EDITOR’S COMMENT

How to remain consistent in an inconsistent world

With the world in a constant state of evolution, we are continually driven to adapt. This is usually in the form of technology.

However, the one thing that remains, especially in the business events sector, is the human connection. This sector thrives on connecting people and creating environments where people have the opportunity to make worthwhile connections.

This past year saw a return to what we considered ‘normal’ prior to the pandemic.

However, it hasn’t by any means been an easy year. In fact, some have said it has been one of the most inconsistent years.

I think the word ‘inconsistent’ is certainly apt to our current working environment.

Incoming business is inconsistent and generally, the lead times are short, the targets are unrealistic, and the budgets are too small.

What creates consistency? Can a plan of action bring consistency?

I recently spoke on a webinar panel with respect to Branding Africa, hosted by Niche Partners. One of the topics we discussed was the importance of social media in branding your company and identifying the platforms that businesses in Africa should be utilising?

What become apparent was that the ‘message’ is key in any branding exercise and sometimes, having no clear message can also damage your brand reputation.

Consistency here is also key. When choosing what you would like to promote, ensure that you remain consistent with that message throughout all your marketing campaigns.

What makes a brand? I suppose it is the brand’s culture, its leadership, and fundamentally, its people. They represent the brand, they become the brand, and they are your strongest asset.

I have been rather fortunate to work with some talented individuals over the years. I am grateful they are part of my professional journey.

Gratitude is something we all seem to forget, at times. A colleague reminded me of the importance of gratitude.

I do have a lot to be grateful for. Firstly, my family and their unwavering support, and my friends. Of course, I am grateful that over 20 years ago I was introduced to this sector and had the privilege of meeting so many wonderful people who have since become lifelong friends.

I am most proud to be part of a sector that truly makes a difference in the world. In this issue, we have two case studies featuring two international associations that have hosted events in South Africa, highlighting the contribution and impact these events have had on our country and the African continent as a whole. I salute the South Africa National Convention Bureau for the work being done in bringing these events to our country.

In a world of go, go, go, take some time today to reflect on what you are most grateful for.

Irene

Email: gomesi@iafrica.com