KUALA LUMPUR: Datin Winnie Loo's five-year presidency of the Branding Association of Malaysia began during one of the most uncertain periods for businesses.
Taking the helm while the Covid-19 pandemic disrupted businesses and communities, Loo said the experience changed how she viewed leadership, branding and the association's role in the wider business ecosystem.
"The pandemic taught me that leadership is not about having all the answers. It is about staying calm, staying connected and giving people confidence when the future is uncertain," she said.
For Loo, the presidency became a period of transformation as the Branding Association of Malaysia evolved from an industry association into a platform connecting people, brands and communities.
Initiatives including the Brand Legend Awards, WOW Conference, Malaysia Brand Day, CEO Bootcamp series and BAM Ace the New Year were designed not merely as events, but as platforms for recognition, knowledge-sharing and relationship-building.
"What gives me the greatest satisfaction is knowing that the Branding Association of Malaysia became more visible, more inclusive and more relevant to the wider business community. That, to me, is a meaningful legacy," she said.
LEADING THROUGH UNCERTAINTY
Loo said the pandemic reinforced her belief that brands were ultimately built by people, with empathy and resilience becoming as important as strategy.
When businesses were struggling, so was her salon group, A Cut Above Group Sdn Bhd.
She said this made it important for the association to become a source of connection, encouragement and knowledge rather than simply an association that organised activities.
Her approach to leadership also evolved, with greater emphasis on consultation, collaboration and adapting to change.
BUILDING BEYOND BRANDING
Loo said businesses had increasingly recognised that branding extended beyond logos, advertising and visual identity to encompass people, purpose, reputation, digital presence and trust.
However, she said the industry still needed greater consistency and long-term thinking, as enduring brand equity could not be built through a single campaign or viral moment.
She also viewed the association's role as extending beyond its membership.
"Branding is connected to how Malaysia is perceived — our businesses, entrepreneurs, talent, culture and ability to compete internationally."
As the association's first female president in more than two decades, Loo said she hoped to create more opportunities for women leaders and entrepreneurs.
She urged her successor, Michelle Hah, to lead with purpose rather than position.
A NEW CHAPTER
Loo, 70, said stepping down did not mean retiring from purpose.
She plans to remain involved with the association as a mentor, adviser or speaker while focusing more on A Cut Above, writing, personal branding and mentoring the next generation of entrepreneurs.
"I may have stepped down from a title, but I have not stepped down from my purpose."
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