‘Branding has evolved into a highly personalised and interactive process’

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Vicki L. Otaruyina is an award-winning elevation coach, strategic marketer, and global market expansion consultant. She is the founder of Effective Marketing Solutions and co-founder of Ruyina Global, helping businesses achieve global impact through innovative marketing strategies. With over 19 years of experience, she leads initiatives that drive visibility and growth across various industries. Otaruyina in this interview with BusinessDay’s Stephen Onyekwelu talks about the cross-border opportunities that Nigerians could harvest in the Caribbean and Latin America with specific examples. Excerpts

What are some defining moments in your life and how have they influenced your career development?

Coming from a small Caribbean island like Barbados, I’ve always deeply loved global cultures and spaces. My journey began at 16 years old as an exchange student in Venezuela, and later I continued my studies in Barbados and the United States of America. I then completed my master’s at the University of Leicester in the United Kingdom.

Later, my path led me to Switzerland, where I attended a conference at the United Nations Headquarters in Geneva. These experiences broadened my worldview and ignited my passion for international connections.

In 2018, after meeting my Nigerian husband, I began to learn more about Africa. Together, we discovered our shared purpose: to bridge the gap between the Western world, particularly the Caribbean, and Africa. This vision led to the creation of Ruyina Global, which was registered in both Barbados and Nigeria.

Our Nigerian office focuses on project development, primarily in the sector of integrated mechanised farming, while the Barbados office serves as the consultancy arm. Our consultancy is dedicated to helping Nigerians and Africans develop strategies to expand their products and services into Caribbean markets. Recognising a gap in the Caribbean for such services, we seized the opportunity to fill it.

Additionally, we offer services to individuals seeking to invest in the Caribbean and Latin America, providing them with the tools and resources necessary to make informed decisions.

One of the most defining moments of my life was visiting Nigeria in 2021. This trip profoundly shifted my perspective, as I witnessed firsthand that the narrative and images often portrayed of Africa over the years were far removed from the continent’s reality and authenticity. This eye-opening experience deepened my passion for Africa and inspired the creation of The Africa Guide LLC, with branches in the USA, Nigeria and the UK.

Our mission is to present the true authentic stories of Africa, particularly to the Caribbean audience. Through a series of impactful projects, we aim to illuminate the seldom-seen greatness of Africa, highlighting its rich cultural diversity, exquisite cuisine, vibrant fashion, art and entertainment, education, abundant natural resources, vast tourism, investment and business opportunities, diaspora connections and more. Although social media has done quite a bit to reveal the real Africa, there remains much work to be done to fully showcase the continent’s extraordinary potential.

As the Group CEO of The Africa Guide, my goal is to close this gap and provide a platform for authentic stories from all 54 countries of Africa to be shared globally all in one place.

I can’t forget to mention the impact that African fashion, specifically Ankara fabric, had on my life. I was truly blown away by the beautiful materials available in Nigeria and saw a unique opportunity to bring authentic African fabric to the Caribbean.

This experience led to the creation of V&S Prints and Designs, which now provides genuine African materials to the people of Barbados and the wider Caribbean.

You’re a branding expert, how has this space evolved and what are some of the recent trends?

Branding is much more than just a logo or a catchy slogan. At its heart, branding is about creating a unique identity for a product, service, or company that makes it stand out from the competition. It’s about building a connection with customers so that they choose your brand over others.

This involves creating a recognisable look, defining a clear message or voice, and using smart strategies to position the brand in the market. It also means making sure that customers have a consistent and positive experience with the brand, no matter how or where they interact with it.

When I look back at the television ads of the late ’80s and ’90s, it’s clear that brands like Nike and Coca-Cola understood this well. They used storytelling and emotional appeals to show the experience of wearing Nike shoes or drinking a Coke—making those brands synonymous with action and refreshment.

As a teenager, I remember wanting to buy Nikes because of how they were portrayed—fast, powerful, and just what you needed to “just do it.” Similarly, the refreshing “Aaaaah” after a sip of Coca-Cola on screen made us believe it was the ultimate drink for quenching thirst.

