In this interview, we delve into the inspiring world of Adenike Fagbemi, visionary founder and Creative Director/CEO of BrandTell Nigeria ltd. Driven by a passionate enthusiasm for Small and Medium-sized Enterprises (SMEs) and entrepreneurs, Fagbemi unveils her passion and expertise as a Publicist, Media consultant and Marketing Communications Pro.
Tobi Oyetunde captured the key highlights.
BrandTell and the drive to integrate branding as a core SME value
In today’s competitive business landscape, branding and marketing are essential for any start-up that wants to succeed. Adenike Fagbemi, CEO of BrandTell is one individual that is passionate about establishing a strong brand identity and putting in place an effective marketing strategy to empower start-ups with critical knowledge in establishing a solid brand and surmounting any challenges in their industries.
“We realise that what makes people unique is the story they have. So that’s the idea behind BrandTell and we have worked with individual brands and also corporate and public brands, but we thrive and try to delight ourselves that we work with SMEs,” says Fagbemi.
According to her, in making branding a core of SMEs initiatives, Entrepreneurs have the opportunity to receive constant guidance and support with the BrandTell Nigeria Business Push Group, a subset of BrandTell Nigeria. The push group, which is accessible by subscription, provides a platform for business owners and SMEs to learn basic tips and tricks to become the next big thing in their various niches while exploring both online and offline tools.
“Branding is important for start-ups because it helps them to stand out from the competition,” Fagbemi says.
“Effective branding helps start-ups and entrepreneurs to differentiate themselves from their competitors and convey their unique selling propositions and values to potential customers” she added.
How branding helps to position goods and service
Stressing the importance of consistency and clarity in branding efforts, Fagbemi says that there is a need for Start-ups to understand that branding is about conveying value and leaving a lasting impression on the target audience.
According to her: “Authenticity and consistency in brand messaging are crucial for start-ups to succeed in the business world. For entrepreneurs that are just starting off their businesses, it’s very important to know that branding is key and these things are what make you stand out. If you are going to be charging XYZ, for whatever your products or your services, you need to make your clients or prospects have the feel that you are doing something differently and that your personal brand or your corporate brand is worth the hype and that’s where branding comes in”
Laying emphasis on the need for entrepreneurs to embrace clarity while ensuring that their brand essence resonates with their target market and effectively communicates their value proposition, she noted that “brand message and brand essence needs to be well communicated and these are basic things that have to come with the marketing or branding of brands or products.”
Overcoming challenges: navigating the business landscape
While acknowledging the existence of some blocks and hurdles that start-ups face and must surmount to be successful, she noted that start-ups often face numerous challenges in today’s business landscape, such as economic fluctuations, unfavourable policy and limited access to support.
She also notes that accessing grants and loans can also pose to be a cumbersome process thus hindering the growth potential of these budding enterprises. Additionally, finding funding, skilled manpower, and affordable mentors become an uphill battle.
Thus in recognising these obstacles, Fagbemi says that BrandTell strives to bridge the gap by providing accessible and relevant resources to empower SMEs to overcome their challenges by providing tailored solutions to clients while ensuring effective brand development and strategy implementation.
“One of the virtues I possess when it comes to handling brands, training SMEs or even taking up projects is my readiness to learn on every project that I find myself. I already know that a project needs my professional expertise but at the same time, I know that I need to unlearn some things while handling various jobs because, for every project, there is a story behind the story, so I’m always open-minded when it comes to it.
“I love to educate my clients before telling them this is what you should do. Most brand marketers just bring their professional cards on the table but you need to understand that for every brand or for every niche you want to work with, there is a peculiarity that comes with it. It is important to do some background research about this XYZ brand, and while doing the research and trying to handle the project, know that educating your clients is very important. So, if you tell a client that ‘I don’t want us to do this’, you don’t just say you don’t want them to do this without backing it up with a fact; a fact as a result of your research,” she explains.
Stressing that each project presents a unique opportunity for growth, requiring both professional expertise and a willingness to unlearn and relearn, Fagbemi also lay emphasis on the significance of the ‘Five Ps’: product, price, place, packaging, and promotion, as key considerations in brand strategy.
According to her, the Five Ps make up the foundation when it comes to “handling a brand, doing a pitch or even directing or trying to educate an SME on why they should take up a strategy”.
She also noted that mental preparedness is one of the keys to overcoming challenges faced by SMEs while urging entrepreneurs to know that setbacks may occur and so there’s the need to prepare for the worst-case scenario.
“Before I take up a project or before I walk up to clients, I asked myself what is the worst that can happen. So, once I can identify the worst that can happen whether on a project or with a client, I prepare my mind towards that and I hope for the best but I prepare my mind for the worse,” Fagbemi says.
In the face of challenges, Fagbemi demonstrates resilience and places her trust in divine guidance and direction. She explains that even while preparing for worst-case scenarios on a project and dealing with clients, she seeks God’s direction, relying on His wisdom and provision in achieving a successful campaign. This spiritual foundation, coupled with strategic planning and expertise, according to Fagbemi, enables her to navigate obstacles and unlock new opportunities for success.
In her words, “I pray to God. I’m not trying to be so spiritual here, but I tell God what I want. I remind Him that I am a child of promise. I remind Him I am royalty; I am the king’s daughter, and this is what I would want but as much as this is what I want, I want His will to be done. So, I do this by the grace of God, it is not just a cliche or tradition. I do not just go on my knees to pray but I also have simple conversations with my creator.”
Keeping on, making progress
As Fagbemi continues in her mission to equip and empower start-ups and entrepreneurs across the nation through BrandTell and the BrandTell Nigeria Business Push Group, she is confident that SMEs can look forward to a brighter future where their unique stories resonate with a global audience and thus propel their businesses to new heights and successful strides.
For Adenike Fagbemi, her passion is to provide cutting-edge branding & marketing expertise to clients. This, she does in a unique way through a close working relationship with Start-ups and SMEs, including training thousands of SME owners on boosting their Brands using Social Media, assisting small businesses in registering of their brands with the Corporate Affairs Commission, managing the online and offline presence of tons of SMEs and providing the insights they need to know to enhance and advance their goods and services.
© SUCCESSTACT, Vol 2, No 1. Download digital copy here.
successtact.wordpress.com 