Branding is more than a name and symbol. A brand is created and influenced by people, visuals, culture, style, perception, words, messages, PR, opinions, news media and especially social media. Like when a child is born and given a name, a brand needs nurturing, support, development and continuous care in order to thrive and grow. Some brands have a life cycle and grow old like people. Some brands are timeless and never die, are “born again” or reinvented, while some brands live a short but powerful life and have an iconic legacy.

Lisa Buyer – The Buyer Group


Small-Medium Businesses (SMEs) in West Africa can use branding to appear strong, trustworthy, and to gain followers and customers both on and offline. We have put together the ABCs of branding as a guide to help you build your brand. First and foremost your brand must be attractive and appealing. Once you have that down then follow these VR&C Marketing tips.

A. Build a Unique Brand 

If you’re going to stand out in the minds and social media feeds of your customers then your brand should be unique. It isn’t not about having a unique logo but giving your brand a personality. Make sure your brand is approachable, evokes trust and reliability, and lastly that it’s friendly.

B. Consistency is key

Whether it’s the language or copy you use, the way you light your restaurant or your customer service make sure you’re consistent. The things you do consistently are ultimately what will differentiate you from the competition. If it’s a thank you email or note that you send out to customers stick with it.

C. Build a Tribe for your brand

Some people call them “evangelists” or “early adopters”. Whatever you call it make sure that there is a core group of people or tribe that you’re catering to. Develop products and services that at least 100 people will love. Those who love your brand will become members of your brand’s tribe, and they will spread your brand news and culture. Once you have a 100 in your tribe, target 500 people, and then 1000. Your tribe are your unofficial, self appointed brand ambassadors.