Brands/Products
Building Your Corporate Image Through Public Relations
By Sunday Ikwuagwu
Every organisation exists with a corporate identity unique to itself and distinguishing it from others, regardless of how similar they may be. It transcends visual elements which may include logo, colours, fonts, pay offs and other graphics associated with the company.
Creating a holistic corporate identity presupposes taking into account all aspects which define the organization’s purpose and everything it stands for. This includes the Vision, Mission, Core Values, Corporate Culture and Governance and Business Goals of the company.
Proactively building a corporate identity will ensure an organization’s consistency and coherence when engaging its internal and external stakeholders, elicit renewed confidence and trust and distinguish it from competitors.
While corporate identity is how an organisation wants to be perceived by the public, corporate image is the actual public perception of the company, and managing that perception is very crucial. The ultimate aim of a company is the exact alignment of corporate identity with corporate image, so that the public views the company exactly as the company wants to be seen.
The overall business success of a company will depend on its corporate image which attracts attention and sustains consumer loyalty. Every organisation, no matter how large or small, ultimately depends on its image and reputation for survival and success.
In today’s evolving and competitive market, a positive corporate image is a company’s greatest asset and should be considered a strategic priority that must be achieved. A favourable corporate image will help an organisation gain a competitive advantage and a fair share of the market.
Deploying an effective Public Relations strategy in achieving a favourable organizational image requires skilful and adept planning which incorporates situation analysis, defining target and publics, defining objectives, media selection, budgeting, implementation, control and monitoring and evaluation.
In developing a strategy to successfully build and enhance your corporate image, you must analyse trends. Investigate the current situation of the organisation from the public standpoint. This is also called Perception Audit. By doing this, you detect the current perception ratio of the negatives versus the positives and neutralize the negatives before it turns into a conflagration that could do serious damage to your business.
American business magnate and CEO of Berkshire Hathaway, Warren Buffet, said, “It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that, you’ll do things differently.”
Identifying your key target audiences is very crucial in building a favourable image. Your target audiences will consist of a mix of external and internal groups, including customers, clients, partners, employees, government, investors, media and industry professionals.
It’s important to be very specific when defining your audiences. You need clarity about the groups you are targeting to craft an effective strategy that will speak directly to their unique concerns.
Enhancing your company’s image basically involves communicating your successes to the widest possible audience. You excerpt testimonials, awards, and other accolades in your communication materials, in the media, on your website, social media handles, and physical (and virtual) spaces around your business environment.
When your various publics come in contact with this information, it will make a positive brand impression that is likely to cause them to have a positive perception about your company and tell people they know through their networks. By this, you can leverage your earned corporate image to increase your business profitability and make positive impressions on existing and potential customers, prospects, future employees, vendors, and all your constituents.
Developing clear and concise messages that stimulate the public’s interest in your company is vital. Your messages must be stakeholder focused. A feedback mechanism is also very necessary to elicit responses from various stakeholders and make adjustments arising from negative public outcry that could threaten the business.
Cultivating a healthy relationship with the media and implementing an effective media relations strategy will help mitigate negative consequences when your company falls into a crisis situation. A robust media relationship offers higher credibility and helps in building corporate presence and reinforce brand image using the media.
It is important to get involved in Corporate Social Investment. Engaging in CSI is a good way to build a favourable corporate image and renew public confidence in your company. It projects the company’s reputation and creates the picture of a responsible business, which can in turn, lead to competitive advantage.
The advantages accruable from CSI include positive business reputation, positive media attention, easier access to finance, government recognition, increased sales and customer loyalty, ease of doing business, greater ability to attract talent and retain staff, and organisational growth.
Corporate Sponsorship is another smart way to increase your company’s brand visibility, awareness and ultimately your company’s corporate image. Sponsorship gives your company the opportunity to boost the perceived image of your business, gain media exposure and build your brand authority.
The more your company’s brand name is associated with positive experiences or emotions through sponsorships, the stronger your corporate image will be.
Improving your company’s corporate culture in also very necessary. The internal stakeholders form an integral part of the business, and are the immediate face of the organization. It is important to align them with the business goals, values, vision and mission of your company through an effective internal communications structure. The public disposition of an employee creates a certain image of the organization in the minds of the public.
Incorporating image as part of corporate strategy and investing in reputation management requires a diligent, strategic approach. The tactic needs to be consistent, targeted and factual in support of an organization’s long-term business plans. It has been proven that investing in a quality image provides an ongoing return that organizations can measure in many ways.
