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A Guide to Rebranding Yourself Online

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A Guide to Rebranding

Most companies and professionals focus on establishing consistent and robust branding online. However, many of them have rebranded at some point too. It is a part of growing a brand and finding the best identity and strategy for you or your business.

There are many reasons you might want to rebrand, but it’s a significant undertaking no matter what the reason. It is almost an overhaul of online identity or brand that goes beyond just changing names, logos, colours, or website themes. Rebranding is more of a creation of a whole new persona. It is essential to understand the basics and know what you want to achieve to rebrand successfully.

Figure Out Why You Want to Rebrand

You likely established a personal brand online for a specific reason and goal. This principle also applies when you want to rebrand. So, before deciding to do so, evaluate your brand and see why you need rebranding.

Commonly, businesses and individuals, especially celebrities and personalities, rebrand after bad press or publicity. When their reputation is negatively affected and suffers irreversible damage, it can be the only best option. Rebranding offers a clean slate to start again.

However, bad publicity is not always the case. Sometimes, rebranding can be done as part of a marketing strategy alone. It has been advisable for companies, organizations, and individuals to rebrand if their current branding no longer reflects their values, goals, and visions.

Additionally, you can consider rebranding if you target a new demographic of clients or customers or launching a new product or service that you want to feature or highlight. To effectively guide you throughout the personal rebranding process, determine your main reason and try to develop a mission statement. Make sure the entire company is aware of the rebrand or new focus and your reasoning.

Social Media Can Be Your Friend

Social media is such a powerful platform for introducing and growing personal branding. If you are rebranding, do not forget to leverage your social media accounts and their reach. Your profiles are the primary representation of you online, so pay attention to them.

Create new accounts and try to make them as coherent as possible to make a stronger foundation for your branding. For example, use usernames and photos that are recent, timely, and accurate to your current brand. Update all company information, so it is cohesive across all platforms.

Always delete or deactivate old accounts. Afterwards, take the time to set it up and make sure to build strong branding on your social media accounts based on your primary mission. Keep it up-to-date, post relevant content in a consistent schedule, accentuate your expertise and set a tone for your accounts. Finally, give it a little personality and engage with the people and organizations you admire or want to align yourself with.

Let Everyone Know What’s Going On

Rebranding doesn’t mean you have to lose your professional contacts or personal ones, for that matter. Try not to burn bridges in the process. Instead, encourage people to anticipate something new from you and help you spread the news.

As you reach the point where you are ready to launch a new brand for yourself, use your social media. Tease a little and let your rebranding make an impact. Then, publicize it and let everyone know about the work you have put into the new image.

You can schedule and post an announcement as you close down your old social media accounts and take that opportunity to introduce the new one. This way, you don’t just vanish then suddenly appear. Instead, gradually withdraw your previous brand’s online presence and give ample time to transition towards the new brand.

Call in the Experts When You Need To

Rebranding requires tedious amounts of effort and time. From the evaluation to preparation, the process can be exhausting to establish new goals, remove traces of your previous branding, and launch your unique identity. It can take up more time than expected.

When you don’t have a whole team of your own, it might take forever. You can consider getting help from professional reputation management service providers. Most of them offer comprehensive services that can help you navigate rebranding more efficiently. Guaranteed Removals online content removal services can help you re-establish your presence on the internet in a positive way.

Remember Everyone Changes

Many prominent people and personalities have rebranded for all kinds of reasons. The process can be overwhelming like you are pulling apart what you built for so long. It may feel stressful and even disastrous, but it’s not. You can come out of it even more successful.

The key is establishing a goal and crafting a more robust and better plan than you first attempted. Then, you commit to that goal and work for it. Let it be like a metamorphosis of your brand.

Rebranding is a Simple Process

Re-establishing your branding can take a lot of energy. However, as long as you have your goal, your concrete plan, and your commitment to it, you will go a long way. It’s a process and a part of your evolution. So, take the plunge and forge a new direction for your company.

