Guide To Building A Successful Business Brand

Last Updated on August 17, 2020 by Henry Ibeleme

Building A Brand In Nigeria: 2020 Definitive Guide

When it comes to building a brand, many businesses or professionals think that all it entails is putting together a logo and a slogan.

Besides your logo and slogan, your brand is what gives your business a persona that can seamlessly connect to your target market.

Your business brand distinguishes you from your strong-headed competitors, allowing your customers to recognize your products and services quickly.

Have you seen why building a brand is crucial to your business’s success? Most of us want to create a company that stands the test of time.

Like, we want our businesses to exist and operate even while we’re gone. But that can’t happen when we fail to build a reputable brand our target identifies.

To pull this off, you need time and lots of effort. When you’re consistent in delivering value to your ideal customers, you’re on your way to building a formidable business brand you’ll be proud of.

What Is A Brand?

A brand is a way of identifying your business amid other businesses. When you’re able to incorporate some tips or elements, your customers will recognize from these seemingly marks.

A strong brand is much more than the logo; it goes toward reflecting on the business purpose and services. It could be in terms of staff uniform, business cards, brand colors, marketing, or advertising materials.

Without wasting further time, here are seven core steps you must take to building a strong brand.

1. Establish Purpose First

Establish Purpose First to building a brand in Nigeria

The main aim of every business is to make money. However, you need something deeper, something that speaks directly to the human soul.

The reason for brand building is to dominate the mind of your target market – your customers. In that case, you need a purpose that they can connect to.

To uncover the purpose of your business, think about the problem you’re solving. Perhaps you’re quenching insatiable thirst through the manufacturing of sachet water.

Have you seen how I was able to make something as simple as sachet water production appears significant? No doubt, none of us can survive without water.

The fact is, you need to establish a purpose if you must build a strong business brand. I would say your business purpose is the first step to starting a business.

To quickly find your purpose, go back to your business’s mission and vision statement. Right there is the reason your business exists.

The reason brand’s purpose is first on this list is because it is the foundation for building a strong brand. Your business will be able to take up the persona envisioned in the purpose.

2. Know Your Target Market

Know Your Target Market

If you observe, you will find out that your business’s purpose stirs toward helping people. In the case of Mark Zuckerberg, the aim was to connect the world.

When you ask Henry Ford, he will say the purpose is ensuring that every home can boast of a Ford. When you dig deeper, you will discover a more binding purpose that speaks to your customers.

After discovering purpose, the next thing to realize is your target market.

  • Who are they?
  • What is their gender?
  • What is their age range?
  • What is their location?
  • What are their hobbies?
  • What is their ideal occupation? Etc.

user persona
Source: CoSchedule

The more you know about your target market, the better you build your brand.

When you want to send someone a gift, what do you usually do? In my case, I embark on a little research to find out presents that the individual will appreciate better.

By knowing who your target market audiences are, you will be able to use better colors, design, images, and writing style.

For instance, your target audience is teenagers between the ages of 14 – 19; your most ideal marketing strategy will be influencer marketing, using their favorite artists like Justin Bieber, Wizkid, or Shakira.

Companies are investing billions of dollars in buying users’ data just to improve their product and brand.

By knowing their target’s favorite websites, interest, marital status, and more frightening information, they can send you tailored information, adverts, or products.

To better understand your target market, grab a notepad, and begin to make a list. Who are your products and services going to serve?

Write down as much information as possible, and think of ways to utilize this information. Before you start a business, it is assumed you’ve walked the shoes of your customers.

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3. Define Your Brand Design

building your brand by defining Your Brand Design

Building a brand in Nigeria is possible if only you stick to a design that appeals to your target market. When it comes to design, you need to consider your customers.

Understand that colors have an effect, and can alter the mood of any observer. For instance, almost every shopping or restaurant logo always has a red color.

This color is known to reinvent hunger and thirst. When you use the right colors and design, it helps build a brand that rises amid recessions.

To begin, hire a reliable branding agency to help out with logo design, website design, customized staff uniform, and other branding needs.

You must ensure you deal with someone or any agency that can reinforce the visual identity of your brand

When it comes to design, a rule you must follow is ‘simplicity.’

Through simplicity, you’re able to attract more attention and sales. Not forgetting, simple and professional-looking design goes a long way to determine the success of your brand.

