The Influence of Kwaku Ananse's Brand Reputation: A Closer Look

Hey there! Let's dive into the captivating world of Kwaku Ananse, the folksy character from the old TV show 'By the fire side.' Every week, this sly, greedy, and quite naughty fellow kept us on our toes, outwitting people left and right. Yet, after the stories, Maame Dokono would ask us about the lessons learned, and our answer was always the same: 'we should not be like Kwaku Ananse.'

But as I grew older, I realized that Kwaku Ananse was far more complex than those lessons implied. He was a clever and resourceful character, capable of outsmarting powerful opponents and finding solutions to even the most challenging problems. In other words, he was someone worth admiring, if only we could look past his flaws. Sadly, it seems those flaws took center stage over time, and Kwaku Ananse became known for his negative traits rather than his intelligence and creativity.

Taking a cue from Kwaku Ananse, we can discuss brand reputation. Essentially, it's what people think about your brand based on its actions, words, and overall image. We're not just talking about customers here; employees, partners, and even friends all play a role in shaping your brand's reputation.

Brand reputation is about more than just delivering on your brand's promise. It's also about every seemingly insignificant detail – the attitude of your receptionist, the CEO's social media posts, adherence to road traffic regulations, and so on. In essence, every touchpoint matters! A negative reputation will cost you customers, good employees, and potentially your continued existence. On the other hand, a positive reputation can inspire trust, create loyalty, attract positive word-of-mouth, and even help you charge premium prices.

Brands cannot afford an 'I don't care' attitude. A bad reputation can lead to severe consequences, so it's crucial to proactively shape your brand's image in a positive light. Define what you'd like your brand to be known for, deliver on that promise, invest in an engaging online presence, listen to feedback, enhance the customer experience, care for your employees, create a brand style guide, and consider hiring professionals for support.

Additionally, keep in mind that your brand reputation may vary among different stakeholder groups. What’s admired by some might be criticized by others, so it's essential to create a brand reputation strategy tailored to meet the needs, experiences, values, and opinions of various groups. And remember, while consistency is crucial, a one-size-fits-all strategy may not work for everyone.

Finally, consider the importance of a crisis response strategy. Crises can't always be avoided, but a thoughtful approach to addressing them can help mitigate their impact on your brand's reputation. As they say in Ghana, "'edin pa yɛ sen ahonya' – a good name is better than riches." For your brand, nurture a positive reputation, and ensure it remains a good name in people's minds.

Do take note that our dear friend Ananse serves as a reminder that intelligence and cunning can be a double-edged sword. Maintain a balance between innovation and ethics, learning from Kwaku Ananse's mistakes, and you'll be well on your way to maintaining and improving your brand's reputation. Cheers!

The author is a senior lecturer at the University of Ghana Department of Communication Studies ([email protected])

Reflecting on the character Kwaku Ananse, we can draw parallels to the importance of managing brand reputation, particularly focusing on the image and actions that people associate with a brand.
A brand's reputation is not solely about delivering on promises; it's also about the countless seemingly insignificant details that shape people's opinions, such as a receptionist's attitude, a CEO's social media posts, or adherence to road traffic regulations.
A negative brand reputation can lead to a loss of customers, employees, and potential closure, while a positive one can inspire trust, create loyalty, generate positive word-of-mouth, and even allow for charging premium prices.
In shaping a brand's image, it's crucial to be proactive and carefully consider what the brand should be known for, investing in an engaging online presence, listening to feedback, enhancing the customer experience, caring for employees, and potentially seeking professional support.
Brands must tailor their reputation strategies to meet the needs, experiences, values, and opinions of various stakeholder groups, as what's admired by one group might be criticized by another.
To ensure a brand maintains a strong reputation, it's vital to create a crisis response strategy in case unexpected situations arise; a thoughtful and timely approach to addressing these crises can help minimize impact on the brand's standing.
Learning from the mistakes of Kwaku Ananse, who personified both intelligence and cunning, it's essential to maintain a balance between innovation and ethics to uphold and improve brand reputation, combining wisdom with good intentions.