By Bernard Kelvin CLIVE
Today, we are focusing on the importance of staying top of mind in your industry. In this particular age, time, and season, whether you’re a brand, an SME, or an MSME, operating in small niches and circles, it’s crucial to consistently maintain your presence.
If you’re positioning your personal brand or business, staying top of mind is essential. Even when the worst happens—when you lose clients, business, or even become forgotten—your brand must endure.
Competition is fierce, and people will gravitate toward other brands if you’re not top of mind. I’ll share a few stories to illustrate the necessity of staying relevant, and to emphasize that being preferred today doesn’t guarantee you’ll be preferred tomorrow.
The story of the complacent tailor
Let me start with the story of a Member of Parliament (MP) I knew in a local community years ago. Before he was elected, he dedicated time to helping people in his community develop skills that would help them trade and earn a living. Among those he helped were future fashion designers, tailors, and seamstresses.
One particular gentleman stood out—he became so skilled that he started designing and sewing all of the MP’s outfits. His work was exceptional, so much so that the MP recommended him to his colleagues. As his clientele grew, he began tailoring for well-known figures, and the pay was good.
However, success got to his head. He started to slack off—if he promised to deliver in a week or two, he often missed the deadline. He believed he was irreplaceable, the only one capable of delivering such fine outfits.
But as time went on, the MP discovered another tailor and gave him a chance to sew a few outfits. This new tailor did an outstanding job, matching the quality of the first gentleman. Meanwhile, the original tailor continued his work, but his deliveries remained inconsistent.
The second tailor, however, was not just maintaining quality; he was improving. He worked faster, learned new techniques, and explored innovative styles. The first gentleman, on the other hand, had become complacent, sticking to the same designs and relaxing his efforts.
Every time the MP wore an outfit by the second tailor, people noticed. They asked, “Who made this? Is it the same guy?” The MP would respond, “No, I’ve got a new guy.”
Well, over time, his friends gradually began patronizing the new gentleman who was not only delivering quality work but also meeting deadlines. This was saving them a lot of time, allowing them to say, “We need an outfit done in two days,” and actually have it delivered in two days. The new gentleman and his team were reliable, while the original tailor continued to slack off.
As time passed, more and more people began to gravitate toward the new gentleman. The old tailor lost customers and clients because he let pride get in his way. He stopped learning, stopped evolving, and failed to deliver on his brand promise.
These three things—pride, complacency, and failure to deliver—prevented him from moving forward and staying top of mind. The new guy on the block became the one everyone thought of first because he delivered on his brand promise: excellent work, high quality, and timely delivery. He mastered the three key things everyone looks for in a seamstress—perfect quality, timely delivery, and consistency.
Lessons from the story
This simple narrative reveals the essence of staying competitive in whatever field you’re in. Don’t assume that just because you have clients today, you’ll always be their go-to person. If you don’t consistently improve, better yourself, and deliver on your brand promise, someone else will rise from somewhere you least expect, whether it’s a new market trend or a new competitor.
Let this serve as a lesson to all of us.
The case of the vulcanizer
Another story I think I mentioned before is about a vulcanizer in my neighborhood. He’s been there for years and is excellent at fixing tires—he knows everything about inner tubes. But I noticed that he hasn’t invested in new equipment to improve his services.
Recently, as we were passing by the roadside, we noticed a new, very large vulcanizer shop equipped with the latest technology to make things seamless. My friend and I couldn’t help but wonder—does this mean the old guy on the other street is going to lose his job? We thought about it in two ways: maybe, and maybe not.
Here’s why. If you’re a busy person and your car tire needs fixing, you might hesitate to go to the old guy. Sure, he does good work, but it takes him a lot of man-hours to get the job done. On the other hand, the new shop has modern equipment that can quickly remove, fix, and reinstall the tire. Even if it costs a little extra, you’re likely to prefer the new shop because it saves you time and offers good value for your money.
This is what the old guy is struggling to understand or embrace. Let me pause here and consider these two scenarios.
One option might cost you a little more, but it saves you time, and energy, and allows you to move faster. The other option is more affordable but consumes a lot of your time—unless you’re not in a hurry. For many people, especially those who value efficiency, the faster, more convenient option will win out.
So, if you’re reading this today, think about what you might need to improve in your business or brand to ensure you stay top of mind. You might have been doing this for five or ten years, but if you haven’t significantly added value—whether in terms of time, quality, or something else—remember that someone from the back could overtake you. Someone out there is consistently improving their brand and business, and they might soon become top of mind while you get drowned out in the noise.
Let this be a reminder to all of us: in our chosen field, whether for our personal brand or business, we must strive to stay top of mind. Consistently grow, improve, and work on all the little things that matter. Ensure you’re delivering on your brand promise, providing quality, and not compromising on what you’re supposed to do.
Above all, treat your customers and clients with respect and honor. When you do these things well, you’ll consistently stay top of mind.
Key factors for staying top of mind
Here are some key actionable strategies to help you maintain your brand’s relevance and visibility:
- Keep Learning and Improving
– Stay informed and updated on the latest trends and developments in your industry. Continuously adapt new strategies and ways of working. The most important thing is to stay current and keep improving. As I always say, “Keep bettering your best.” Never settle—always ask yourself, “What can I add? What can I improve?”
- Keep your promises
– When you make a promise to a client—whether through ads, posts, or any other form of communication—ensure you deliver on that promise. Go beyond their expectations and wow them with your delivery. This not only shows that you appreciate them but also builds credibility. Consistently delivering on your brand promise ensures that customers will remember you when they need a product or service.
- Value your customers
– Customers are often looking for an experience, not just a product or service. How you make them feel and the satisfaction they derive from their interactions with your brand is necessary for building a strong, lasting relationship. Aim for repeat business by treating your customers with exceptional care, and creating a memorable experience that keeps you top of mind.
- Plan effective marketing strategies
– Effective marketing is very much needed now than ever. Utilize both traditional and digital marketing channels that work best for you. Stick with winning strategies, but always look for ways to improve and refine them. If something isn’t working, be flexible and find alternatives. When you find what truly works, focus on it and execute it well.
- Stay open to change
– Be adaptable and open to new ideas. The ability to embrace change is vital because if you don’t change, change will change you. Staying open to new approaches will help you stay ahead of the curve and maintain your position in the minds of your customers.
You will position yourself as the go-to brand in your industry by implementing these strategies. When customers think of the product or service you offer, your name should be the first that comes to mind.
I wish you the best in putting these strategies into practice. Let me know how this approach works for you. The best is yours.
Let me hear from you regarding your branding and book publishing needs.
Bernard Kelvin Clive is a leading authority on personal branding and digital book publishing in Africa. With over a decade of experience in digital publishing, he has been a trusted consultant for entrepreneurs, pastors, and individuals looking to build their brands and write their books.To learn more about Bernard and his work, visit www.BKC.name. WhatsApp: +233244961121