Fast forward to the 21st century, and the internet and social media have completely transformed how we interact with brands. I remember using the internet for the first time in the mid to late ’90s, and suddenly, we could visit websites and explore what companies were doing, opening up greater choices and competition. This shift pushed brands to start incorporating digital channels, focusing on online advertising and email marketing.

The real game-changer came in the 2000s with the rise of social media. This was the ultimate “paradigm shift” for brands worldwide because they now had direct access to consumers and could engage with them in real time on platforms like Facebook.

I recall being in the USA in 2011, where every company, after a purchase, asked for an email to send a survey. Brands were beginning to focus heavily on data analysis to drive their product and service decisions, better catering to customer needs and continuing to develop their brand.

The COVID-19 pandemic further accelerated digital transformation, with brands increasingly relying on e-commerce, social media, and digital engagement to connect with consumers. Today, with the advent of AI and virtual reality, branding has evolved into a highly personalised and interactive process, allowing companies to create even deeper emotional connections with their audiences.

Branding has truly evolved, and my own experiences over the years have shown just how far it has come.

What is your experience of personal branding and what lessons can young professionals and entrepreneurs learn from you?

Personal branding has, first and foremost, to do with understanding who you are and what you stand for. It’s about clearly defining your values, strengths, and unique qualities that set you apart.

My experience with personal branding has taught me the importance of being authentic and consistent. In today’s environment, it’s crucial to present a genuine image that aligns with your core values, as this builds trust and credibility with your audience.

For young professionals and entrepreneurs, the key lesson is to be intentional about how you present yourself, both online and offline. Your brand is the story you tell the world about who you are, so it’s important to craft it thoughtfully. This includes everything from your social media presence to how you network and the way you conduct business.

Another lesson is the value of continuous learning and adaptability. As you grow and evolve in your career, your brand should reflect that journey. Embrace opportunities to expand your skills and knowledge, and don’t be afraid to refine your brand to reflect new experiences and insights.

Finally, remember that consistency is key—ensure that your actions, communications, and decisions all reinforce the personal brand you want to build.

Where are the opportunities for cross-border collaborations among Nigerian professionals and those of the Caribbean and South American countries?

From the research I have done, Nigerians could partner with universities and other institutions to provide expertise in the areas of agriculture and agribusiness. In this area of capacity building, I have seen organisations such as the U.S. Department of State partnering with other organisations within Africa to sponsor agricultural training and provide exchange one-year exchange programmes in the field. I believe a similar model can be used here in the Caribbean where exchange programmes are created between both regions and Nigeria to create opportunities to learn and grow.

In the area of the creative industries, Nigerian, Caribbean and Latin American professionals can collaborate in the film and music industries, producing content that highlights cultural diversity and reaches global audiences.

Fashion is another area of opportunity. I always believe that there can be limitless cross-border partnerships in fashion which would merge African and Caribbean influences, creating unique clothing lines and art that appeal to international markets. The sky’s the limit.

Let’s talk about business and entrepreneurship. It is so important that we consider creating networks and hosting conferences which of course would facilitate the exchange of ideas and business opportunities between professionals from the African Caribbean and Latin American regions.

Lastly, in the medical and pharmaceutical sectors, cross-border partnerships in research and development can play a crucial role in producing affordable medicines and addressing common health challenges.

This collaboration can yield significant insights. When I travelled to Nigeria, I was surprised by the wide variety of medications manufactured there. I used a few that worked exceptionally well for me—better than some of the North American brands we often rely on here in the Caribbean. The expertise of Nigerian medical and pharmaceutical professionals would be immensely valuable to this region.

With the trade barriers which exist, there are so many different opportunities that can be considered. Nigerian businesses looking to expand can partner with Caribbean and South American companies to enter new markets, leveraging local expertise and networks. In the area of renewable energy, I would like to see us come to a place where Nigerian professionals can share expertise and best practices in implementing and scaling renewable energy solutions with our regions.

Where are the investment opportunities in the Caribbean and Latin American countries for Nigerian entrepreneurs and investors?