Once you take steps to build and protect your corporate image, you can benefit greatly by implementing measures to leverage the positives. Most important of all, a good corporate image will provide a solid foundation on which you can build a successful business.
Always remember that how the public perceives your brand is vital to the success of your business. For that reason, investing in conscious efforts to improve your public image is one of the most effective ways to grow your business and become successful in your industry.
Sunday Ikwuagwu is the Principal Consultant at Walmond Communications Limited. He can be reached on 08181407842, 08070857968, [email protected] or www.walmondcommunications.com.
By Adedapo Adesanya
Top building materials and solutions brand, Lafarge Africa Plc, has unveiled a new thematic campaign tagged Beyond Buildings geared towards highlighting its impact and contributions to Nigeria’s infrastructural development.
The campaign was unveiled by the chief executive of Lafarge Africa, Mr Lolu Alade-Akinyemi, on Monday, December 8, 2025, in Lagos.
Mr Alade-Akinyemi noted that the campaign highlights how Lafarge, through innovative and sustainable building solutions, has continued to shape the socio-economic development and progress of Nigerians and Nigeria by contributing to the construction of various structures, including iconic buildings and bridges, stadiums, hospitals, roads, and more, ultimately aiding the nation’s overall growth.
“For over six decades, beyond the manufacturing of building solutions, we have partnered in building the very foundation of Nigeria’s infrastructural development and its future. With our innovative solutions, we have made a significant contribution to our nation’s progress by providing essential building materials for numerous landmark projects.
“This also extends to the expansion of our production capacity nationwide, creating jobs and livelihoods, bringing development to communities, and introducing innovative products to meet the ever-evolving construction needs of Nigeria,” he said.
He described the campaign as a celebration of strength, innovation, history, shared success, and the power of progress, noting that it is the story of the company’s humble beginnings, which dates back to 1960 when its first factory began production.
“The Beyond Buildings campaign is the story of our vision, which is to be the leading building solutions company, driving innovation and operational excellence to create a greener planet and enable national progress. It shifts the narrative from our products to the profound impact we make on human lives. Our materials transform into national landmarks, powering jobs, livelihoods, and development across every state,” he noted.
The thematic campaign Beyond Buildings spotlights how Lafarge has been a strong and steady partner in building infrastructure that underpins Nigeria’s socio-economic progress.
“We are celebrating our enduring legacy and committing to a new era of sustainable and innovative growth. This campaign empowers us to tell that story with confidence and clarity,” he added.
Delivering his remarks, the Commercial Director of Lafarge Africa, Mr Gbenga Onimowo, stressed that the premiere viewing is an opportunity to share the compelling reasons why the company’s story, ‘Beyond Buildings,’ must be told.
Mr Onimowo stated that the campaign aims to reinforce the company’s position at the heart of Nigeria’s construction growth since independence, as demonstrated by its extensive footprint of infrastructure development across every corner of the country.
‘However, our contribution is not merely about building solutions including cement, mortar, plaster of paris and readymix concrete. It’s about the shared future and the national development we actively enable,’ he said.
He stated that the campaign was designed to move the conversation past the physical structures and shine a light on the socio-economic impact that the company helps create.
“Our campaign highlights the immense progress built on the concrete of trust since 1960. Our materials are integral to iconic landmarks like the National Theatre, 1st and 2nd Niger Bridges, Third Mainland bridge, Lekki-Ikoyi link bridge, the National Assembly Complex and countless national, commercial, academic and residential structures nationwide,” he added.
The event was well attended by distinguished stakeholders from the building and construction sector as well as the arts, culture, media and entertainment industry, alongside many of the company’s esteemed customers including veteran Nollywood actors Richard Mofe-Damijo (RMD) and Kate Henshaw.
By Modupe Gbadeyanka
The prestigious Agency of the Year title has been clinched by X3M Ideas, a foremost integrated marketing communications (IMC) firm in Africa, at the Lagos Advertising and Ideas Festival (LAIF) Awards.
LAIF rolled out drums to celebrate its 20th anniversary at the Marriott Hotel, GRA Ikeja, Lagos, on Sunday, November 30, 2025.
The award ceremony, themed 20 Years of Crazy, was attended by several stakeholders in the IMC sector in the country.
At the event, X3M Ideas, established by a veteran in the industry, Mr Steve Babaeko, topped the medal table with 12 Gold, 20 Silver, and 24 Bronze awards, totalling 336 points. The second and third-placed agencies scored 153 and 141 points, respectively.
