much more than phones<\/em>\u201d So, that\u2019s the thought in the mind of every member of staffs and that\u2019s what they want their customers to always think about them.<\/p>\nThe brand purpose is what you (as the owner and the entire company setup) wake up to do for your customers on a daily basis, through the products and services yoWsu offer. Without a well-defined purpose, the business wouldn\u2019t really fare well.<\/p>\n
\u201cPurpose and profit go hand-in-hand\u201d<\/em><\/p>\nYou need to make your brand humane and relatable. This helps in purpose description.<\/p>\n
In doing this, you need to write down some few characteristics that can be used to describe you and what you want your brand to be known as.<\/p>\n
Remember, the goal is to positively influence the audience thinking about you, by making them to think or perceive you the way you would like to be perceived. That is branding! <\/strong><\/p>\nThere are basic questions that help in adequately defining the brand purpose:<\/p>\n
See a self-analysis questions and answers of a newly formed brand with purpose below<\/p>\n
\n- Question: Why do you exist? <\/em>
\nSample Answer: To offer timely help to faulty vehicle owner<\/li>\n- Question : What differentiates you from others?<\/em>
\nSample Answer: Speedy services, empathy and integrity<\/li>\n- Question: What problem do you solve? <\/em>
\nSample Answer: Help faulty vehicle owners to access timely help; thereby clearing the road from obstructions, avoid penalty from law enforcements for causing obstruction\u2026<\/li>\n- Question: Why should people care? <\/em>
\nSample Answer: Because we are helping them<\/li>\n<\/ul>\nAbove is a snippet of a new roadside assistance service’s answers on purpose. This puts the business in no doubt of what they stand for and represents. Every day, every member of team understands what they are waking up to that day, and are all well aligned to it.<\/p>\n
Those answers are the foundation of your business existence and what inform your vision, mission, tagline or slogans, value proposition, stories etc.<\/p>\n
Research shows that more and more consumers now buy based on brand value and impact.<\/p>\n
Even though, buyers are often impulsive in decision making, the brand purpose or proposition is what justify their decision. That is the WHY- which is your brand story.<\/p>\n
\u201d People don\u2019t buy what you do; they buy why you do it\u201d<\/em><\/p>\nSimon Sinek in a Ted Talk said,\u201c People don\u2019t buy what you do; they buy why you do it. The goal is not to do business with everybody that needs what you have. The goal is to do business with people who believe what you believe.<\/em>\u201d<\/p>\nWhat difference are you making?<\/p>\n
could be your personal detail touch to every product delivery, or<\/p>\n
the exceptional customer services or quality that you offer better than competitors.<\/p>\n
This becomes Unique Selling Point,<\/em> USP.<\/p>\n\n- DEFINE YOUR AUDIENCE AND CREATE NICHE<\/strong><\/strong><\/li>\n<\/ul>\n
After properly defining yourself, and brand purpose, the next is knowing who your audience are. This should be the next thing that you do when you decided to start a business or helping another to achieve stature.<\/p>\n
You can\u2019t serve an audience you don\u2019t know. It starts with a sincere definition of who, where, what, when<\/em> and all the important Ws of the target, just as we did in the case above.<\/p>\n![\"\"](\"https:\/\/top50brandsnigeria.com\/2025\/wp-content\/uploads\/2025\/12\/Ws-of-brand-building-top-50-brands-nigeria.png\")
<\/p>\n
Your audience will determine your visual cue, messaging, and the overall marketing strategy. This is particularly easier when you narrow you offering to a niche. Lets say you are introducing a new male singlet for example, you could target a particular categories of male with stated reasons for their choice. That doesn\u2019t mean other couldn\u2019t use it, but those are your main market. And everything is built around them.<\/p>\n
You might have difficult time if you\u2019re trying to satisfy a large category of customers when starting a new business project.<\/p>\n
In a proper scenario, you need to create an imaginary audience and describe their traits.<\/p>\n
\n- Demography- What is their age or age bracket, gender, education, ethnicity, location, recreation, religion believe, income level, job designation and any other interest that suites their personality.<\/li>\n
- Emotion- What are their needs, desires, likes and pains? By understanding their displeasure, your products\/ services could just be the solution. You can easily empathize with them when you know their frustrations.By knowing their likes, you could also help in their celebration. This help in building strong bond.<\/li>\n
- What does he\/she care about or Recreates? Remember, this is building a relationship you intend would last between your audience and the brand.Is he a social person or reserved, a sport enthusiast a computer geek or movie freak. Perhaps a social media personality?It\u2019s very important also to know how he talks, society he belongs etc.When you definitely defined their demography, it becomes easier to generally describe their recreation.<\/li>\n