Dipo Olowookere is a journalist based in Nigeria that has passion for reporting business news stories. At his leisure time, he watches football and supports 3SC of Ibadan. Mr Olowookere can be reached via dipo.olowookere@businesspost.ng

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President’s Katsina State Visit Exposes Disconnect from People’s Needs

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tinubu in katsina

By Abba Dukawa

The recent visit by the President Bola Tinubu to Katsina State has sparked concerns about the disconnect between the government’s priorities and the people’s needs. The visit exposed the hypocritical approach to the need of their people, states and the northern Nigeria as whole. The quality of leadership in the region has been questioned, with allegations of self serving  interest, ineptitude, and a lack of vision.

This is in spite of the fact that northern Nigeria as a whole faces numerous challenges that threaten its stability and development. Some of the key issues include insecurity, poverty, education, economic hardship, inequality and social and cultural challenges. The visit has been seen as an opportunity missed to engage with the state’s residents, listen to their concerns, and chart a way forward for development.

While the visit was marked by displays of pageantry and entertainment, the state’s pressing issues such as insecurity, poverty, and economic hardship, seemed to take a backseat.  Critics argue that the government’s focus on superficial events rather than addressing the root causes of the state’s challenges is a clear indication of a disconnect from the people’s needs.

The introduction of Rarara’s wife to the President by the Katsina State Governor, contravening cultural and religious norms, raise questions about leaders’ priorities and values.

Current leaders in the north seem more focused on personal interests and political survival than advocating for the northern Nigeria improvement.

Regardless of the challenges in the region the Governors  keep  praise for the President’s economic reforms, notwithstanding the region’s struggles, is concerning. economic reforms should lift people out of poverty, create jobs, and stimulate growth. If not yielding tangible benefits, they need reevaluation.

The north needs leaders prioritizing regional development and working towards a brighter future. Leaders understanding our region’s problems and committed to tackling them head-on are crucial. It’s time for a shift in approach, prioritizing people’s needs over personal interests.

As we move forward, we must demand more from our leaders. We need leaders who will stand up for the north and work tirelessly to find solutions. Anything less is a disservice to the region and its people.

We need leaders who cultivate a culture of good governance, prioritizing accountability and transparency to address insecurity and promote development.

The north needs a visionary leaders who prioritize all citizens’ needs, regardless of tribe or religion, are crucial for unity and stability.

Leaders who accelerate economic development, create jobs, and provide essential services like education and healthcare can reduce poverty and insecurity.

We require leaders who will combat corruption and promote social justice, reducing inequality and fostering stability.

In northern Nigeria, effective security reforms are necessary, including modernizing security agencies, enhancing intelligence gathering, and addressing insecurity’s root causes to ensure public safety.

To bridge the gap between the government and the people, there is a need for leaders who understand the intricacies of the state’s problems and are committed to tackling them head-on. By prioritizing the people’s needs and working towards sustainable development, the government can build trust and foster a sense of ownership among its citizens

May God guide Nigeria towards true development and prosperity.

Dukawa, a concerned Nigerian, can be reached at abbahydukawa@gmail.com

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Changing University Climate: It’s No Longer “Publish or Perish,” It’s “Be Visible or Vanish”

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Publish or Perish Timi Olubiyi

By Timi Olubiyi, PhD

For decades, the expression “publish or perish” has been of interest to academics, researchers, and professionals worldwide. Success is measured by the total number of peer-reviewed articles published, conference proceedings available online, and book chapters produced and published.

Despite so much research stemming from academic institutions, not many of these publications enjoy wide visibility in particularly those published in non-indexed journals.

Academics are continuously encouraged to increase the impact of their research endeavours, but what really constitutes impact in today’s academic environment?  Is it the number of citations for your published research?  Is it the amount of research funds your name and profile can generate?  Is it the number of speeches and presentations you deliver about your research area?  Is it the number of boards/committees/working groups that you serve on? And so on.

Though in the academic world, publication signifies validation and survival in most universities for promotion and relevance; in fact, it remains a cornerstone of career advancement. From early-career lecturers to senior professors, scholarly publishing plays a pivotal role in demonstrating expertise, building reputation, and meeting institutional benchmarks for promotion.

However, in today’s hyper-connected, information-saturated environment, a compelling principle has emerged: “Visible or vanish.” In other words, it is not just what you publish; it is who sees it, talks about it, and shares it that matters. Today, there is a stronger emphasis on quality, impact, relevance, and where your articles are published.

