From: Femi Oyelola in Kaduna
At the recent 4th edition of the Top 100 Kaduna Destination Brand Excellence and Merit Awards, notable figures from Nigeria’s business and sustainability sectors shared valuable insights on the interconnected themes of branding and sustainability.
Prince Ayodele Arokoyo, a Fellow of the Institute of Management Consultants of Nigeria and CEO of Multiplus Consult Limited, along with Olanike Olugboji-Daramola, Executive Director of the Women Initiative for a Sustainable Environment (WISE), delivered compelling presentations that highlighted the importance of these concepts in today’s business landscape.
Prince Arokoyo began by demystifying branding, defining it as “a name, trademark, or symbol that distinguishes a product or manufacturer from others in the market.” He elaborated that a brand can be any “product, service, or concept that is publicly recognized as distinct from others,” facilitating clear communication.
According to him, a brand encompasses “a name, term, design, symbol, or any feature that differentiates one seller’s goods or services from those of others.”
He outlined the value of branding, emphasizing that it fosters customer satisfaction and loyalty, drives sustainable development, and engages all stakeholders.
“Do you really know what a brand stands for?” he asked the audience, adding, “Anyone can easily create a brand, even without a formal office or official letterhead.”
Prince Arokoyo listed five elements of branding—brand voice, brand identity, brand promise, brand values, and brand targeting—and described brand strategy as “the long-term plan to achieve goals that ultimately lead to the identification and preference of your brand by consumers.”
He presented a four-step roadmap to building a successful brand: (1) define how you want to be perceived; (2) organize your business around that promise; (3) communicate the promise; and (4) maintain consistency.
He highlighted five key qualities of a strong brand: an authentic personality, consistency, a focus on a niche market, a reflection of the community it serves, and excellent products or services.
In conclusion, he delivered an inspiring message: “Be the first to take pride in your brand, and loyal customers will follow. Be your own brand ambassador and promote your brand.”
Following the branding session, **Olanike Olugboji-Daramola** presented on “The Imperative of Sustainability in Hospitality.”
She explained that the hospitality sector, which experiences high consumption and waste generation, faces increasing pressure to adopt sustainable practices due to climate change. She outlined the three pillars of sustainable development—economy, ecology, and equity—linking them to the United Nations Sustainable Development Goals (SDGs).
Core strategies discussed included energy optimization, economic empowerment, ecological conservation, and equitable engagement.
She demonstrated how hospitality brands can align with SDGs such as SDG 11 (sustainable transport), SDG 10 (cultural sensitivity and accessibility), and SDG 15 (biodiversity conservation), while also contributing to disaster risk reduction (SDG 13).
Ms. Olugboji-Daramola cited traveler preferences: a 2022 survey found that 41% of tourists chose sustainable accommodations to minimize environmental impact, while 31% valued better treatment of local communities.
She highlighted the priorities of European hoteliers—energy efficiency, waste reduction, and water conservation—and presented examples of sustainable tourism models, including rural tourism, community tourism, and initiatives focused on biodiversity.
She called for the establishment of public-private partnerships, collaboration with NGOs, and the provision of education and training to integrate sustainability into hospitality branding. “Sustainability is not an option; it’s a responsibility,” she emphasized, urging attendees to “reduce waste, conserve resources, source locally, obtain certifications, share authentic stories, and be transparent about efforts.”
Both speakers underscored the connection between branding and sustainability. Prince Arokoyo’s assertion that “we are all brands—whether as a company or individuals” resonated with Ms. Olugboji-Daramola’s call for every hospitality operator to become a brand ambassador for sustainability. The event concluded with a clear message: building a strong brand and embracing sustainability are essential for success in today’s business environment.
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