In 2023, X3M Ideas achieved a similar feat at LAIF and also emerged African Agency of the Year at the 2023 and 2024 editions of the African Cristal Awards.
During this period, Mr Babaeko was named African Personality of the Year, reaffirming the agency’s position as a leader in the African advertising industry.
The 2025 edition of LAIF was also a double celebration for X3M Ideas, as Mr Babaeko, alongside other industry leaders, received special recognitions and commemorative plaques for their invaluable contributions to establishing LAIF as West Africa’s premier creative showcase.
“We are extremely excited to win again at LAIF. This achievement demonstrates how we have continuously evolved, innovated, and remained creative, going ‘crazy’, in line with the theme of the award, by turning every brief into campaigns that resonate across all ages.
“This win also signifies that, together whether as individuals, agencies, or brands, we can shape the future of advertising, push boundaries, and redefine excellence,” Mr Babaeko, who is the Chief Creative Officer of X3M Ideas, said.
Recall, X3M Ideas broke a 70-year jinx to become the first Nigerian and West African agency to win at the Cannes Lions International Festival of Creativity.
The agency continues to put Nigeria on the global map, winning notable awards at the 2024 Lisbon International Advertising Festivals Group.
Additionally, X3M Ideas was recognised as one of Africa’s fastest-growing companies for 2025 by the Financial Times, ranked 31st among 130 companies across the continent.
Its campaign, Blood Sacrifice, also won at the 2025 Cannes Lions Festival, earning top honours at the prestigious ACT Responsible exhibition.
LAIF was established through the bold vision of the Association of Advertising Agencies of Nigeria (AAAN) to celebrate and elevate creativity within Nigeria’s marketing communications industry.
By Adedapo Adesanya
Netflix has reached a deal with Warner Bros. Discovery to buy the legendary TV and movie studio and assets like the HBO Max streaming service for $82.7 billion.
Warner Bros. Discovery is moving forward with its plans to split into two publicly traded halves in 2026. Once the split takes effect, Netflix intends to acquire the Warner Bros. half. The other half, Discovery Global, will house CNN and other cable channels. The Warner Bros. half includes its film and television studios, HBO Max and HBO.
The transaction values Warner Bros. Discovery at $27.75 per share, implying a total equity value of approximately $72.0 billion and an enterprise value of approximately $82.7 billion.
The deal is subject to regulatory conditions, of which there will be several, due to the size of the companies involved and what it means for competitiveness.
For several weeks, Paramount was thought to be the frontrunner in the auction for Warner Bros. Discovery. Paramount executives, who want to buy all of Warner Bros. Discovery – including its cable assets – were confident about their merger proposal and their mutually beneficial relationship with President Donald Trump.
However, Netflix surprised many with the boldness of its bids as it agreed to the same costly breakup fee that Paramount proposed, according to reports. This means the would-be buyer will pay Warner Bros. Discovery billions of dollars if the deal is not completed.
“Our mission has always been to entertain the world,” said Mr Ted Sarandos, co-CEO of Netflix. “By combining Warner Bros.’ incredible library of shows and movies—from timeless classics like Casablanca and Citizen Kane to modern favorites like Harry Potter and Friends—with our culture-defining titles like Stranger Things, KPop Demon Hunters and Squid Game, we’ll be able to do that even better. Together, we can give audiences more of what they love and help define the next century of storytelling.”
Mr Greg Peters, the other co-CEO of Netflix, said the acquisition would “improve our offering and accelerate our business for decades to come,” adding: “Warner Bros. has helped define entertainment for more than a century and continues to do so with phenomenal creative executives and production capabilities. With our global reach and proven business model, we can introduce a broader audience to the worlds they create—giving our members more options, attracting more fans to our best-in-class streaming service, strengthening the entire entertainment industry and creating more value for shareholders.”
“Today’s announcement combines two of the greatest storytelling companies in the world to bring to even more people the entertainment they love to watch the most,” said David Zaslav, President and CEO of Warner Bros. Discovery. “For more than a century, Warner Bros. has thrilled audiences, captured the world’s attention, and shaped our culture. By coming together with Netflix, we will ensure people everywhere will continue to enjoy the world’s most resonant stories for generations to come.”
The terms of the agreement will see each Warner Bros. Discovery shareholder receive $23.25 in cash and $4.50 in shares of Netflix common stock for Warner Bros. Discovery common stock share.
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