- Daily Routines: You wouldn\u2019t have to chase shadows when you launch or excessively spend on advertisement if you could spend a bit of time to role play your likely audience. Be that person for a day. It depend on your product or service by the way, but try to wake up like them, go through your normal daily routine from morning till evening and define each aspect of the day, the likely website or social media platforms he visits and maybe his biases.With this, you know how to communicate with him and at what point to hit the best and make him a fan.Trust me, you will be spending less on advertisement but achieve far greater results if you follow these steps in detail.<\/li>\n<\/ul>\n
One other point that might help to easily identify your audience is knowing your competitors, what they offer and their target audience. How do they reach, attract and retain them. This is a very vital information that can actually shortened the entire process, when done properly.<\/p>\n
We talk more on this on the next point<\/p>\n
\n- RESEARCH COMPETITORS<\/strong><\/strong><\/li>\n<\/ul>\n
Even though you should never aim to completely ‘imitate’<\/em> your competitors, however, you should be well aware of what they do well, or their likely limitations. The aim is to distinguish yourself and your offerings from the competition and show the WHY <\/strong> a customer need to consider you.<\/p>\nTo stand out, you need to know what is already available.<\/p>\n
There are lots to be learn from their habit, setups, and displays. Point of sales, websites, advert and offering patterns.<\/p>\n
The truth is, there is hardly anything you want to do or are doing now that someone else hasn\u2019t done or even done better. Wisdom demand that you learn from the success and failures of the existing brands.<\/p>\n
Now you need to look at things that differentiate you from them and what you can do differently. This become the Unique Selling Point (USP) that keep brings the customer back to you.<\/p>\n
\u201cBrand doesn\u2019t end at the promise level. It is a promise delivered<\/em>\u201d<\/p>\nPlease see the table below as a guide on competitor\u2019s comparative analysis for a guide.<\/p>\n
\n\n\n| Competitors<\/td>\n | Visuals<\/td>\n | Message<\/td>\n | Product & Services Quality<\/td>\n | Reviews<\/td>\n | Marketing Efforts<\/td>\n | Customer Services<\/td>\n | Complains<\/td>\n | Remarks<\/td>\n<\/tr>\n |
\n| 1<\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n<\/tr>\n |
\n| 2<\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n<\/tr>\n |
\n| 3<\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n<\/tr>\n |
\n| 4<\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n | <\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n From the table, you can know if their delivery is consistent with the quality of delivery as experience by consumers, if the virtual identity or the message across various channels is in synch with actual experience and also have an idea some areas of failures.\u00a0 Remember that brand doesn\u2019t end at the promise level. It is a promise delivered<\/p>\n \n- CHOOSE A BRAND NAME.<\/strong><\/strong><\/li>\n<\/ul>\n
Choosing the right name may be daunting most times, however, right choice of name could have great impact on the overall impression about your brand, especially in your early stage.<\/p>\n Aside from suitability of names, you also need to look its availability \u2013 in terms of domain name as well as for social media.<\/p>\n If yours is a local business, say a local cooling van rental, without national or global appeal, there may not be much need for all the trouble, but since we are talking about strong brand here, it\u2019s assumed you will be going national, at least.<\/p>\n Please follow these suggestions for a name that work<\/p>\n \n- Short and sharp, easy to spell \u2013 Make it short enough, possibly one syllable word (that\u2019s almost impossible now though). But whatever you do, audience don\u2019t have to struggle to spell it. Names like Uber, Slot, Globacom, Microsoft, Toyota, Slot, Stallion, Ecobank are quite easy. They are also smart to pronounce and easily remembered. You get it?<\/li>\n
- Avoid names that could limit your business as it grows: Imaging if Konga Shopping is called \u2018Lagos shopping\u2019, though not a bad name, but its limiting in perceived scope.<\/li>\n
- Ensure your chosen name is available for both domain name and social media. You don\u2019t want to have a brand name with different domain and social media handle, that is a minus for the brand. There are various free online tools like www.namechekr.com <\/strong>, where you can easily crosscheck domain and social media availability. In fact, do this before business registration with the corporate affairs.<\/li>\n
