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Platt takes the stage on branding

GO BIG ON THE BRAND … The recent Namibian Creative Summit explored various conversations around enhancing the Namibian creative industry. Ilke Platt particularly led a session on the significance of branding. Photo: Martha Mukaiwa

At the recent Namibia Creative Summit, Ilke Platt takes the National Theatre of Namibia stage like the poster child for the old adage “dynamite comes in small packages”.

Leading a spirited session on the importance of branding, Platt, whose decades-long career spans radio, music, film, communications and public relations, is the vibrant embodiment of authentic reinvention.

In a world where it seems everything and everyone is a brand vying for one’s attention, particularly through social media, Platt’s topic is relevant to the lone creatives striving to be the pick of the ever-expanding litter as well as to the collectives and companies trying to make their mark in the economy of talent.

But what is a brand? Platt’s presentation slide featuring a definition sourced online clarifies.

“A brand is the identity and story of a company that makes it stand out from competitors that sell similar products or services. The goal of branding is to earn space in the minds of the target audience and become their preferred option for doing business,” an audience member reads out from the screen.

“Brands are an effective way for companies to communicate their vision. A brand clarifies what a company stands for and why.”

To impart some wisdom regarding branding and professional association, Platt draws from her own brand evolution from Cutie, local It Girl of the 2010s, to the sophisticated founder of public relations firm Poiyah Media.

Embracing her offbeat and creative roots as she jettisons her shoes and walks through the audience, Platt does some quick market research.

“Who remembers the name Cutie?” she asks and the crowd cheers.

“If you mention Cutie, I know how far you’ve come along the way. Why is that important to me? So that I know how I speak to you,” Platt says.

“Who has not heard of the company, Poiyah Media?” she asks.

A number of hands go up and Platt dives into a point about brand building, the struggle for relevance, and accepting that newer generations may not be familiar with your hard work.

“Not everybody will know who you are. Even if you think you have made it for 23 years in the industry,” she says.

“My sons are part of a generation where his friends don’t know me. They don’t know who I am or what I’ve done for the past 23 years. But everybody here who didn’t know my face today – it’s nice to meet you.”

Platt’s introduction to a new audience by virtue of being on the Namibia Creative Summit stage speaks to her ideas about positioning and association.

“Who and where you associate yourself with, you attract,” says Platt. “It’s okay if a certain client, environment or space is not for your brand.”

Though Platt preaches discernment, the public relations specialist also advocates visibility and networking and cautions that the proverbial cake is not simply going to come to you.

One has to put themselves out there. Attend summits, conferences, meetings and events, not only to stay knowledgeable, but also to introduce your brand to new and potential clients.

When building and maintaining a brand, Platt makes use of the acronym CAR, which stands for consistency, authenticity and relevance.

“My CD cover had me with a crop top,” says Platt referring to her Cutie persona.

“But as you elevate, the character and the person doesn’t change, but maybe the cosmetic changes because now you’re in corporate.”

Throughout Platt’s presentation, there is an analogy of a car. The various vehicles she has driven throughout the trials of her brand building journey, indicating the ups and downs of her professional road.

“It’s not about the car,” Platt says in closing.

“It’s about the person who steps out of the car. It’s about the impact that I leave with you,” she says.

“And to the gentleman who never knew me before,” Platt says. “Hello.”

– martha@namibian.com.na ; Martha Mukaiwa on Twitter and Instagram; marthamukaiwa.com

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