrooming daily. A strong corporate identity makes it possible for your target audience to identify your business. There is no better, joy, than when your target audience knows your name, corporate colours, slogans and advertisements running in the various media.

Recognition is good for business. It better positions the company in the market giving it a better advantage against competitors. We live in times when consumers, want to know who they are dealing with and who they are buying services or products from.

Customer Relations;

Once your target audience has recognised you, a relationship has been established. Depending on the corporations unique selling proposition (USP) the customer will find themselves in business with the corporation. Since, people want to deal with corporations that are known, and you have made the effort to be known-the relationship is further cultivated.

At this point the customers feels comfortable in the known than the unknown. They feel they can trust the corporation, with not only their money but with their needs. And the sure guarantee of having someone to complain to if their needs are not being met.

Product/Service Support;

Corporations exist to provide services or products aimed at meeting the demands of a particular market. Through package design, the corporate identity (logo and name) are embedded in the end product to help push the product and service in the market.

Imagine taking a stroll in a shopping mall; and you stumble upon a two bathing soaps. One branded Geisha and one on a blank package and half the price of Geisha. The tendency to opt for Geisha despite being expensive are high-because you are sure of the corporation providing the product.

In an era, where marketing is taking centre stage-events are sweeping the floor trying to connecting with the masses. Thus making it the best avenue to reach out to loyal customers and target potential customers.

… (More in our next blog post)

By George Odenyo Litunya-Corporate Communications Consultant

Think through your corporate identity

Men are visual beings. This statement is usually thrown around, when fellow men try to corroborate their infidelity. Luckily women have bought into the excuse.  Good for us (laughing). The statement has been said repeatedly that it has become some form of truth. Truth be told, imagery sells. A great visual/image will certainly spark emotions.

The same applies to corporations. Living in a world where people want to see what they are engaged with, corporations around the world are taking the whole corporate identity business seriously. For a moment imagine, the leading corporations in the world: Coca-Cola, McDonalds, AON, Barclays among others, what comes to mind? Their logos, taglines and corporate colours. Together, including other pertinent parts, they form a corporate identity.

In a world laden with information, companies may believe that they are indeed communicating, when in fact, they are not. It’s one big illusion. According to Christensen, it is easy to think that each message and every campaign are taken seriously and received in the ways designed. But such meanings are often malleable, unstable and of only ephemeral interest. This is cause for corporate communications managers to carefully re-examine their positions and ensure that their target audience gets the intended messages.

In regard to the corporate identity business, Africa is not taking it seriously. Kenya, case in point.

Africa is on the rise, has been the ‘it’ phenomenon. Seemingly, the world has narrowed their focus to Africa. This is because of the potential she has. Reports indicate that, start-ups are on the rise in Africa, like never before. In the tech industry, agribusiness, oil and gas (Kenya being the new kid on the block), transport and logistics, media among others. It is a great thing. Where are they? The start-ups, I mean. Where are they?

My reason for asking is, I haven’t witnessed a company launch event in our media outlets this entire time. Are the start-ups starting without letting the audience know? Where are the logos and corporate colours for us to associate with? Jambo pay is doing well in this department. In a move to monopolize the cashless system in Kenya, and their commercials, they make it hard for us not to notice them. The problem our start-ups are facing is a lack of a strong corporate identity.

Due to what every start-up struggles with, limited finances, owners of these business get designers who put together a weak corporate identity, which eventually they are not happy with. Thus the silent launch. This shouldn't be the case. Remember we live in a world saturated with information, assuming that we will communicate our core objective to the public is a lie. Instead, putting together a strong corporate identity, will not only guarantee that your message gets out there, but that it’s heard. Better yet, sought after!

Let’s suppose that you are the owner of a start-up, this is what you need to know about corporate identity.

Firstly according to Emma, corporate identity; refers to the combination of ways in which an organisation’s personality is expressed. Implying that, before the personality of a corporation and in our case any start-up is manifested, certain key parts need to be put in place. Once in place, then people will appreciate a corporation for what it is and does.

