Friday, February 17, 2017

Personal Brands on Social Media - Where’s Yours?

Perhaps you are blown away by the amount of personal branding that is taking place on social media. Nowadays, it seems as if everybody has a brand. If you’re trying to figure things out, this Master Your Brand column is just for you. Specifically, this column will address the following scenario:

You have launched a personal brand, but you are not building valuable and engaged communities, and are not seeing the impact and financial reward you hoped to receive.

Two points. I know where you are. And, you are not alone. 

As an experienced marketer, here’s how I define personal branding: A personal brand is the attachment of stories, theories, ideologies and philosophies to a person or living creature. 

Already branded yourself but don’t see any growth?

Personally, there’s nothing more disappointing than wasting my hard-earned money. If you’ve done any consulting work, then you know how to build and manage or build and deliver for the client to manage. I have done a lot of both.  I have built many personal brands that are still going strong today because they had a strong management plan. And, I have built brands that remain unpublished while their owners seek resources to invest in their upkeep. Building and maintaining a brand requires a consistent stream of uninterrupted time and capital resources. If you’ve already taken the plunge and now want to kick start your brand into high gear, consider the following questions: 

  1. Do you have a clearly articulated mission for your personal brand? 
  2. Do you have time to share or have a budget to hire someone? This can start out on a contract basis. 
  3. Have you identified your community of followers, understand their need to interact with your brand, and do you know their online and buying behaviors? 
  4. Do you have branded materials and messaging already created and ready to be shared? 
  5. If you were to sell something, do you have access to the resources to deliver it? 


If you have not created your mission statement, my book, Seen and Sustained, will help you. You may download it from Amazon.com. The book will also share what other brands have done, and it helps you create a tactical schedule as well so that you maintain a consistent level of activity. You get to set your own pace or your brand’s, however, the goal is to start. And, remember that your resume is also a marketing document, so if you don’t choose the personal brand approach through online channels and social media, consider having an electronic business card created for yourself. You’ll still need to determine your brand mission, and you can use the above information to begin the process. 

Visit MBE magazine’s Winter Issue 2017 for the rest of the story.

#thinkBIG!


Akia (Garnett) Ashmond Brew, MBA, is director of marketing for the International Economic Development Council, an author, and an international speaker. She is also chairman of Brandbuilder, and an adjunct published professor of business, marketing, and consumer behavior at Trinity University in Washington, D.C. Follow Akia on social @AkiaGarnett and visit her blog – AkiaGarnett.com

Thursday, February 16, 2017

Africa Not Holding Its Breath For Trump on Trade

By Grant Clark, Urban News Service  

After a two-year election campaign and weeks into his presidency, Africans still have no idea how Donald J. Trump plans to deal with this continent of 54 nations. 

Since the launch of his political career, Trump has barely mentioned Africa, home to six of the 12 fastest-growing economies in the world, let alone share insight into his foreign policy thinking. All Africans, and anyone interested in U.S.-Africa relations, have got to go on are a few disparaging tweets, posted in the years before his run for office. 

In one 2015 tweet, he called South Africa, the continent’s economic powerhouse, a “total and very dangerous mess”.

In another, he said: “every penny of the $7 billion going to Africa as per Obama will be stolen.”

Officially, the response to Trump’s presidency by African leaders has been muted. 
But when two African countries were recently included in the executive order banning travel to the U.S. from six predominately Muslim countries, the outgoing head  of the African Union Commission, Nkosazana Dlamini-Zuma, lashed out, saying “The very country to whom our people were taken as slaves during the transatlantic slave trade, has now decided to ban refugees from some of our countries."

On social media and privately, many Africans regard Trump’s tone and his silence on Africa as part of a general negative attitude towards their continent.  “When you watch the news in African countries, people are alarmed by what they see coming from the White House,” said Kwaku Nuamah, a lecturer at American University’s School of International Service in Washington.

But given America’s track record on African trade and investment, some in African business circles say they are neither surprised nor alarmed by the absence of any foreign policy direction on Africa.  “Many people were expecting closer relations [with the U.S.] while Obama was in there but that didn’t happen,” said Kebour Ghenna, director of the Ethiopia-based Pan-African Chamber of Commerce and Industry, a body representing African business.

“And they don’t expect that to change with Trump,” Ghenna said. 

Nuamah agrees. “Expectations are very low. Whatever [Trump] does will exceed expectations,” he said.

The three previous U.S. administrations all had high-profile programs aimed at boosting aid, trade and investment in Africa. In 2000, President Bill Clinton enacted the African Growth and Opportunities Act (AGOA), which enabled qualified African nations to grow exports by allowing duty-free access to American markets. President George Bush introduced the President’s Emergency Plan For Aids Relief (PEPFAR), providing billions of dollars in aid to fight the continent’s HIV/Aids pandemic.

President Obama maintained both those initiatives and launched a few of his own, in historic fashion. In his second term, he announced a $45 billion energy project seeking to electrify 60 million African homes and businesses as well as other efforts to promote Americans doing business in Africa.  

Obama went on to become the first American president to host a U.S-Africa Summit with African heads of state at the White House in 2014, intended to strengthen relations. Yet his efforts paled in comparison to those of another foreign power deeply engaged with Africa: China. It was a disappointment for some in a president with personal ties to the motherland.

China surpassed the U.S. as Africa’s biggest trading partner in 2009. Sino-African trade has grown in leaps and bounds since, rising to $210 billion in 2013 – more than double that of the U.S-Africa trade in goods that year.

America’s trade with African nations, on the other hand, dropped from $125 billion in 2011 to $99 billion the following year to $85 billion in 2013, according to Washington-based think tank, the Brookings Institution. Last year, Obama announced that U.S direct investment in Africa had risen 70 percent during his presidency.  But it still lagged behind China.
At an annual China-Africa Summit in South Africa in 2015, China pledged to invest another $60 billion in loans and investments into African development.  The main sectors benefiting were transportation, such as rail and road infrastructure development, energy and mining.  

Meanwhile, Trump has all but declared a trade war with China. Should he fulfill campaign promises, they could include officially labeling China a currency manipulator and bringing trade cases against China in the U.S. and with the World Trade Organization (WTO). 

Whether Trump will decide to take his fight to the Chinese on African soil is anyone’s guess, although some analysts suggest that his “America First” outlook suggests a dialing back of American engagement on the global stage. 

But challenging China as a competitor for economic dominance in Africa is a battle the U.S. is unlikely to win, Ghenna said.  “There is already a momentum with China that is difficult to restrain.”



                                                                 ###