Post COVID-19: SMEs Must Re-Strategize Their Branding Approach to Survive the new normal – Ikechukwu Kalu


Lagos, October 27, 2020 – Brand expert Ikechukwu Kalu has urged businesses, especially Small and Medium Scale Enterprises (SMEs), to adopt a new marketing approach, particularly in terms of brand appeal, to thrive in the post-COVID-19 era. Kalu highlighted the urgent need for "rebranding" or effective branding for those who had not previously emphasized strong branding.

Ikechukwu Kalu, the Lead Consultant at Customer Passion Point Limited (CPPL), a firm offering Marketing, SME Consulting, and Training services, stressed that patronage is the lifeblood of a business, and consumers must be central to branding efforts to attract, connect with, and retain customers.

He stated, "We are facing the reality of a new normal—social distancing and the changing dynamics of transactions, especially for businesses that depend on physical contact and in-store customers, such as retail and hospitality. While specific solutions may differ for each business, there are general approaches that can be implemented and tailored as needed."

He also highlighted that "professional and effective branding is about connecting your message with your target audience, engaging their emotions, and influencing their perceptions. In this time of despair, it's crucial for your customers to feel your care and empathy despite your own challenges. Communication and messaging should convey a sense of unity and shared resolve to overcome the crisis together, offering comfort, encouragement, and hope."

Mr. Kalu advised businesses to embrace the new reality by adopting social distancing protocols, which have made the transition to online operations more critical than ever. "The front desk, display shelves, and Point of Sale have effectively moved online. SMEs that aim to survive must establish a strategic and dynamic online presence and accessibility to retain customers and attract new ones."

 


Ikechukwu Kalu, who spoke to the media at an interactive session in Lagos, has been a part of the development of great brands across Manufacturing, Telecommunications, and Financial Services. He is a Fellow of the Chartered Institute of Marketing (CIM), London, and the National Institute of Marketing of Nigeria (NIMN); an Adjunct Lecturer at Pan Atlantic University, and a Resource Person at the Lagos Business School.

 

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