Use social media to build solid brands, Fintech professional urges

A Fintech professional and Brands and Marketing Specialist, Mariam Kaleem Agyeman-Buahin is urging people to use social media to build strong brands. 

She explains that in today’s fast-paced and digitally driven world, brand management is no longer just about maintaining a consistent image or message since consumers are gravitating towards brands with a purpose that resonates with their own values.

“We are seeing a shift where consumers expect brands to stand for something more than just profits. Whether it’s sustainability, social justice, or community engagement, brands that align themselves with meaningful causes are building stronger, more emotional connections,” she said. 

According to Ms Agyeman-Buahin, who is also a Brand Excellence Champion award winner, the increasing availability of consumer data have created an unparalleled opportunity to create tailored experiences for their audiences.

“Personalization is not just about addressing your customers by name,” she said. “It’s about understanding their behaviors, preferences, and needs in a way that feels personal without being intrusive.”

In discussing the evolving role of social media, Ms Agyeman-Buahin emphasized its importance as a direct communication channel between brands and consumers. 

“Social media has completely changed how brands engage with their audiences. Influencer marketing, in particular, has become a powerful tool for building trust and driving engagement. Today, brands are looking for long-term partnerships with influencers who share their values, not just one-off campaigns.”

She explained that technology and artificial intelligence (AI) are also transforming the brand landscape, enabling more sophisticated data analysis and consumer interaction. 

“AI is providing brands with tools to predict trends, optimize marketing strategies, and even improve customer service through things like chatbots and personalized recommendations,” Ms Agyeman-Buahin stated."

Sustainability and Ethical Branding

She further pointed out that with consumers becoming more conscious of their impact on the environment, sustainability has moved to the forefront of brand strategy. 

“Consumers are holding brands accountable not just for their products but for their entire supply chain. Brands that prioritize sustainability and ethical practices are earning consumer trust and loyalty,” said Ms Agyeman-Buahin.

Ms Agyeman-Buahin touched on the importance of authenticity and transparency in a time when consumers are overwhelmed with information.

 “Trust is the new currency in brand management,” she explained. “Brands that are open about their practices, values, and even their challenges are gaining more respect from consumers. It’s no longer about projecting perfection; it’s about being real and relatable.”