Globally, publications in high-impact journals measured and indexed in Scopus, Web of Science, Australian Business Deans Council (ABDC), Chartered Association of Business Schools (ABS), Science Citation Index Expanded (SCIE), Social Sciences Citation Index (SSCI), Directory of Open Access Journals (DOAJ), and more are given serious emphasis.

The primary reason for academic publication should be to advance knowledge, not merely for promotion or institutional expectations. In the author’s opinion, the true reasons for academic publication are to help scholars establish their intellectual identity, which represents a personal academic brand, provide a platform for international recognition, and create career milestones.

Though the gatekeeping role in academia has diminished, this has created a market for predatory journals for academics aiming for promotion. What are predatory journals? They are journals that are fraudulent or unethical academic journals that pretend to be legitimate scholarly publications but do not follow proper peer-review standards, editorial practices, or have recognized indexation.

All they need is money, money and money, no values or integrity. Predatory journals prioritize profit over quality and can seriously harm the academic career of a scholar with a global vision.

Though academic publications still remain respected, considering indexation is key even for institution-based journals (Journals run by university departments). Publication remains the foundation of academic promotion, but how and where academics publish matters more than ever.In an academic environment that is increasingly competitive, interdisciplinary, and global, researchers must not only produce excellent work but also strategically position it for maximum visibility and influence.

Both academics and researchers must consider more than just publication because we have only two key roles in publishing- to do our research and to communicate the research; the latter is the focus of this piece. Our research needs to be noticed, cited, and discussed due to its impact, or we risk being completely overlooked.

Platforms like Google Scholar, ResearchGate, LinkedIn, Facebook groups, Twitter (now X), and even TikTok have become unexpected grounds for attention. Researchers who communicate their work beyond academic circles through public lectures and engaging online posts amplify their impact dramatically.

A highly cited, visible paper can transform careers far faster than a series of obscure journal articles ever could. Therefore, for relevance and global standards, a quality publication with visibility is required.

Visibility today means publication with recognition, a visibility that can connect researchers to a broader global academic community. It can also enhance career and funding opportunities beyond the immediate environment of the researcher.

When publication is executed correctly, it has the potential to create change beyond academic circles, influence policies, and shape professional practices. It can also raise public awareness on critical issues like climate change and inequality.

With millions of articles published annually, even excellent research can be buried unless actively promoted to make it widely visible. Good visibility can also improve invitations for collaborations, keynote addresses, consulting engagements, and even career pivots beyond academia. Visibility, thoughtfully pursued, is no longer optional; it is extremely important. It may also help fulfil deeply personal motivations.

However, remember that scholarly publishing is not a one-way communication. It should encourage and invite critique, discussion, and debate; that is what visibility can provide. Research that enjoysvisibility has a higher chance of influencing policy, industry practices, and public understanding

It is safe to say it is key for researchers, scholars and academics to navigate this new landscape.Visibility is increasingly vital in academia as it directly influences career progression, research significance, and the capacity to engage with a broader audience. Enhanced visibility can connect to opportunities for international research partnerships, funding, and new audiences globally.

In the current competitive academic environment, merely publishing research is insufficient; scholars must proactively advocate for their work and establish a robust online presence to guarantee visibility and media attention. In an era of increasing pressure to publish quickly and frequently, remembering these true reasons can help academics stay focused on purpose over performance, ensuring that their contributions are not only counted but truly matter.

Therefore, publish wisely, publish well, and publish with purpose, along with incredible consistency. In the contemporary technological era, the way research information is handled, conveyed, processed, shared, and maintained has changed.Therefore, my colleagues, be a thought leader, there is a need to gravitate towards social media because it can improve visibility and also to promote research findings or knowledge thereof. So, welcome to the era of visible or vanish. Good luck!

How may you obtain advice or further information on the article? 

Dr Timi Olubiyi is an expert in entrepreneurship and business management, holding a PhD in Business Administration from Babcock University, Nigeria. He is a prolific investment coach, author, columnist,seasoned scholar, Chartered Member of the Chartered Institute for Securities and Investment (CISI), and a registered capital market operator with the Securities and Exchange Commission (SEC). He can be reached on Twitter at @drtimiolubiyi and via email at drtimiolubiyi@gmail.com for any questions, reactions, and comments.

