Arriving in Lagos for the first time can be quite overwhelming and intimidating, especially for those who have never operated in a chaotically organised society. It's often a wonder that businesses still thrive in the midst of such chaos.
One thing can, however, be said about this bustling city. Once you can 'package' yourself and your brand, you too will become one of the thriving enterprises.
What is this 'packaging' all about?
When I first came to Lagos, I was armed with my vision, a business plan and youthful energy. I was sure I could conquer this new terrain by sheer will, intelligence and grit. Needless to say I was in for a rude awakening.
Like every major port and city where businesses operate at a fever pitch level, Lagos has its own style and modus operandi. In my case, I was fortunate to have a friend who grew up in Lagos. After hearing me expound my vision, plans and goals, my friend introduced me to the word 'packaging'. This word means exactly what it says – package yourself well for the position and business you want to run.
As an image and etiquette consultant, I have since been able to analyse this peculiar Lagos slang as the exact same language as we do in 'branding' albeit in a 'roundabout' manner.
What my friend was saying to me was simply that in a big city such as Lagos where competition in the business environment is very stiff, it will be difficult for a starter with no prior contacts within the environment, no cultural affiliations and no fat bank account, to attract the attention needed to make a success of the kind of business I was proposing.
I needed to first 'package myself and my brand in a way that will make the brand appealing to my prospective clientele and partners.
The "law of attraction" simply states that "like attracts like". If you want that fat account in your bank, you must position your bank as the right bank professionally poised and equipped to handle that client's business. Similarly, if you are looking for support for your business from your bankers, you must position your business as a solid, reliable and professional outfit with the requisite technical manpower to handle the loan your organisation is seeking.
I took this advice to heart, explored and imbibed all the strategies for good 'packaging' in business; and I must say that till date, this word and its meaning have opened up a whole new vista in my world.
The rule to 'packaging' is very simple. It is the same rule that guides etiquette and attraction. "Like attracts like" and "birds of the same feather flock together." These are popular sayings that come close to explaining what the Lagos 'packaging' idea means.
Let us now take these sayings one after the other and try to apply each to what 'packaging' signifies.
Like attracts like – Organisations spend a lot of money sponsoring projects that they hope will not only position them positively in the minds of their customers but also build brand affinity. Such projects are usually undertaken either as part of their corporate social responsibility or as an outright profit based sponsorship and partnership initiative.
The end result targeted is both to grow their client base and to ensure that the customers already on their list do not 'port' to another network or organisation.
Another way organisations brand themselves to be attractive to prospective clients is through excellent customer service. This is where refinement, manners, courtesy and respect come to play.
Birds of the same feather flock together – Businesses look for other businesses that will add value to their organisations. No organisation wants to do business with an organisation whose values and ethics do not align with its. This is typical of American businesses that are governed by their country's zero tolerance for corruption and of those multi-national organisations that are bound by the international transparency and ethical codes for business transactions.
This means that any Nigerian organisation doing business with an American company or with a multi-national must package its brand to reflect the values and codes that govern their prospective clients.
Another example is during recruitment organisations will most likely employ individuals whose skill, professionalism, appearance, lifestyle, career and personal goals align with theirs. This is why some employees are often head-hunted by organisations because of the perceived value they can add to their outfits.
To illustrate further, imagine that you received an unwrapped gift or a gift without a box. Being unwrapped, you already can tell at a glance what the gift is. So, naturally, it doesn't arouse any curiosity and so, you show no further interest in it except to eat it. Indeed, the mere fact that it came unwrapped immediately diminishes the value of it and the esteem with which you initially received it.
Then, imagine you received an exquisitely wrapped gift, with lovely satin bows and artful wrapping, the chances are that your interest and curiosity in that gift will be high. You will receive that gift into your personal space more than you would the unwrapped package; you will also take your time to unveil the packaging so as not to spoil the gift within. This analogy is exactly what Lagos means by 'package yourself'. It means, 'give yourself a fighting chance to succeed in this competitive environment and it means, position yourself positively to at least be let into the office to state your case.
If you therefore want to succeed in any competitive environment, you have no choice but to give due attention to the dictates of the "law of attraction" and to the values of positive thinking.
In addition, you must also develop your etiquette skills. After all, good manners never go out of fashion.
