Thread by @PTChimusoro

BRANDING INSIGHT: MATIGARY

I once said that one day @matigary would be considered as a PR case study, this was after the great “unmasking” by Pachedu. Today I want to share some few thoughts on how his story can provide some little wisdom for branding.

THREAD.

1. Consistency of Content. Many people knew Matigary towards Zimbabwe’s 2018 elections. He kept sharing content on governance, politics and predictions of the outcome. Many of which came true. He became a trusted source, and many people followed him. Being consistent is useful.

In a world where people are trying to be so many things, having a consistent message helps your brand to stand out for something. When someone wants to do something that relates to your brand message you easily come to their mind. Consistency also builds expertise.

2. Image. Since I started following Matigary, he’s not changed his Avi. When scrolling through the timeline, the moment the image pops on the screen, one easily relates it to “Mati”. What’s your brand’s image? What visuals associate with your brand and are unforgettable?

Visuals matter, they provide a stimulus to the mind. A broad smile with white teeth showing, brings @Colgate to mind. Be intentional about the images that your brand will associate with especially at a time when cultural factors are being considered in branding.

3. Punch line. Again, the phrase “Batai Mazwi” became popular. Although one can find the song in Leonard Zhakata’s song, but “Mati” made them popular on the TL. What is your punchline?

Coca Cola- Open Happiness.. It’s not for big companies only, but even for startups. Don’t be afraid to come up with a line that defines your philosophy, that excites your target market and that inspires you.

4. Circles. When one looks at Mati’s interactions, you realize he is close to quiet a number of insightful people and people who are in positions of authority. There is something about associations which provides strength to a brand. Affiliation matters.

You cannot be superior when you surround yourself with the inferior. You should set up superior standards for yourself. If you want your brand to easily grow in strength, associate with strength not weakness. Network with the skilled, quality and useful brands.

5. All publicity is positive publicity. I make reference to an incidence where Pachedu went on a spree to expose Matigary. This is an exercise which could have sent someone away from the internet, but for Mati it brought him more followership. People became keen to know more.

When unfortunate events happen to your brand, take it with strength and be firm. Be bold in adversity and sooner or later people will flock to you. In today’s market, where there’s clutter, it takes a lot to get people talking about you, so take the publicity with grace.

May your brands stand out!