The opinions expressed in this article are those of the author, Dr. Timi Olubiyi, and do not necessarily reflect the views of others.

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How Investments in Reskilling and Trust Help Businesses Succeed in the Agentic AI Era

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Linda Saunders Salesforce AI Agents

By Linda Saunders

The ascent of agentic AI, systems that can perform tasks without human intervention, represents not just an incremental technological advancement but a fundamental reshaping of the business landscape. The possibilities for enhanced productivity and innovation are immense. Using AI agents, businesses around the world are unlocking a piece of the potential $6 trillion digital labor market opportunity.

Businesses that fail to adopt agentic AI, however, risk disruption by competitors or savvy upstarts. This demands a proactive and strategic response from leaders. In this new era of human-AI collaboration, leaders must center their efforts around two key pillars: large-scale employee reskilling and establishing a trustworthy AI ecosystem.

Reskilling for the agentic AI era

With just 15% of workers saying that they have the education and training necessary to use AI effectively, reskilling must be a priority for every business leader.

Employees must be given access to learning opportunities so they can adopt human-AI collaboration skills, including a foundational understanding of agentic AI and prompt engineering — a way to provide clear and effective instructions to AI systems.

Consider, for instance, the evolving role of developers. With AI agents capable of handling routine coding, developers can focus on bigger-picture tasks like system design and future planning.

According to Salesforce’s latest State of IT survey of software development leaders‌, more than nine in 10 developers are excited about AI’s impact on their careers, and an overwhelming 96% expect it to change the developer experience for the better. More than four in five believe AI agents will become as essential to app development as traditional software tools, the survey found.

In addition to technical abilities, cultivating human and business skills is vital for fostering a trusted environment where teams feel comfortable experimenting with AI. And, as every employee increasingly manages individual or even teams of agents, developing basic managerial skills across the workforce will become increasingly important.

Identifying the skills is just the first step. To succeed in the agentic AI era, businesses need to develop a comprehensive strategy that incorporates these skills into their workforce plan. This includes setting clear, measurable goals and actively tracking progress.

Managers need to provide active guidance and support to employees throughout this transformation, ensuring the workforce remains relevant and engaged.

Adopting trusted AI across the ecosystem

As the capabilities of agents grow, so too does the responsibility to manage ‌associated risks. It’s imperative to ensure these systems are fair and prevent stereotypes or alienation. The very qualities that make AI transformative can also lead to biases and erode trust if not managed.

To fully harness the potential of agentic AI, businesses must prioritize trust and safety at every stage of development and deployment. This means implementing strong security measures and adhering to ethical AI practices to safeguard data and ensure responsible use.

Guardrails for AI agents can be established using natural language topics and instructions specifying when an agent should escalate or transfer a task to a human. Concerns around data privacy and potential biases must be proactively addressed through strong data protection protocols and transparent communication.

Equally important are tools that foster transparency and empower users to make informed decisions regarding task delegation to AI. Employees need a clear understanding of the capabilities and limitations of the AI agents they collaborate with, alongside having control over the tasks being automated.

A key feature of Agentforce is its capacity for autonomous operation within specifically defined guardrails. This means that while ‌AI agents can operate independently, making decisions and taking actions, they do so within boundaries established by human teams, ensuring alignment with business objectives and policies. The Einstein Trust Layer enables Agentforce to use any LLM safely by ensuring that no Salesforce data is viewed or retained by third-party model providers.

The power of reskilling and trust to drive innovation

The transition to an AI-powered future will bring challenges, particularly ensuring employees have access to the right infrastructure, high-quality data, and relevant skills.

However, by investing in reskilling and comprehensive training programs, organizations can empower teams to work effectively alongside AI agents, adapt to the evolving nature of work, and ultimately drive innovation in this age of digital labor.

Building a robust infrastructure that prioritizes trust and safety, and fosters transparency, will also be instrumental in mitigating disruptions and unlocking new opportunities for growth.

Ultimately, investing in both AI agents and human employees, and actively fostering their collaboration in a trusted way, will enable businesses to operate at scale and realize their full potential in the agentic AI era.

Linda Saunders is the Country Manager and Senior Director of Solution Engineering for Africa at Salesforce

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