Secondly, Emma further states that, identity includes design aspects such as logos, colour, typeface and house style but also embraces less tangible elements such as behaviour, culture, values, mission, communication style and associations (with personalities, charities, political parties or other organisations via donations or sponsorship).

By this time, I believe you should have made the connection why our start-ups are not making launches-a weak corporate identity. Having the logo, doesn't make your corporate identity complete. For it takes quite a lot of aspects to make a corporate identity ready for dispatch!

Weak corporate identities are cheap but expensive. In the sense that, one year down the line, you won’t have made that dent in the corporate communications arena, where the battle for customers begins you will be forced to fold your business. I read in an article that it should take a logo ten years, before considering a change. How long has your logo lasted? Are you considering changing it? If yes, I am sorry to say that, you are a victim of a weak corporate identity.

Nobody starts a business aiming to fail. Circumstances, lead us to throwing in the towel. Such as, poor marketing strategies, lack of a business plan, lack of funds and of course a weak corporate identity. I cannot emphasize this enough.

To improve your chances for longevity, and reduce causes that may drive you to close your business, start by putting together a strong corporate identity.  Take time and with the help of a professional consultant (like myself) and other great ones out there and fashion a corporate identity never seen before. Think through the logo, colour, and typeface and house style. Remember the less tangible elements such as behaviour, culture, values, mission, communication style and associations, when doing this.

Once you have that, we soldier on to make you, formidable in the competitive market. Let me pepper my article with a little Mozambican…A luta continua!

 Indeed times have changed. And so should our way fo doing business. This infographic highlights customer service trends of 2015. Visit  https://plus.google.com/+Providesupport/posts, for more information.

Like this infographic? Get content marketing advice that works from Copyblogger.

‘’Education is the most powerful weapon which you can use to change the world.’’- Nelson Mandela

These are the powerful words of Tata. Our fallen hero. The continents and world’s fallen hero. A man who between anger, revenge, bitterness; chose forgiveness, love and unity. A man who looked at the continent and knew that education is what would change the state we were and are in. Hail Madiba!

Lesson about the sacrifices made by Mandela and the way he championed for education aside.

Why are you here-reading this article? Could it be the title on our mainstream media on 10^th November?

‘Kakamega County ranked the poorest scoring 42.9% of the 47 counties’; in a report released by Devolution Cabinet Secretary Ann Waiguru along with her counterparts.

Could it be because we contribute 4.8% to national poverty with 805,900 of our people living below the poverty line? What a revealing statistic!

Why are you reading this article?

Oh! Because, we have now realized that poverty is our number one enemy. For years our families were not fortunate enough to afford food-speak of boiled beans (omnuye) for supper, breakfast and lunch. Tattered uniforms, exposing the hard, coal like buttocks. Grass thatched huts with part of the roof caving in, letting in rain. Bear feet school going children. After all this time, we just didn’t know we are poor.

Why are you reading this article?

Even as we registered a low voter turnout. With 1,660,651 people and the second most populous county in Kenya, now the poorest, we registered only, 602,950 voters of which over 100,000 did not turn up to vote. We have always asked ourselves where people go when it’s time to register and vote. (Gee) could it be they are too busy working for food-probably after days of starvation?

Why are they selling their votes for 50/- worth? Could it be they are securing that instant gratification-a week’s, month’s meal? I wonder.

Why are you reading this article?

Oh... you are embarrassed at the statistics. I know I am. More of disappointed let alone embarrassed. We have been hung out to dry. Our dirty shorts exposed to the world. Our hopelessness exposed followed by a kick in the teeth. Yes, that is right. We have finally received what we deserve after all this while, haven’t we. Always playing it safe, lack of resolve and initiative.

But provided you are reading this article, I am happy. It is an indication that we are going to win this battle. So, keep reading.

I am happy that you and I are wide awake-thanks to the rude shake from slumber, we have received from the government. More like a kick in the stomach. I would like you to be wide awake for what I will say, will determine the people we become. What is done is done.

Forget the report. Forget the agenda behind the report. Forget what the numbers are saying. Forget the politics circumnavigating the report. Forget it all. Focus on this instead; what next?

We have been undressed in public and depending on our endowments, people will either still want to associate with us or treat us like a plague.

