Publishers: Thots& Works
Author: Oluwaseun Ogunleye
Reviewer: Uche Akolisa
Many small and medium scale enterprises (SMEs) in Nigeria harbor the erroneous perception that branding is for big corporations like Coca Cola, Procter &Gamble and Unilever which they conclude have enough financial muscles to invest in advertising and other brand-building activities.
These businesses most of which are start-ups reason that money is at the heart of why branding is out of their strategy loop. However, Oluwaseun Ogunleye, disagrees. She says as much in her new handbook, Brandit, where the author outlines principles that SMEs could use in building great brands out of verdant products. For a consultant who has spent years nurturing and guiding SMEs for improved market positioning, Ogunleye has great authority on the subject matter. The principles for SME branding success are outlined in her book under six broad themes; 1. Have a Brand Promise 2. Be Different 3. Be Relevant 4. Have a Compelling and Consistent Brand Identity 5. Your Employee 6. Keep Your Promise. These rules which the author attempts to espouse in the work are more or less universally accepted marketing rules that underpin the making of great brands the world over. They are the same rules that took Coca Cola from a mere alchemy of ingredients brewed in a kettle at the back of a chemist shop by its owner, John Pemberton to the iconic global brand it is today.
Brandit contains practical brand tips beautifully presented and garnished with illustrations and pictures to arrest the reader’s attention from the opening page. The attention once grabbed is sustained to the last page with the author’s easy- to-read style. The work was written in a simple language such that any person including the half- educated person can pick lessons while browsing through. In a culture where reading is one of the least favoured habits, voluminous works are instant turn-offs. But Brandit is not wordy, the 24-page book could be finished within an hour or less.
But for the obvious repetition in Page 7 where the author dwells on how employees should be equipped with training to be professional in their dealings with customers which are the same thoughts she devotes the sixth theme: #Your Employee which cover Page 17-20 to, Brandit is an almost flawless book that every aspiring entrepreneur or beginners in the marketing field should add to his booklist