Chat with the owner of IVC, Shama Amesbury |20 May 2021

Shama Amesbury

‘People tend to put Branding and Marketing in the same basket, but a Brand is so much more than just Marketing’

In the aftermath of the pandemic, when our economy is slowly getting back to its feet, many companies are questioning their existence and how to adapt with the new business environment. Is it time to rebrand? To explore more this topic, Seychelles NATION had a chat with Shama Amesbury, the owner of IVC (Insight Voice Connections) who specialises in Branding and Public Relations and Communications.

Seychelles NATION:   What is Insight Voice Connections?

Shama Amesbury: Insight Voice Connections is my consultancy vehicle, providing Branding, Public Relations and Communications services. We offer a wide range of services, both corporate and private that can be tailored to suit the specific needs of clients. Most businesses in Seychelles do not have an in-house public relations department, so the idea is to assist them with their needs. It is often better that way because as an outsider looking in, you can provide fresh perspective.

Seychelles NATION:  You say most businesses do not have a PR department, I assume that’s because they do not see the necessity for it – what is so important about PR?

Shama Amesbury: It’s true many people underestimate the importance of public relations – or worse they treat it as a part of their marketing efforts, but the issue here is that although public relations and marketing can work hand in hand – and when you take a holistic approach it does yield fantastic results – it is important to remember that they are two completely different disciplines. While marketing is about promoting your business, public relations is about establishing a trust relationship with your audience. People want to feel connected to your brand, they want to be able to consume your products and services and feel good about it, they want to know and identify with your values, they want to know that there are actual faces and people behind the brand. And that’s what PR does, it creates that relationship, that connection. This is where communication comes in. What you communicate and the way you communicate it is how you build that trust.

Seychelles NATION: So basically businesses should be communicating more with their consumers?

Shama Amesbury: Absolutely! Also don’t forget when I say audiences, it is not just consumers, it is also stakeholders, decision makers, people who are not yet consumers but who may become once they know more about your business. Communication is everything.  Whether it is personal or professional, it is about really being heard and understood – and it is not just about talking at people it has to be a two-way street. Good communication can resolve a lot of issues. Take for example the situation at the moment with the Covid-19 pandemic – communication is essential. Crisis communication is a very specialised branch in communications and very few people are equipped to handle communication during a crisis. They freeze up, they shut down and they wait for the storm to pass. But that’s the exact opposite of what they should be doing; in times like this, it is more important than ever to keep your audiences informed of what is happening, be prepared to answer their questions and concerns. If you stop communicating with them during hard times, the likelihood that they will come back to you when the skies are clear again will be low, because the trust is gone.

Seychelles NATION:  You also provide branding services, how does that fit into all of this?

Shama Amesbury: From a branding perspective there are different aspects to what I can offer. I can consult a start-up on how to approach their branding, everything from their logo to their brand voice. For established organisations I can provide an audit of their existing brand. Again, people tend to put branding and marketing in the same basket, but your brand is so much more than just marketing.  Branding is the core value and culture of your business that needs to be built and communicated both within the business and to all external parties.  Yes, you need to market it, get it out there, make sure people know about you, but from a PR and communications perspective it’s more about the attention to detail, finding gaps that need to be filled and assisting them to stay true to the brand message at all times, be it through their advertising or their communications.

Seychelles NATION: Tell us a little bit about yourself, your background, how you got into this field.

Shama Amesbury: I studied in Belgrade, Serbia. I did a year of psychology before switching my major to politics. I graduated with a degree in politics, specifically in the sphere of diplomacy and security. When I came back I opted not to work in politics, but rather to gain experience from working in different fields and industries. I worked in the environment department, I did project management, I worked for an NGO, I worked in the media and then about four years ago I took on the role of PR and communications manager at Gran Kaz.  It has been truly interesting to see how different organisations operate, how they conduct business and how they interact with other industries, as well as with their particular audiences. This invaluable experience coupled with my training has provided me with a deep well of knowledge and influence that I can pull from to ensure that individuals and organisations get the very best out of their branding, PR and/or communications strategies.

Seychelles NATION: And finally, how would an interested person get in touch with you to request your services?

Shama Amesbury: I can be reached on the business email invoiceconnect@gmail.com

Compiled by Vidya Gappy