That is why you need to work with the right agency or individual.

A common mistake businesses make when it comes to branding is going for cheap options.

It is good to stick to your budget, but don’t hire a mediocre designer just because it is cheap. As you already know, branding is everlasting.

When you’re done with your designs, apply them across your business for proper brand awareness.

4. Pick A Brand Personality

Pick A Brand Personality

When it comes to building a successful brand in Nigeria, the ideal way is to wear your target market’s personality.

When you have fully developed your customer persona, wear it like a coat and market. You must pick a personality because that is the only medium you can connect with your target market.

To find your personality, think about your positioning statement.

What Is The Positioning Statement?

Your positioning statement refers to a line or two that stake your claim in the market. Knowing this will help you develop an excellent brand image that appeals to workers and customers.

Your position could be something like …

We offer [mention services or products] to [mention your target market] to [mention your value proposition].

Unlike our [mention the alternative or competitors], we [differentiate your business].

Bloghomies, for example, offers branding services to businesses to help them build a reliable and reputable brand.

Unlike other branding agencies, we incorporate simplicity, neatness, and professionalism in all our designs.

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5. Establish Your Brand Mission

Establish Your Brand Mission

In case you don’t know, your brand mission is the reason you wake up every day. In other words, you need to craft out a clear expression of what your business represents.

Building a brand comes with knowing the WHY in your business – this helps you establish a brand mission that can stand the test of time.

When people ask what you do, answer them with your brand mission statement. You do not need to hurry this process.

Take as much time as you need to create something that resonates with your audience. Here are a few examples that will give you an idea.

Brand Building Example:


nike brand evolution

You probably know Nike’s tagline: Just Do It.

However, do you know their mission statement? Probably not.

Nike’s Mission: To bring inspiration and innovation to every athlete in the world.

Nike is one of the most successful brands globally, and its mission statement is punchy and catchy.

Not only do they say it, but they also show it through their adverts and products.

To cater to a broader audience, Nike added a footnote to the statement: if you have a body, you are an athlete.

What a fantastic brand!

When it comes to building a brand, take note that it doesn’t happen overnight.

Just like Nike and Coca Cola, it took years to get to where they are now. Start small and never stop growing.

6. Build A Brand Story

Build A Brand Story

Your brand story is one of the ways to connect with your target market emotionally. When building a brand, tell your ideal customers succinctly who you are.

Through your unique brand persona, you can communicate this story without hassles. Remember, your brand story should intertwine with your brand’s purpose.

To build a better brand story, define key aspects of:

  • Who you are
  • What your business offers
  • Why people should care

With your brand story, you can communicate on a human level, thereby helping you make an emotional connection.

7. Brand Ambassadors

building a brand through Brand Ambassadors

You must not make Wizkid an ambassador to effectively build a brand. There are lots of micro-influencers who you can work with.

The aim is to put a face to your brand, which helps to connect with your target audience. If you’re into school uniform making business, a student ambassador will be ideal.

Think about your target market; they are your ideal ambassadors.

When picking an ambassador, it is paramount to choose someone who can be readily available to represent your brand during a momentous occasion or event.

You must not have a famous face as an ambassador. An upcoming model or influencer with a positive image can be an ambassador.

The aim is to put a face on your brand, and it seems it helps to create a deeper connection between your business and customers.

It helps create awareness, but it can also serve as a good marketing strategy that you can implore.

Bonus: Remain Consistent

The key to building a brand in Nigeria is to remain consistent. You need to stay true to your brand story, design, mission, and vision.

Once you have established your voice, image, design, and persona, use them on every piece of your services and products.

To help with branding, ensure you document all the branding guidelines. It helps when branding future products.

Remain consistent in the sense of design and reputation. Also, employ individuals who are aligned with your mission, vision, and values.

As time goes, you can encourage employees to develop a personal brand that further strengthens your brand.


Building a brand in Nigeria can seem like a daunting task, but you can pull it off when you partner with an incredible branding agency or graphic designer.

It is paramount you work with the right professional or agency since you might need their assistance in the long run.

With consistency and patients, your brand will become a giant persona that every household recognizes. If you’re yet to start branding your business, now is the perfect time to begin, Hire Me!

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