Similar to that girl you are chasing when she sees you naked for the first time unexpectedly. If she looks at you the same way or not at all or with admiration-it depends on your endowments. Are we endowed? Often I have heard that poverty is infectious-lest we spread our condition to other counties. What next?

There are three actions we can take.

One, filled with self-pity, we could lie down and die-words I borrow from my High school principal, Mr. Odera. Declare its game over. Winner counties will take it all-our land and share our allocations of the now 54 billion. But it would take us days to die-if we did it in a manner I have suggested-lying down and dying. Imagine over 1,000,000 people each lying down waiting to die. It would take years. Thus I conclude we strike out this idea. Can I get some yays?

Two, let us shake the leadership tree a bit. Call for mass action, protests and forcefully remove and replace all the current office bearers-government-with performers. It has been done elsewhere, it can be done. It is provided for in the constitution and thus all factors are working for us. Perhaps we need a new governor and senator? Perhaps. A total overhaul of the county government.

But let’s zoom in and analyse these leaders. Members of the County Assemblies (MCA’s) the least is paid, 200,000/- per month. Majority have houses, land and drive. So they are taken care of. Our big wigs-aka county billionaires-are all in the government except a handful. Taking them out could prove a toll order. Given our current state-many will still sell their resolve for 50/- again. This will weaken our forces. Some of us might end up in jail or dead. But who is ready to die knowing that he did so for nothing. I am not.

Let me digress.

In 2007 something had to change. We voted and killed one another, but still, we are, we are… we are. Let the county leadership work-after all it’s our votes that put them there. So, again, let’s strike this one out. An extreme idea, though doable.

Lastly…I am on the last action point bit with nothing to offer you my reader. Are we trapped in this abyss of poverty? Do we have a way out? A rope to climb on to perhaps; aha! We do.

It all comes down to you my reader. You are your own way out of poverty. We are our own way out of poverty.

Mahatma Gandhi said; ‘Be the change that you want to see in the world.’ I know you want so badly to live a better life. To provide for your family, secure their future, their education and lead a rewarding life. And you would like to die at the right time-not to be given a raw deal by death-due to poverty. All these we want, yes?

Then start by changing your mentality. Change your schools of thought. Look at things through a different lens. A lens of hope, responsibility, action and opportunity.

Let me digress a bit more.

In 2008, I went back to high school-Butere Boys-to collect my certificates. I was eager to meet the man who taught me how to be a man. Combining his teachings and that of my dear father-Mr. Litunya, I expected to come out a hybrid. Luckily he was in his office. I stepped in and he paused for a while. ‘Odenyo’ he called me. ‘Yes mwalimu’, I responded. ‘Have a sit. I know you have come to collect your papers…’ We talked for a while. As we almost concluded touching base, he said ‘from now, you are in charge of your life.’ My eyes welled with tears. I remained silent for almost a minute. The silence was loud. I reached out my hand and shook him one last time. I left.

They say that throughout one’s lifetime-expect many turning points. That my reader was my other turning point. I stopped blaming people for my situation. I went out and went all in.

What is my point; before it comes down to leadership and other factors that are not turning our wheels out of poverty, let us do our bit. Learn how money works. Work for money, save that money, learn how to invest that money.  Use your land to get loans, invest in agriculture, reap, seek profitable markets, save and repay your loan. This is how our ability to learn-education, comes in. Let us learn all that there is to know about money, the result will be unfathomable.

There is a way. All you need is a will. Eric Thomas said, ‘When you want to succeed as bad as you want to breathe, then you will be successful.’ Imagine lying on your deathbed and all you needed to live was breathe and if you fail to breathe death awaits. I am sure you would marshal all your calories and inhale.

This is the same situation. If we want to come out of our poverty, then let us want it so bad and we will eventually succeed.

A rich household equals a richer county and an even richer country. Take the plunge!

George Odenyo Litunya

Communication Consultant, Trainer and Writer; +254(0)711998010; odenyo09@gmail.com

(Image Courtesy: Google)

‘To be or not to be?’ is one of Shakespeare’s greatest quote in his literary works. Well, should we or should we not rise above our limitations and soar to great heights? I choose, to be. Our journey is set. Destination clear, but something’s off. With everything in check what is holding us back then.

