Brand strategist and IT systems consultant Richmond Asare has cautioned entrepreneurs and business owners against reducing branding to logos, colours, and social media visibility, stressing that a brand is ultimately defined by reputation and consistent delivery.
Speaking on Springboard Hangout with host Comfort Ocran, Mr. Asare said many businesses mistakenly believe branding begins and ends with visual identity, while overlooking the customer experiences that shape public perception.
“A brand is basically your reputation,” he said. “It is the perception people have about you, your product, or your service. If you promise something and fail to deliver, that becomes part of your brand.”
According to him, businesses spend significant resources on attractive logos, taglines, and promotional materials but often neglect the operational excellence required to sustain customer trust.
He added that it takes years to build a strong reputation but only a single negative customer experience to damage it. “It is very difficult to build a brand, but it is very easy to destroy it,” he noted, explaining that dissatisfied customers can quickly spread negative experiences through social media and word of mouth.
The Brand strategist identified customer service, reliability, and consistency as the foundations of every successful brand, arguing that businesses must focus on what happens after attracting customers rather than merely gaining visibility.
He further advised young entrepreneurs to prioritize building credibility before pursuing profits. Drawing from his own career journey, he encouraged young professionals to volunteer, offer services at reduced rates when necessary, and focus on creating a track record of results.
“People want to see evidence before they can trust you,” he said. “You need to build something that proves your value.”
The consultant also urged businesses facing reputational challenges to listen carefully to customer feedback instead of responding with pride or defensiveness. According to him, customers ultimately determine a brand’s position in the market. “You do not own the market. The customers decide,” he said. “Take their feedback seriously and work on it.”
Mr. Asare maintained that technology and social media have made it easier than ever for businesses to understand customer sentiment, improve their products, and strengthen relationships with consumers.
He added that every individual or organization already has a brand, whether intentionally built or not. “People are watching you, and people are experiencing you,” he said. “Whether you like it or not, you have a brand. Just be intentional about it,” he said.
Watch the full episode here https://www.youtube.com/live/qXYZG3gdLzw?si=YTO4qBfmkLkk1PxK
About Springboard Hangout
Springboard Hangout is a funducative, youth-centred show hosted by Comfort Ocran. It features inspiring stories, practical skills, and real-life experiences aimed at educating, entertaining, and equipping the next generation. The programme airs every Saturday at 4:00 PM on Joy Prime TV and on the Springboard Channel on Facebook and YouTube.
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