- You may also want to consider using a more meaningful Name: Even though you can use abstractive names that don\u2019t directly relate with your product, for example, Patricia- which is not related to crypto currency, Yahoo that is in no way related to the internet, but I wouldn\u2019t really advice this except you are like a pioneer in your industry, where your brand becomes synonymous with that service, or else, it will cost you more money to get known. Unlike names like Airtel – A tele-communication brand or, piggyvest, a saving and investment firm that uses an abbreviation of Piggy and investment which is exactly what they do.<\/li>\n<\/ul>\n
![\"\"](\"https:\/\/top50brandsnigeria.com\/2025\/wp-content\/uploads\/2025\/12\/Good-and-bad-brand-names-top-50-brands-nigeria-300x231.png\") <\/p>\n
\n- CREATE ATTRACTIVE LOOK AND FEEL<\/strong><\/strong><\/li>\n<\/ul>\n
Whenever you hear a company (brand) name, the logo or colour often come to mind as the facial that is attached to the promise, just like you would when you hear a person\u2019s name. The aesthetics communicate your brand attributes non-verbally. Your look and feels including the logo, color, typeface, images etc. How you make this depends on your audience, brand purpose, the environment and other factors as described above.<\/p>\n A comprehensive brand design for good feel and importantly, uniformity should include your logo, colour, typeface, banners, other marketing materials like website, menu, uniform, and other touch points \u2013 all in uniformity for identity.<\/p>\n Lets run through some of these important items.<\/p>\n logo<\/strong><\/p>\nYour logo, the main symbol of the company style, is often the most prominent and visual representation of the brand\u2019s image and the foundation of an effective marketing strategy that works. The rule thumb of logo these days is simplicity. Gone are the days of bogus images that need time to explain or understand. Most prominent brands now uses their names as the logo. Look at Julius Berger, Jumia, Shoprite, Zenith Bank, Remita, Google, FEDEX, Seplat, RAINA. Why complicated what can be simple and more effective?<\/p>\n ![\"\"](\"https:\/\/top50brandsnigeria.com\/2025\/wp-content\/uploads\/2025\/12\/Logos-top-50-brands-nigeria-1-300x127.png\") <\/p>\n
And please don\u2019t be too artistic with the name logo too, like these, which are regarded as failed \u2013 image of failed logo<\/strong><\/em><\/p>\nYou see why brands like Dangote, Microsoft, Apple at one point or the other had to make a redesign to simpler, mostly alphabet based logos- before and now logo versions<\/em><\/strong><\/p>\n![\"\"](\"https:\/\/top50brandsnigeria.com\/2025\/wp-content\/uploads\/2025\/12\/rebranding-or-change-of-logo-top-50-brands-nigeria-300x170.png\") <\/p>\n
\n- colour palette<\/strong><\/li>\n<\/ul>\n
These are handful of shades you\u2019ll use on all of your branded assets. They ensure unified stylistic impression across all information platforms, including signage, logo, website, business cards, banners, and products and services packaging. This greatly enhances brand visibility. Please be aware that humans are naturally sensitive to colours, because colours are suggestive.<\/p>\n For example, blue means trustworthy and relaxing, red means bold and passionate. Black is elegance, deep or mysterious, green means new beginning, natural, blooming etc. For more on brand color choice, please check www.99designs.com<\/a><\/p>\n\n- typography<\/strong><\/li>\n<\/ul>\n
A lot of logos are created using typography or contain fonts, but typography goes beyond that. Correspondence, banners, business cards used by the company must also include elements of corporate style. Designers often create exclusive fonts for companies to make sure they stand out even in the smallest details. Experts can also help select a combination of common fonts best suited to a particular brand that users will have no trouble remembering.<\/p>\n You might require the service of a good design agency to make a meaningful logo, because your logo is what people sees mostly.<\/p>\n \n- Tagline\/ Slogan:<\/li>\n<\/ul>\n
A catchy motto or phrase that is meant to serve as a permanent expression of your company\u2019s greater purpose is a nice to have asset. Even though it is not compulsory, good slogans really work for easier and better communication.<\/p>\n It is something short\u00a0and illustrative that you can put on your website headlines, social media bio, business card, and anywhere else where you have limited space to make a big impact.<\/p>\n A catchy slogan, or right tagline that defines your brand and help to solidifies it in the minds of your customers is an essential part of the brand building process. It should always evoke the right emotion on their minds<\/p>\n Following the following steps for a good slogan<\/p>\n \n- Make it brief and on point- Open happiness<\/li>\n
- Make it yours- Unique to you- Share a coca cola<\/li>\n
- It has to reflect your greater purpose- Your promise- Open happiness<\/li>\n
