How to Get the Best of Your Creatives By Philip Asuquo

If you hire, outsource the services or partner with people who develop creative solutions for your brand or organizations, you can gain fresh insight on how to get the best out of them on MoneyHub this week. Philip Asuguo, a blogger, media strategist, brand manager and lead partner at OrangeNews gives  insight on how you can best utilize creative minds for your brand building and business development.


In a recent interview I had, I was asked to point out one problem of the South South and suggest a solution to it.

I got to point out one but I think the one I am sharing below is VERY IMPORTANT.

Hello South South brands and businesses, when you work with creatives, do yourself a favor and pay them well.

One of the problems we have with businesses in the South South is that they stifle creative input and undermine their brands by pricing down and even going out to replace the very people or team that built or that could build their brands.

I have heard graphic designers, video makers, photographers, sound and lighting professionals etc that have exceptional skills decry how clients price them down or even seek FREE services, forgetting that what the other person does is a business as well just like theirs. It is a different thing when you partner with them. If it aint partnership, pay them and pay them well.

Personally, when I work, I identify the very key persons crucial to the project or brand I am building and ensure I pay them well.

I have also heard people say “Oh you are paying that person too much. You could get someone to get it done cheaper.”

Well, truth is, if I wanted to build a cheap brand with cheap impact, I would seek cheap input. When I realize that whom I am working with is putting in much to get a job done, I try not to price him/her out of his/her comfort range.

We can’t do businesses around here in the 21st Century without making them brands.

The longest standing businesses work with creatives that they pay to think and deliver solutions that move and keep their business brand visible.

The likes of Coca Cola have repeatedly pumped money into branding and advertising and trust me, it aint cheap visual and visibility makers that handle their branding.

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Dear South South entrepreneurs, there are people gifted in making your business a phenomenal brand and making it visible. Work with them and pay them well.

We recently merged, partnered and launched a full service creative and brand engagement Services Company and will be officially unveiling it soon. We look forward to working with entrepreneurs/clients with the right mindset because we aim to make this region and indeed Africa be an elevated brand experience.

The future of every business is in proper branding. We can’t afford to make our businesses run without being proper brands. Whenever anyone in your sector wakes up to properly brand his/her business, be sure to see your business recede down to the lower rungs of appeal to your existing and prospective customers/clients.

Africa is a feeling…not just a continent. You need to build and have a superior brand synonymous with the continent.

America is strong for her brands. Do you realize that?

General Motors, General Electronic, Apple Iphones and Ipads, Facebook, Mc Donalds, Coca Cola, etc. These brands are owned by individuals who work with superior brand teams.

If you seek to deliver a superior solution to the world, work with a superior team and pay them above what could keep them in the inferior realm of business.

Do you ever wonder why Lagos has soaked up a lot of our creative people away from here? It is because if they were here, you would have stifled and priced them down out of business.

Some of the guys you celebrate today in the creative industry would be nobody if they relied on people here and the effect of the ‘fantastically’ stifling pricing on their business rampant around here.
South South, let’s not stifle our own cos if we do, we stifle our collective growth.

For every time we leave this zone to go pay someone in Lagos to consult and build for us, we put our money on a flight and have it benefit elsewhere. The money that would have been spent here and made to trickle down into the hands of your brother/sister/friend/cousins that run a business or a prospective client that might come patronize you someday is made to take flight and go make Lagos better.

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Oh Lagos always delivers better? That’s a lie. Today, even Lagos creatives marvel at what our creatives are doing. The only difference is that they are paid in jumbo and so can upgrade and expand while our creatives are paid peanuts and expected to deliver enormously advantaged results.

The future of every business is in proper branding. We can’t afford to make our businesses run without being proper brands. Whenever anyone in your sector wakes up to properly brand his/her business, be sure to see your business recede down to the lower rungs of appeal to your existing and prospective customers/clients.

I am ‪#‎PAQ

 

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Joseph Dinwoke

Chief Content Officer at Brojid World
Joseph 'Brojid' Dinwoke, Radio producer/OAP at Radio Nigeria Voice96.7FM, and publicist, is the curator of Brojid.com. At Brojid World, he creates contents and provides training, mentoring, coaching and inspiration for peak performance in your life and work through blog posts, podcasts, books and training. You can follow him on social media by clicking on any of these social media icons. To get his daily inspirational and insightful broadcast on WhatsApp, connect with him with: 0810 550 4664

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