Having done extensive research on investing in the Caribbean and Latin America, I often emphasise that while there are significant barriers to cross-border trade, there are still numerous promising investment avenues, especially given the vast experience of Nigerians and Africans in various sectors. Some key areas of opportunity include Tourism and Hospitality, Agriculture and Agro-processing, Renewable Energy, Real Estate and Infrastructure, and Technology and Innovation, among others. The key to success in these regions lies in understanding the local market dynamics, cultural nuances, and regulatory environments. Navigating these factors effectively is crucial for capitalising on the opportunities available.

Tourism and Hospitality stand out, with potential in boutique hotels, eco-resorts, and cultural tourism. Agriculture and Agro-processing also present lucrative opportunities, particularly in organic farming and agro-industrial processing which Nigeria and other nations have well advanced in their techniques that can be taught here in the region. Additionally, Renewable Energy investments are gaining traction as both the Caribbean and Latin America shift towards sustainability, with solar, wind, and geothermal projects in demand.

In Real Estate and Infrastructure, urbanisation and economic growth drive opportunities in residential, commercial, and infrastructure development. The Technology sector is rapidly evolving, especially in fintech, e-commerce, and tech startups, making it a fertile ground for innovative investments. Once again, my understanding of the local market dynamics and cultural nuances is crucial for success in these regions.

There was a recent wave of citizenship by investment in the Caribbean and many high-net-worth individuals from Nigeria sought out this opportunity. How does this work?

Some of the nations currently offering citizenship by Investment programmes include St. Kitts and Nevis, Dominica, Grenada, and Antigua and Barbuda. Nigerian applicants, like others, must undergo thorough background checks and meet the investment requirements stipulated by each country’s programme.

This process ensures that only qualified individuals who contribute positively to the country’s economy are granted citizenship.

This process of citizenship by investment in the Caribbean typically involves one of the following investment options:

Real Estate Investment – This is where Investors can purchase government-approved real estate, usually with a minimum value set by the country. The property often needs to be held for a specific period, usually 3-5 years, before it can be sold.

Government Donation – Individuals can make a non-refundable contribution to a national development fund or a similar government fund. This donation supports various public projects, such as infrastructure development, education, and healthcare.

Business Investment – Some programs allow investment in government-approved businesses, such as tourism enterprises or startups, contributing to the country’s economic growth.

Bonds or Financial Assets – In some cases, individuals can invest in government bonds or other financial instruments, which are typically held for a set period before they can be redeemed.

Once the investment is made and due diligence checks are passed, the investor and their family can obtain citizenship, which often includes benefits such as visa-free travel to many countries, tax advantages, and the ability to reside in the Caribbean nation.

Let’s zero in on women entrepreneurs and professionals. What are some of the recent developments in the Caribbean and South American countries?

Over the years, we’ve seen a significant shift with more women heading corporations and holding top executive positions and top political positions. Leaders like the Rt. Hon. Mia Amor Mottley, Prime Minister of Barbados, exemplifies this trend. The role of women has evolved far beyond traditional homemaking, with many now occupying positions and entering fields once dominated by men.

There has been a notable rise in women-led business networks and associations across the region. I’m proud to be the Founder of the Kingdom Women In Business Worldwide Network; a network created to help women to become excellent stewards of the businesses they are running. Through this network, I have been able to create the Who’s Who In Kingdom Business Directory, which connects women in business around the world.

Other networks which exist include the Caribbean Women in Business and Entrepreneurship (CWBE) and Women’s Entrepreneurship Day Organization (WEDO) in South America. These networks offer platforms for women to connect, share resources, and collaborate on business ventures.

Additionally, there has been increased access to funding, with various Caribbean and South American countries introducing grants and microfinance programs targeting women entrepreneurs. Organizations like the Inter-American Development Bank (IDB) and Caribbean Development Bank (CDB), have launched initiatives to provide financial support to women-owned businesses, helping them scale and sustain their operations. CDB through the She Trades Hub is aiming to support over 2,000 female-owned enterprises by 2025. The ultimate goal is to create a pathway for more Caribbean women to move from local markets to global trade.

Lastly, there’s been a rise in women-led social enterprises, and many countries in the region have implemented policies promoting gender equality in the workplace and supporting women in leadership roles. These measures aim to increase female representation on corporate boards and in government positions, creating a more inclusive environment for women professionals.

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