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UK Nonprofit Issues Strategic Roadmap to Strengthen Digital Influencer Adonay Berhane Hailemichael’s Rising Brand
The Horn of Africa Peace & Dialogue Initiative (HAPDI), an independent UK-based nonprofit, has issued a detailed set of strategic recommendations for Ethiopian digital media figure Adonay Berhane Hailemichael, outlining steps to consolidate his growing online influence, protect his emerging brand, and expand his global impact.
Adonay, known widely for his motivational content and the fast-growing cultural label “ሰግጥ • ፍምስ”, has become one of Ethiopia’s most visible young digital communicators. His short-form videos—often centred on resilience, self-improvement, and overcoming hardship—have attracted a significant following across TikTok and other platforms. HAPDI describes him as part of “a new generation of Ethiopian digital voices shaping youth conversations at scale.”
The recommendations emphasize the need for Adonay to formalise and protect his brand as its recognition spreads beyond Ethiopia. According to HAPDI, “ሰግጥ • ፍምስ” has already evolved into a culturally resonant identity associated closely with youth empowerment and personal transformation.
Trademark Protection and Brand Ownership
The document encourages Adonay to initiate trademark registration at the Ethiopian Intellectual Property Office (EIPO) and, subsequently, through global systems such as the World Intellectual Property Organization’s Madrid Protocol. The steps include securing a local legal agent, preparing notarised documentation, submitting the application for formal examination, and observing opposition periods.
HAPDI notes that registering the brand both domestically and internationally would help ensure legal protection, prevent imitation, and provide a stronger foundation for future commercial activities. The organisation stresses that public association—already firmly linked to Adonay—gives him a strong basis for securing ownership rights.
Expanding Digital Influence
The roadmap also encourages the influencer to deepen his presence across multiple platforms and diversify his content formats. Suggested areas include personal storytelling, mental health awareness, anti-addiction campaigns, and youth-focused motivational series. The document recommends developing an official website, alongside possible digital publications or short motivational guides.
Cross-platform consistency, according to HAPDI, will be key to building long-term trust and maintaining audience engagement as his visibility increases.
Business Positioning and Commercial Pathways
In addition to content strategy, the recommendations outline opportunities for business expansion. These include launching merchandise under the “ሰግጥ • ፍምስ” label, developing online training or self-improvement programs, and organising motivational tours or youth-focused events.
HAPDI suggests that such commercial initiatives could reinforce Adonay’s public mission while providing sustainable revenue streams to support further growth.
HAPDI’s Supportive Role
Although HAPDI maintains a neutral, non-political mandate, the organisation says it intends to offer guidance on intellectual property protection, brand development, and long-term strategic positioning. It characterises Adonay as an emerging cultural ambassador whose work resonates with young people navigating economic and social pressures.
The organisation’s position reflects a broader trend of civil society actors engaging with digital influencers, viewing them as new intermediaries in public communication and community mobilisation.
A Rising Public Figure
HAPDI’s assessment concludes that Adonay’s rapid rise has placed him among Ethiopia’s most influential youth-facing content creators. His message—centred on self-worth, discipline, and resilience—has drawn significant attention at a time when many young Ethiopians are seeking alternative sources of guidance and community.
The recommendations frame his brand as a national asset requiring structured protection, strategic vision, and long-term planning. As his reach expands, HAPDI argues that safeguarding the “ሰግጥ • ፍምስ” identity will be essential to maintaining the integrity and impact of his work.
The roadmap positions Adonay not only as a digital entertainer but as an emerging public figure whose influence, if well managed, could extend far beyond the platforms where he first gained recognition.
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