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Tolulope Adedeji: How to Build a Successful Brand Worth Billions from Scratch



  • Ever wondered how to build a great successful brand, one worth billions?
  • Then you have come to the right place. Business Insider got to chat with Tolulope Adedeji, who has over 16 years experience of marketing brands across various African countries and categories.
  • Below, she shares her best tips for building a successful brand from scratch and the appropriate steps to take to monetize it.

Many years ago, branding was something mostly reserved for big companies and businesses.

It was a term associated with a company’s name, slogan, design, or a combination of these elements, that helped distinguish one business from another.

Today, in the age of influencers and huge names like the Kardashians and Africa’s Aliko Dangote, branding has become a lot more important.

Explaining the importance of having a brand either for yourself or your business in 2020, Tolulope Adedeji tells Business Insider sub-Saharan Africa (BISSA):

“A brand is the ‘what’ that differentiates similar goods and services from several sellers. This applies to both online and offline products. Brands are mostly intangible yet extremely measurable and valuable.”

Continuing, she adds, “Whether you play in the beverages, detergents, banking, content creation, technology, childcare, beauty, education, construction, government or babycare sector, there are thousands and maybe millions offering your kind of product or service globally and branding is what carves a niche per product to attract a scalable constant source of income.

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In 2020 and beyond, being a strong personal brand can only help especially towards commercial goals.”

On building a recognisable brand from scratch in 2020.

Now, that we have established the need for a brand, Adedeji (a Member of the Chartered Institute of Marketing) shares her top tips from years of managing brands and businesses.

  • Start by identifying a problem and how you can solve it

In her words, “the first step to building a strong personal brand is to actually identify a need and meet it credibly.”

  • Next, become an expert in your field

“Build expertise in areas that your brand plays and find ways to scale up as soon as possible to monetize,” the branding expert says.

“For example, as a coach, there is a limit to how many people you can coach one on one but once you establish the reputation as an excellent coach, it is time to scale.

Online classes, webinars, youtube channels, books, paid public speaking are just a few examples to commercialize.”

For people looking to become social media influencers and celebrities, Adedeji says, “your personal brand can be commercialized easily through endorsements, partnerships with corporates, personal product launches named after self are easy tips to maximize personal brands.”

  • Tips for businesses
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“For a business brand, driving distribution broadly and driving trials with more consumers globally is a sure way to scale and monetise,” the Nigerian branding expert recommends.

  • Final say for both personal and business brands

Adedeji closes with this: “Building Personal Brands is not exactly the same as building brands for businesses though similar principles apply.

At the heart of it all, it is all about identifying consumer needs, meeting them better than the competition and at a profit.

“For both (personal and business brands), a deep understanding of your consumers is the bedrock. Both also require a clear definition of what the brand stands. The biggest difference lies in the distribution model.

For personal brands, the commercialization is mostly diverse in terms of distribution versus business brands that typically have a consistent wide distribution model.”

Credits: Business Insider by Pulse



Twitter User, Farouq, Challenges Innoson Vehicles for a New Logo



A creative designer, Farouq Osuolale has challenged the first “made in Africa” automobile brand – Innoson vehicles for a new logo design.

Farouq proposed his creative design using the Eagle as explained below:

The brand responded asking for their audience to Retweet to choose if the proposed logo appeal to them.

This has gained positives from many.

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Lagos appeals to plastic manufacturers to develop alternatives



The Lagos State Governor, Babajide Sanwo-Olu has appealed to manufacturers to develop alternatives to plastic bottles and other non-degradable items, which are threatening the environment.

Sanwo-Olu made the call at an environment forum in Lagos, with the theme ‘’The earth, our business, our future’’.

Represented by his deputy, Dr Obafemi Hamzat, the governor lamented that plastic waste constituted over 70% of items polluting water bodies and blocking drains, with the devastating flooding.

“Our administration is ready to collaborate with the private sector whose activities impact more on the environment to seek innovative ways of carrying on their activities without jeopardising people’s lives and the sustainability of the planet.

“These organisations must consider investing in new environmentally friendly technologies, especially in the areas of renewable energy, waste recycling, emissions and packaging.

“For instance, plastic waste constitutes a major challenge to the environment, polluting our water bodies and blocking our drainage.”

“We owe it as a responsibility to our future to promote policies, strategies and business models that will ensure the sustenance of an environment that will continue to provide support for our lives, our businesses and the future of humanity,” Sanwo-Olu said.

Pan African Capital Holdings Chairman Mr Dolapo Atekoja said the forum was to share ideas and proffer solutions to the menace of environment degradation driven by consumerism.

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“As, a company, we are convinced that issues of climate change and environmental sustainability should be on the front banner.

That is why we have been a leading voice, both internationally and locally, in promoting this very important subject; so, we are particularly glad that you are here to lend your voice because the issues of enhancing the environment is one of collaboration rather than isolation.”

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2019 Lagos PR Week: BHM Group Collaborates with NIPR



Leading public relations and marketing organisation, BHM Group has declared its cooperation with the Lagos Chapter of the Nigerian Institute of Public Relations (NIPR) as a patron for 2019 PR Week initiated to kick off on Friday, June 14, 2019, in Lagos State.

This sponsorship is in line with the foremost public relations and digital communications agency’s culture of playing a proactive role in Nigeria’s marketing communications sector and supporting the growth of the industries it operates in.

The week-long event themed ‘Promoting Professional Excellence and Community for Development’ aims to intensify the building of a more formidable, professional industry in Nigeria by advancing collaborations among practitioners, intensifying pursuit of excellence, driving innovation and creativity at all levels in the industry.

Founder BHM Group, Ayeni Adekunle says of the importance of the sponsorship, “We are glad to partner with NIPR for the 2019 PR Week event as it is an avenue to promote professional excellence amongst practitioners, while also helping to forge better relationship amongst PR professionals.

At BHM, it has always been our culture to support innovation at all levels in the industry and we’re glad to play a part.”

BHM Group, home to Black House Media (BHM), a PR and reputation management firm, ID Africa, a marketing, media and technology company and Plaqad, an influencer marketing platform, has similarly demonstrated its commitment to the development of the industry through partnerships with PRCAN, APRA, and AAAN in the past.

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In addition to supporting the industry associations, BHM publishes the first and only industry report, the Nigerian PR Report. In 2014, the agency created the PR App which offers useful tips for PR and marketing practitioners.

With a vision and mission to provide the best possible corporate and marketing communications to the best brands on earth and becoming Africa’s leading media and public relations agency, BHM Group has continued to innovate and push the bounds of the norm in Public Relations.

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