Loo charts new chapter after 5years of leadership

KUALA LUMPUR: Datin Winnie Loo's five-year presidency of the Branding Association of Malaysia came at a time of great uncertainty for businesses. The Covid-19 pandemic had disrupted economies and societies, and Loo said the experience reshaped her perspective on leadership, branding, and the association's role in the business world.

In her view, leadership is not about having all the answers, but staying calm, connected, and giving people confidence during uncertain times. The presidency marked a transformative period for the Branding Association of Malaysia as it evolved from an industry focus to connecting people, brands, and communities. Loo's initiatives, such as the Brand Legend Awards, WOW Conference, and Malaysia Brand Day, aimed to serve as platforms for recognition, knowledge-sharing, and relationship-building.

The association's newfound visibility, inclusivity, and relevance to the broader business community were a source of satisfaction for Loo. She emphasized that branding is built by people, and empathy and resilience are just as crucial as strategy. Loo's leadership style shifted to emphasize consultation, collaboration, and adaptability during times of change.

As branding expanded beyond logos, advertising, and visual identity, Loo recognized its broader implications, including people, purpose, reputation, digital presence, and trust. She stressed the importance of long-term thinking and consistency in building enduring brand equity. Loo, as the first female president in over two decades, also aimed to create more opportunities for women leaders and entrepreneurs.

She encouraged her successor, Michelle Hah, to lead with purpose rather than position. Although stepping down from her role, Loo, 70, intends to continue her involvement with the association as a mentor, adviser, or speaker while focusing on her personal interests, including A Cut Above, writing, personal branding, and mentoring the next generation of entrepreneurs.