By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.From the pool of Brand Strategists who love to play big with Multinational Organizations or the Top brands in the industry, Maria Tofowomo has drafted a niche for herself as she has lent her knowledge to SMEs and has grown them into major brands today. Maria Tofowomo is a brand visionary, gifted with an eye for the potential viabilities of SMEs, through the light of her years of experience as well as knowledge gained in the scope of brand development and management, corporate communication and digital marketing strategy.Having an efficient and well laid understanding of the numerous challenges faced by SMEs in the Nigerian market, she believes in the concept of “Value for Money”(VFM) and in that regard, ensures that SMEs carried by her company enjoy the maximum benefits derivable from the services and consultations it acquires within the resources available to it.”The Brand Genie” is the Founder and Creative Director of CrystalReece.CrystalReece – Crystal is transparent, Reece is fiery/ardent and together they project clear brand strategies that pierce through to the consumers/clients and have great effect on the bottom line.Maria Tofowomo was hosted by the City People Online Team where she spoke about how her passion and creativity drove her into been a strategist. Enjoy
Let’s meet you
My name is Maria Tofowomo; I am into brand development, digital marketing, strategy and contents, something in the now.
What inspired you into being a brand strategist?
The world has evolved into something new and dynamic. It’s no longer, an arena for the traditional way or method of solving problems. So, I decided to develop myself so as to fit into the new space and bring about ideas and strategies that would move the world forward.
At what point did you take a bold step to become a brand strategist?
It was 4 years ago at my former place of work. We were all still used to the traditional ways of handling things and we had a consultant then, who was always bamboozling us, so I said to myself, this thing shouldn’t be so difficult. So, I did some research, enrolled at a school abroad and I discovered that it wasn’t as difficult as it was painted and I fell in love with it. I did more case studies, did some practical, analyzed them and I said Oh! My God, so one could see everything going on at the back end. You could see the data as it is a data-driven world”. I found it so interesting, that it motivated me and since then, I have been improving on myself.
How tough has the Journey been so far?
It’s been fun. Before, I was into paid employment, but now I am doing this full time. Currently, I have more than 10 SME brands that I’m handling. I found out that most SME brands are scared because they think it is very expensive to run a social media or digital campaign for their brand. They just want to sell their products and they’ve had this issue with web-masters, who have held them to ransom, so I decided to take them on, strategise for them, give them the same feeling that you get from a large brands. I don’t just take them up, I digest and analyze their brands, to know why they are. where they are. What they can do to be better. I provide them brand development solution, effective content strategy and all other relevant measures that would ensure success. I also do social media management; I manage their brands for them. Advise them on the type of content that should be posted. We do digital marketing planning and I make my clients feel relaxed to the extent that they know the content that goes up and they could go to sleep, while I handle the rest and they get the money.
What really took you to the Branding industry?
It’s all about creativity. Along the line, I got married to someone, who is into entertainment, so I had to just take the back seat, so he could strive and I asked myself what else can I do and he said, you know what? Improve on yourself and I went for my Master’s and that was where the connection started. The creativity is inborn, so all I had to do was bring up that creativity on what I wanted and I love to talk, I love to connect and proffer solutions to branding challenges. Digital is all about connecting and bringing solutions.
How does it make you feel knowing that you have branded your husband into what his brand represents today in the entertainment industry?
It makes me feel good, at a point when I decided to start this afresh; I said I would not mention the brands, so that people would not say it was a family thing. He told me to be proud and show/tell people what I have done and achieved. Whoever can handle him can definitely handle any other brand because if you deal with someone, who is as intelligent as him, then you sure can do better with other brands. We’ve been able to connect so well and it’s been remarkable. We’ve been able to define that brand so well that I am so proud of it. The sky is just the beginning and I hope that I would be able to replicate that for so many other brands that I am working on.
What’s next for CrystalReece?
For CrystalReece, our SMEs are doing so well. We are planning a seminar; I discovered that places such as Ogun State, Oyo State and the likes need to be more aware about the digital. We are planning a seminar come July, where the SMEs can come together and learn how to “Do It Yourself, it’s a DIY101 – Social Media. They would get to learn basics about their brands, what to post and what not to post, how to engage their customers and translate their services into profit. At the end of the day, return on Investment is the major thing, so that is what the seminar would be about.
What were your early years like?
My father was a soldier, he is retired now. My mother was a trader at a time and then she made me fly. At a time, I wanted to study law, things didn’t work out for me well with Jamb, so I found myself in the Creative arts department. I used to do jingles for multinational organisations back then, with the likes of Kenny Badmus, I did dance with the likes of Segun Adefila. I did many things when it comes to creative arts. My creativity and versatility has really helped me because I have been a part of every aspect of business. I love what I do and passion is what brings the money, and mine is all about passion.
Tell us about your educational background
I obtained my first degree in Creative Arts from the University of Lagos and my master’s degree in Media and Communication from the prestigious School of Media and Communication Pan-Atlantic University, Lagos. I further obtained an Advanced Certificate in Strategic Brand Management from the London School of Business and Finance, UK, a diploma in Digital Marketing from the Chartered Institute of Marketing, UK, as well as a certificate in Integrated Brand Experience from the Orange Academy, Lagos. I aman Associate Member of the Nigerian Institute of Public Relations and the Chartered Institute of Marketing UK, respectively.
Your wealth of experience?
I have worked with organizations such as Stanbic IBTC, LAPO Microfinance Bank, and Overland Airways; i carried out several successful and impactful campaigns that translated to the bottom line. With over 7 years cognate experience as a Brand Communication Professional, i birthed CrystalReece Media – a creative and brand strategy company for SME’s, to create compact campaigns with very high consideration on SME budget, as well as applying same business principles as large brands to yield positive results and business growth to compete in the market place.
What other projects are you on?
I am on the board of the Shuga Limb Foundation. I have successfully championed the initiative and Public Relations for the Shuga Limb Foundation for the past 7 years, and was instrumental in building relationships with British Airways, Nigeria-Britain Association, Promasidor and so many media partners in the course of these projects.
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