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The Visibility
Collins Dictionary defines visibility as ‘how much is seen or noticed by other people’. Visibility is very important in corporate-brand communication; it hinges on who sees your corporate brand and the level of the brand’s attributes retention and retrieval among your targeted consumer segment. On the other hand, corporate brand visibility is a scientific approach as it leverages on corporate profit line, it is also about how many consumers of a target market sees a brand, where is the brand seen, how often is the brand seen, what other aspects of the brand in terms of brand attributes, associates and themes are seen, will the brand be noticed among many competitive brands under common consumer conditions? Finding answers to these simple visibility questions are the primary challenges facing many brands across business sectors such as the Ghanaian banking sector.
Generally, universal commercial banks are driven by the competition to invest extensively in their brand positioning efforts. Brand positioning efforts are activities employed to boost up a brand’s aesthetic differences among competitors and at the same time registering the brand’s visibility in the minds of consumers which subsequently translates into increase in sales and business profit. Majority of the banks seems to be on top of their brand positioning efforts. For instance, the banks highlights what they stand for, touching on the benefits of their services and products to the consumer and also use all means to differentiate their respective brand from their competitors.
Managing corporate media visibility
Attention should be paid to corporate media visibility. For, it is not just about appearance but an empirical research offering critical understanding and finding answers to what I refer to as corporate’s Media Platform Visibility Matrix ( MPVM ) score ratings. A simple question to all strategic corporate communications departmental heads within the Ghanaian banking sector is this – What is your bank’s annual visibility scores of 2020 in terms of the following score matrixes ? First, how did you perform across -the-board of your competitors’ corporate and CEO visibility? Again, what are the thematic and topical areas of your online and social media brand conversation? Furthermore, what is your brand’s media sentiments ratings on both traditional and online media? What is the identity of banking brands’ influencers relating to your brand? What is your total media mentions on traditional, online, and social media (Facebook, Instagram, Twitter, YouTube, […]