- Highlight a key benefit –<\/li>\n
- Could be actionable \u2013 Just do it<\/li>\n
- It definitely have to evoke emotional response<\/li>\n
- Could be rhythmic<\/li>\n
- No negative connotations<\/li>\n
- Web elements and other digital platforms<\/li>\n<\/ul>\n
![\"\"](\"https:\/\/top50brandsnigeria.com\/2025\/wp-content\/uploads\/2025\/12\/tagline-or-slogan-examples-top-50-brands-nigeria-1-300x234.png\") <\/p>\n
Your website, that is, your virtual office is mostly the first point of contact with customers. It is a must for any company seeking to establish itself in our modern marketplace to have a well functional one. The website is mostly where people first encounter brand face-to-face.<\/p>\n A google study few years ago show that over halve of online shoppers base their impression of a company solely on its design. 75% said they would be more likely to make a purchase on a website that is mobile-friendly. 67% declared that a bad mobile occurrence will make them less likely to engage with a company.<\/p>\n Alongside a well functional and easy to navigate website, it also needs to be harmonised with your social media presence for mass appeal and in order to adequately drive home the point on all fronts.<\/p>\n 6.\u00a0\u00a0\u00a0 BRAND INTEGRATION<\/h2>\nOnce the aforementioned are properly done and you have taken control of the aesthetics, its time to integrate the brand into your business.<\/p>\n Having done all as stated above, you now need to use every possible opportunities to make your brand noticeable, everywhere that your customer can see, read, feel and hear.<\/p>\n Strategically position all your assemblages across all touch points, from your physical offices, business cards, brochures, products designs, websites, social media paged, banners etc.<\/p>\n Shout it on the roof top, tell all potential customers, use every relevant opportunities to show yourself.<\/p>\n \n- STAY TRUE TO YOUR BRAND<\/strong><\/strong><\/li>\n<\/ul>\n
Just like the most popular brands of the world, its essential that you stay true to who you have defined above and stay consistent. As an entity that need to be trusted, your brand needs to stay true to its promise. This results in brand integrity, which always attract equity.<\/p>\n Stay\u00a0consistent<\/em>\u00a0 with your branding wherever you have customer touch points, both online and offline.<\/p>\nOftentimes, it would require revisiting these and also a personal assessment to ensure you follow true to the latter.<\/p>\n And lastly, remember that you are building a relationship (fan base) which is intendent to last, as you progress. There definitely will be the need for occasional rejig according to the market dynamics.<\/p>\n You test, tweak and grow. But regardless, make your brand evolves as business grows<\/p>\n In those 7 steps, I have been able to show, with example how to build strong brand that last. Now is time to roll up your sleeves and get to work. Take cues from those points and build a strong foundation for your business.<\/p>\n Dont forget to drop me a note in comment section below, will be glad to hear your testimony.<\/p>\n","protected":false},"excerpt":{"rendered":" How to Build a Strong Brand- from Ground UP 7 Steps DIY for Brand Building Brand without any doubt has become the most valuable asset of any organisation. Though intangible, it is a most significant driver of business growth, profitability and the premium a company can earn from its products or services. Every day, we […]<\/p>\n","protected":false},"author":3,"featured_media":4469,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[119],"tags":[],"class_list":["post-3473","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogs"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/top50brandsnigeria.com\/2025\/wp-json\/wp\/v2\/posts\/3473","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/top50brandsnigeria.com\/2025\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/top50brandsnigeria.com\/2025\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/top50brandsnigeria.com\/2025\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/top50brandsnigeria.com\/2025\/wp-json\/wp\/v2\/comments?post=3473"}],"version-history":[{"count":15,"href":"https:\/\/top50brandsnigeria.com\/2025\/wp-json\/wp\/v2\/posts\/3473\/revisions"}],"predecessor-version":[{"id":4471,"href":"https:\/\/top50brandsnigeria.com\/2025\/wp-json\/wp\/v2\/posts\/3473\/revisions\/4471"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/top50brandsnigeria.com\/2025\/wp-json\/wp\/v2\/media\/4469"}],"wp:attachment":[{"href":"https:\/\/top50brandsnigeria.com\/2025\/wp-json\/wp\/v2\/media?parent=3473"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/top50brandsnigeria.com\/2025\/wp-json\/wp\/v2\/categories?post=3473"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/top50brandsnigeria.com\/2025\/wp-json\/wp\/v2\/tags?post=3473"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}} |
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