Branding: The Playbook That Speaks Your Language

Let’s talk branding—Branding isn’t a logo or a tagline. It’s the vibe people catch when they think of you or your work. It’s how you move in the room, and how the room remembers you after you leave.

To get this right, you’ve got to be intentional, like curating the perfect playlist. Each type of branding hits differently, and knowing your groove is what separates the one-hit wonders from the icons. Let’s break it down.

Personal Branding: You’re the Main Character

Your personal brand isn’t just a profile bio—it’s your energy, your influence. It’s Kanye designing sneakers, Issa Rae creating relatable shows, or Steve Lacy being unapologetically himself. You’re not for everyone, and that’s the point.

Ask Yourself:

• What’s your story? What chapters stand out?

• Who’s watching, and why should they care?

• Are your actions aligned with the narrative you’re telling?

  
  

Think About:

A business coach who’s everywhere their audience is—LinkedIn, speaking gigs, or hosting workshops that don’t just sell but serve.

Corporate Branding: The Whole Vibe

Corporate branding is the ecosystem. It’s Martell giving "refinement," Lush Cosmetics living "sustainability," and Puma whispering "underdog energy." It’s not what you say—it’s what you live.

Ask Yourself:

• What do people feel when they hear your name?

• Does every touchpoint scream consistency?

• How does your team embody your mission?

Think About:

The way Puma doesn’t just sell shoes; they sell an attitude—boldness, individuality, and breaking the mold.

Product Branding: Let It Shine

Got a product? Make it unforgettable. Product branding isn’t about being loud; it’s about being clear. It’s Chance the Rapper’s 3 hat—bold, simple, iconic.

Ask Yourself:

• What problem does your product solve, and who’s feeling it?

• Is your design telling a story?

• Are your ads and packaging making heads turn?

Think About:

Martell’s sleek bottle design. No explanation needed—it’s sophistication in a glass.

Service Branding: Experience Is Everything

You’re not selling a thing. You’re selling a feeling, an experience. Think Airbnb making you feel at home anywhere, or Spotify making your commute magical.

Ask Yourself:

• What makes your service unforgettable?

• How do you go from good to goosebumps?

• Are your reviews and testimonials loud enough?

Think About:

That local café that doesn’t just serve coffee—it serves your name with a smile, every single time.

Employer Branding: Dream Job Energy

Great brands don’t just attract customers—they magnetize talent. Think Google campuses or Beyoncé’s tour crew—everyone wants in because the culture speaks volumes.

Ask Yourself:

• Are you treating your team like your most valuable audience?

• Does your recruitment process reflect your brand’s values?

• What’s your employee retention story?

Think About:

A company whose LinkedIn posts don’t just talk about work—they show purpose, fun, and belonging.

Retail Branding: Make It an Experience

Whether it’s a store or a website, your retail brand is your stage. It’s where everything you say about yourself either comes to life—or doesn’t.

Ask Yourself:

• What mood do people step into when they enter?

• Are you making shopping feel like a story, not a chore?

• How are you making people want to come back?

Think About:

The way Shoprite makes grocery shopping an adventure—strategic displays, fresh produce, and localized touches that invite people to explore.

Digital Branding: Own the Feed

If you’re not owning your space online, someone else is. Digital branding isn’t optional; it’s the language your audience speaks. And it’s not about being everywhere—it’s about being everywhere that matters.

Ask Yourself:

• Are your socials a vibe or a mess?

• Is your website a destination or a detour?

• Are you telling your story visually, verbally, and authentically?

Think About:

Spotify’s Instagram: a mix of inspiration, curation, and user engagement. Every post feels intentional.

Co-Branding: Power Moves Only

Sometimes, two brands come together and create magic. It’s not just about combining audiences—it’s about elevating both brands in ways they couldn’t do alone.

Ask Yourself:

• Does this partnership amplify both brands?

• Are values and audiences aligned?

• How will success look and feel?

Think About:

Davido teaming up with Martell to redefine luxury for a younger, bolder audience. Or William Troost-Ekong and Puma delivering on style and athleticism, showing the intersection of sport and self-expression.

Geographical Branding: Sell the Dream

It’s not just a place—it’s a promise. Think Lagos nightlife, New York hustle, or Icelandic calm.

Ask Yourself:

• What makes this place unlike anywhere else?

• How does the narrative connect with its people and visitors?

• Are visuals doing justice to the vibe?

Think About:

The “I ❤️NY” campaign. It’s not about the logo—it’s about the stories behind it. Similarly, Lagos could inspire campaigns built on its vibrant cultural festivals, the allure of its nightlife, or the entrepreneurial spirit of its people, creating a lasting emotional connection.

Cultural Branding: Stand for Something

When your brand steps into the culture, it better mean it. It’s Zaron Cosmetics redefining beauty standards in Nigeria or TomTom mints embedding themselves in Naija pop culture.

Ask Yourself:

• What movement or values does your brand champion?

• Are you showing up authentically in those spaces?

• How do you handle the backlash that comes with bold moves?

Think About:

Zaron championing diversity by showcasing African beauty through bold campaigns, unapologetic representation, and products made for melanin-rich skin.

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What’s Your Groove?

Branding isn’t just strategy—it’s a statement. It’s how you tell the world what you’re about before you even open your mouth. So, whether you’re a creative, a company, or somewhere in between, make sure your brand speaks louder than words.

Remember, the vibe attracts the tribe. Make it yours.