Media Personality Sandra Ohemeng, popularly known as Sister Sandy Bi Ye Guy and Nkwaada Maame of Adom TV believes celebrities and influencers must approach brand partnerships with greater diligence.
In an era where celebrity influence has become one of the most valuable currencies in marketing, signing a brand endorsement can appear to be a straightforward transaction: a company needs visibility, an influencer has an audience, and both parties agree on a fee.
For celebrities and influencers, a brand affiliation is not merely an opportunity to make money. It is an association of identities, reputations and values. Once your name, face and credibility become attached to a product, separating yourself from that association may not always be easy.
Sister Sandy Bi Ye Guy’s philosophy is simple; do not sign because the cheque is attractive; sign because the partnership makes sense.
She has built sustained relationships with brands rather than treating every endorsement as a short-term opportunity. Her association with NG Cosmetics, for instance, is structured around a 24-month contract. She has also worked with Hair Logistics since 2021 and recently renewed the relationship with another 24-month agreement.
Her portfolio has also expanded with new partnerships, including Kaira Baby Diaper, under a 12-month contract, as well as 3G Allied and Deradec Travel & Tour, both under 12-month agreements.
The duration of these relationships points to the fact that credibility in influencer marketing is not necessarily built by attaching one’s name to the highest number of brands. It can be built through carefully selected and sustainable associations.
Sister Sandy Bi Ye Guy has some guiding questions for those looking forward to signing on to brands: Is the brand permitted to use the celebrity’s photographs only on social media? Can it use them on billboards, television commercials, radio, websites and outdoor advertising? Can the company continue using the images after the contract expires?
“These questions matter because an endorsement is not simply about producing content. It is also about granting certain rights over one’s name, image and likeness.”
“Celebrities must also pay attention to deliverables. How many social-media posts are required every month? Are there mandatory appearances?
“Does the contract require attendance at activations? Are there penalties for missing an event? Who bears the cost of transportation, accommodation and production?
“These seemingly small details can become major sources of disagreement if they are not clearly established from the beginning,” Sister Sandy Bi Ye Guy shares further questions.
“A brand should not only be able to afford your influence; it must also be comfortable enough for your name, your values and your reputation to live beside it. The money is the reward for the partnership, but the contract is the protection of the partnership,” Sister Sandy adds.