Kakamega County and we the people have for a long time been perceived as retrogressive. Nothing Luhya-rather western affiliated represents development. As a county and a people, we are walking time bombs.

Whenever I read articles relating to Kakamega County amid all the politics, development agenda, business, insecurity, infrastructure, agriculture…one question lingers in my mind. Can’t we do better?

Kakamega County. Home to the country’s leading sugar miller-Mumias Sugar Company, which sadly is at the brink of collapse. Kakamega where there is gold, but it is of no use to the local miners. Kakamega where farmers have land, but still end-up hungry. This is sad!

Factoring all these, the bold question has to be asked. Those with answers and solutions to come forth. It is time. It has been for a while now. What is Kakamega most serious problems? With this in mind, please, engage me.

The Fear Factor

As a county and people we started by abandoning our political parties. Failure to accord the parties and people proper representation both locally and internationally. Ask any aspirant which political party they would subscribe to and it will stun you. Our political leaders continue selling out our beliefs to other party leaders as if we are in situ. Walk into any bank and ask which people fear loans? Luhya will be part of the list.

It is this fear that has crippled us as a people. Fear to invest. Fear to maximize on our ability to devour knowledge. Fear that land will be taken away if you help that young lad secure a loan. Fear to say no, and stick to the people political causes addressing issues that affect the people. Fear that we will lose an election if we don’t stand our ground. Fear this and fear that.

Recently, Senate minority leader said that he doesn't want to be president. All he wants is for the removal of Uhuruto. Note that presently he is Western’s political mover if I may, but really? Whose vote will make this a reality? I believe that my vote is my ticket for a better tomorrow and not to fulfill someone’s agenda.

Did you know that Luhya are among the most learned people in the country presently? But what are we doing with these human resources? Where do we hide? We are playing it safe, which is not an option. We must risk it to reap it.

Failure is okay. As one successful author put it, I will fail my way to success. A lesson I hold onto. We should get off the wagon of fear and try things. As we wait for the deputy president to reduce the levels of bureaucracy in the Uwezo fund, let us start the process of getting that money and use it.

Lack of unity

A chain is as strong as its weakest link. And there is nothing worse than people knowing your weakness. The earth is filled with opportunists, they will capitalize on this. As a people we are used to compete the circuit, we are but a conduit. Without us, current is still present at the various terminals.

This rift is another recipe to our downfall. This reminds me of my primary school motto, ‘Together we succeed.’ I loved it. It is time we spoke with a unified voice, realizing that if we don’t then we have nobody to blame but ourselves. Ad you read that motto let it resonate with you. Let it be part of you.

Culture of giving back to society

Most of us know Bill Gates. There is an article titled ‘Reasons why Bill Gates name will live on’, published recently and in this article they were comparing Steve Jobs to Bill Gates. Although Steve Jobs is known as the king of innovation, Bill Gates’ generosity to give back to society-Melinda and Gates foundation, will immortalize him. People will not only remember him, but that will do so with a sense of pride for the lives he touched.

‘Blessed is the hand that giveth’, the bible says, ‘than the one that taketh.’ I once worked for an NGO whose tagline read, ‘Projecting hope. Changing lives.’ Every time I read it, I was psyched to go to the field and change lives. Truth, we did change the lives of the refugees.

In conclusion, most of our politicians are not development oriented. Only a few, are wired to think and implement the development agenda. The rest are passing time and luckily for them, making money in the process.

If you are well placed in society, have you ever thought of reaching down and lending that helping hand? If you are a youth or elder have you ever thought of risking it for the future? As a people, have you ever thought of sticking by your beliefs and most importantly people and if you are not on the same page-change their thoughts?

This might be insignificant, but that is how progress is made. To quote a Chinese saying, ‘A journey of 1000 miles begins with a single step.’ Make that step! If we overcome these three problems, then we will live to be. Kakamega, land of the hopeful!

George Odenyo Litunya

Communications Consultant, Trainer and Writer

odenyo09@gmail.com| 0711998010