Build your brand now: UniMAC dean's key advice for Ghana's new media and arts students

The University of Media, Arts and Communication (UniMAC) has sent a clear message to its newly admitted students: your university years are the perfect time to intentionally craft your professional identity and build the networks that will shape your future. At the Freshers' Orientation held on Tuesday, 22 September, Dr Ike Tandoh, Dean of Students, outlined why personal branding and strategic networking should be priorities alongside academic studies.

In an address to the incoming cohort, Dr Tandoh stressed that freshers should be deliberate about the image they cultivate and the reputation they build over their time at the institution. This advice comes at a critical moment for Ghana's creative industries, where personal brand and industry connections often prove just as valuable as formal qualifications when entering the competitive media, arts and communications sectors.

Why it matters for Ghana's creative sector

Ghana's media, entertainment and creative industries are growing rapidly, but entry into these fields increasingly depends on who you know and how you are perceived professionally. UniMAC's emphasis on networking and personal branding reflects broader industry realities: employers often seek graduates who have already begun building their professional presence, collaborated with peers on projects, and demonstrated initiative beyond the classroom. For Ghanaian students, especially those from less privileged backgrounds without family connections in media or the arts, university provides a rare equalising opportunity to network with peers, mentors and industry professionals.

Dr Tandoh's call for students to interact with lecturers and professionals—and to make full use of available opportunities—acknowledges that the relationships formed during tertiary education often become the foundation for internships, mentorships, job placements and creative collaborations after graduation. In Ghana's still-developing creative economy, these connections can be career-defining.

What freshers can do now

The Dean's guidance translates into actionable steps for newly admitted students:

• Engage actively in university clubs, societies and projects that align with media, arts or communication interests
• Attend guest lectures, industry events and professional workshops organised by the university
• Build authentic relationships with lecturers and senior students who can offer mentorship and exposure
• Use digital platforms thoughtfully to develop an online professional presence that reflects their aspirations
• Collaborate on group projects and seek internship opportunities in their chosen field during vacations

University support and expectations

The orientation programme, attended by UniMAC's Vice Chancellor Professor Eric Opoku Mensah, Acting Registrar Dr Obaapanyin Oforiwaa Adu, and senior management, underscores the institution's commitment to preparing students for both academic success and professional readiness. By formally introducing freshers to the university's environment, expectations and available opportunities during orientation, UniMAC is signalling that career preparation begins on day one, not in the final year.

For Ghana's education sector, this approach reflects a wider recognition that universities must do more than impart knowledge—they must actively help students develop the soft skills, networks and professional identity required to thrive in modern economies. As the 2026/2027 batch of freshers begins their journey, Dr Tandoh's message is clear: your reputation and relationships matter. Start building them now.