Celebrities are endorsed for a brand so as to synergize the image of the celebrity to the brand and communicate to consumers what actually the brand stands for. According to recent research statistics, the number of celebrity advertisements has doubled in the past ten years. One in four adverts features celebrities now as opposed to one in eight in 1995. What makes the wonder woman who isn’t just known for her voluptuous bosom but also prominent for her vocal prowess suddenly irresistible to brands?” If you ask me, na who I go ask?” Omawunmi is unarguably a brand ambassador to Glo, Konga, and Mortein. In an industry filled with equally talented artistes, talent isn’t just enough these days. Strategy, visibility, plus a good dose of positioning will give you the winning edge any day.
So what makes our ‘Bottom Belle’ diva irresistible to brands? Leggo!
The Credibility Factor
Credibility in this light means having a high level of talent and expertise in your field. Omawunmi exudes this. From her consistent hits, to splendid music videos, to a youthful brand appeal, Omawunmi is the “Ish” when it comes to contemporary Nigerian Music. Her credibility is a premium trait brands pay for. A known face with a successful career and a huge following is a bonafide candidate for a brand endorsement any day.
The Relationship Factor
No organization picks a brand ambassador that can’t connect with people and engage their fan base. Speaking for a brand is one thing , building relationships with people is another. Omawunmi does that effortlessly. From her social media engagements, to her media interviews, Omawunmi strives to connect the dots by establishing a relationship with her fans which is what brand managers look out for.
The Sustainability Factor
According to Francisco Fernandez,:’ We should strive for consistency. That is my conclusion, It isn’t a matter of how popular is a person in order to choose her/him to be your spokesperson. The first screening question is whether she/he is consistent with your brand’s personality and core values and second how does her/his popularity rank among your target group’. Every brand manager chooses a personality who has been able to sustain their career and can also help sustain their brand’s image. This cap fits Omawunmi. Since being the first runner up in Idols West Africa held years back, Omawunmi has combined her work ethic and drive using them as a tool to sustain her momentum to enviable heights. A celeb must have constancy and lasting appeal. This means that the celebrity should have sustainability and the knack to maintain their image and career accordingly. Some stars might have been in the entertainment business for decades, but wouldn’t be the appropriate choice because they ooze inconsistency.
The Leadership Factor
Omawunmi is one of the most respected women in Nigeria’s entertainment and an inspiration to young damsels coming into the industry. Since being in the industry this multi talented beauty with a spectacular voice has won various awards: In 2009, she won HipHop World Awards Best Female Vocalist; Best Female Music Video 2010 from NEA; Best R’N’B/Pop Artiste 2012 from NEA and a host of other accolades.
She is not only a musician; she is also a compeer as she has hosted many events successfully, one of which was NEA 2010 in New York City. She is also hosted the Headies 2012 alongside MI. This award winning vocal power house is responsible for hit theme songs for major corporations like Malta Guinness, MTN and Mortein.
A brand ambassador has to be inspirational and a role model to others. The main purpose of a brand ambassador is to embody the values, the character, and the overall image inherent to the brand, and use his/her influence to create buzz for the brand he/she is representing.
The Advocacy Factor
One of the pathways for generating buzz for a brand is to recruit brand advocates who will be evangelists, preaching the gospel of that brand. Omawunmi did this with Mortein, during the world malaria day this year. She created awareness and advocated for the battle against malaria through her Mortein theme song: ‘We take a stand’. Advocacy is more about using one’s influence to drive conversation and engagement towards a brand’s cause. This she did enthusiastically.
The tips I have shared with you has the capacity to make you irresistible in your own area of expertise. Your story will be a bestseller that will not only inspire people, but will become a treasure chest that unborn generations will make reference to. Go make it happen
Kehinde Ajose is a sought after talent development strategist, blogger, and publicist who helps people to discover and develop their talents in order to create wealth, and become iconic brands. He is reachable at www.KehindeAjose.com.Follow him on Twitter - @splendidkenny
Op-ed pieces and contributions are the opinions of the writers only and do not represent the opinions of OLATUNJISPEAKS.com.
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