Interviewer: Hi Daniel, thanks for joining us today.
Daniel Emeka: How far?
Interviewer: I’m good. Can you introduce yourself to our readers?
Daniel Emeka: Sure! My name is Daniel Emeka, and I’m the co-founder of The Republic, a growth company based in Lagos, Nigeria.
Interviewer: Great to have you here! Let’s dive right in. What do you believe are the essential elements of a strong brand?
Daniel Emeka: I think the strength of a brand lies in its recall. It’s about what that recall does to someone experiencing it. For instance, if I see a colour or hear a sound, does it remind me of a specific brand? A strong brand creates powerful associations.
It’s not just about positive or negative feelings; it’s about the ability to generate any kind of recall, whether good or bad. That’s why businesses strive to create memorable experiences—through a fantastic logo, engaging advertisements, or even how they interact with customers.
Interviewer: Interesting! So, for small business owners, how can they define their brand identity?
Daniel Emeka: Building a solid brand identity starts with enhancing that “recall” I just mentioned. It’s not just about designing a logo—there are millions of logos out there. What matters is what’s behind that logo.
Is it the quality of service? The product? The messaging? Anything that enriches the customer experience is crucial. You need to ensure that every interaction, whether it’s through communication or service delivery, reflects your brand values consistently.
Interviewer: That makes a lot of sense. Now, how important is understanding your target audience when building a brand identity?
Daniel Emeka: It’s important. You can’t market a product aimed at older people while communicating like a Gen Z brand. For example, look at these two airlines: Fly Emirates and Ryanair. Emirates communicates luxury and premium service, while Ryanair focuses on affordability and convenience. If Ryanair starts promoting itself as a luxury service, there’s a mismatch that can lead to customer dissatisfaction. Clarity in communication is key.
Interviewer: Speaking of communication, what are some low-budget strategies that small business owners can use to promote their brands?
Daniel Emeka: Consistency in communication is one of the most cost-effective strategies. It’s something you can do yourself. Stay true to your brand voice and don’t be swayed by occasional sales from different customer segments. Whether you’re targeting budget-conscious shoppers or premium customers, maintaining consistency will build your brand’s personality over time.
Interviewer: How can small businesses leverage social media to build their brands?
Daniel Emeka: Social media is a fantastic tool. Use posts, stories, and vlogs to share your brand message consistently. Your tonality should remain the same across platforms. Even if your content isn’t of the highest quality, clarity in your messaging will resonate with your audience. Authenticity beats perfection in today’s market.
Interviewer: Thank you for mentioning consistency in tonality. This leads me to my question; how can business owners establish their brand message and tonality?
Daniel Emeka: It’s all about comfort with yourself and how you share your messaging. Start by sharing on platforms where you feel most at ease. As you gain confidence, carry that comfort into your wider communications. It’s essential to be clear about your message and consistent in delivering it. Don’t worry about how others communicate—just be yourself.
Interviewer: How significant is storytelling in brand building?
Daniel Emeka: Storytelling is vital because it adds context to your brand. A logo alone can’t convey the essence of your business. Through storytelling, you can articulate your strategic intent and connect with your audience on a deeper level.
Interviewer: How important is customer feedback in this process?
Daniel Emeka: Customer feedback is crucial. When you’re developing your brand, you might have an idea of what it should be. However, at the end of the day, it’s your customers who truly define what your brand means to them.
For example, you might want your brand to be perceived as luxury, like Mercedes-Benz. But in certain markets, like Nigeria, it might be viewed as a status symbol rather than a luxury item. This distinction can often be confused.
When you realize how your brand is perceived, you must adjust your communication. If customers start using a product in unexpected ways—like noodles initially marketed as a quick meal but later adopted for dinner—you need to adapt your messaging. Feedback helps shape how you communicate and innovate around your products.
Interviewer: That makes a lot of sense. So, what steps can small business owners take right now to build their brand effectively?
Daniel Emeka: Here are three actionable steps:
- First, ensure you have a clear understanding of what you want your business to be known for. Distinguish your primary and secondary offerings.
- Once you have that clarity, consider working with a professional agency like The Republic to help flesh out your brand strategy. This can guide your marketing efforts.
- Lastly, develop specific, measurable goals. What financial outcomes do you expect from your marketing strategy? Track metrics like sales growth, follower increases, or website visits. These are your key performance indicators (KPIs).
Once these elements are in place, you can analyze your results and decide whether to maintain your course or make adjustments.
Interviewer: Thank you, Daniel, for sharing your insights today! Your expertise will surely help many small business owners navigate the world of branding.
Daniel Emeka: Thank you for having me! It’s been a pleasure.
