By Ayo Onikoyi

Taye Paul Olubayo, Vice President of Digital Media Practitioners of Nigeria and a seasoned expert in digital and strategic communications, has emphasised the critical role of external communications in building and maintaining a strong brand.

In an interview, Olubayo outlined key aspects of effective external communications:

“External communications is the sum total of how brands connect with their customers, investors, and the public,” Olubayo explained. “It helps convey the brand’s values, mission, and unique selling propositions.”

He stressed that clear and consistent messaging builds trust and shapes perceptions, influencing purchasing decisions and increasing brand loyalty.

“Every interaction—whether through press releases, social media, crisis management, or customer service—affects how the brand is perceived,” Olubayo stated.

Transparent and well-crafted communications foster credibility, while inconsistent messaging can damage a brand’s reputation.

“A well-articulated message highlights a brand’s unique strengths and values, setting it apart in a crowded marketplace,” Olubayo said.

He also stressed that knowing the correct tools and platforms is as important as having the message.

“During a crisis, timely and transparent external communication is essential,” Olubayo emphasised.

He highlighted the importance of a proactive communication strategy to manage public perception and rebuild trust.





https://www.vanguardngr.com/2025/03/critical-role-of-external-communications-in-building-a-strong-brand-taye-olubayo/