“If the character is wrong, changing the font size won’t fix it” — Herman Zapf Today, we are looking at ‘CHARACTER. The character of great brands. This is something most people overlook in marketing or business strategies. But character is the hidden force behind every brand that lasts. When I began writing children’s books, I noticed something immediately. Children don’t just like stories. They fall in love with the characters. A book could have the most exciting story, but if the characters are flat, it won’t connect. The moment a character comes alive, everything changes. Children remember them. They talk about them. They anticipate the next story because they connect with the character’s personality, values, and even flaws. This is true beyond books. Think about hit movies or best-selling series. Spider-Man is more than a superhero. He is a character with traits people admire, relate to, or aspire to. Kweku Ananse in African folklore transcends all the stories; he represents wit, lessons, and values that resonate across generations. Even in movies, from Simba in The Lion King to characters in Nollywood, we always fall in love with the central character. That character becomes the heart of the story. Brands work in the same way. Every successful brand has a character. Coca-Cola, for instance, is more than a drink. It carries an image, a feeling, a personality. Apple is not just technology. It carries creativity, design, and simplicity that people connect with emotionally. These traits are the character of the brand. Character draws people in. It creates loyalty. It makes the audience say, “I understand this brand. I feel this brand. I want to be part of it.” And just like characters in stories, brands that have character become memorable. People talk about them. They advocate for them. They build a relationship with them. Understanding this is the first step to building a brand that lasts. Character is the essence of your brand. It is what people remember when they think of you, when they see your product, or when they interact with your business. Now let’s unpack what character means for your brand, how it attracts people, how it builds loyalty, and how it turns customers into a community. Character as a Magnet of Emotion You see, character is the magnet of emotion. In every story we love, there is always a key character at the center. That character has values, flaws, or a mix of both. And it is that mix that pulls us in. It makes us feel. It makes us care. Think about Simba in The Lion King. He is brave, but he also makes mistakes. That combination makes him relatable. Or Spider-Man. He is heroic, yet he struggles with ordinary life challenges. People connect with that. We see a part of ourselves in the character, or we aspire to be like them. That emotional connection is the glue that keeps us engaged. This isn’t limited to movies or books. It happens in folklore too. Kweku Ananse has lessons embedded in his character. His cleverness, his mistakes, and his personality make people remember him across generations. The same principle applies to brands. A brand without character is forgettable. It might sell once, but it will not inspire loyalty. Every brand must ask itself: what is my character? Aside the brand identities or the product, what does my brand make people feel? What traits define it? Coca-Cola evokes joy, togetherness, and nostalgia. Apple evokes creativity, simplicity, and sophistication. These traits are the brand’s character. People are drawn to them. They become emotionally invested. I see this all the time with children and animations. Kids connect with characters they recognize. It pulls people in, creates curiosity, and builds emotional bonds. In simple terms, your brand must have a character people can relate to. Something they can connect with emotionally. It is that character that transforms a product from ordinary into something memorable. Something people will choose not just once,

The Silent Brand Series Today, when you turn everywhere, people are screaming, shouting, yelling, and selling. If you are not careful, you will feel that you are missing out as an entrepreneur. You see, noise is often mistaken for progress. Everyone is talking, posting, shouting, and promoting, hoping to be seen, heard, and hired. Well, not all visibility translates into value. Some of the most successful professionals and brands today are not the loudest in the room; they are the most strategically silent. Recently, I had a conversation with a colleague in the personal development space. Years ago, he was actively pushing his brand, running social media ads, posting flyers, hosting small seminars, and trying to get noticed by every possible audience. He got a few gigs here and there, but the returns were modest. In his own words, “the payout was coins.” The visibility was high, but the value wasn’t matching up. Fast forward a few years, and his story completely changed. Today, he trains corporate directors and senior managers in major organizations. No flashy campaigns, no constant online noise, not even a physical office. Yet, his schedule is packed with high-paying engagements. What changed? Was it luck? No, it was strategic positioning through silence. Instead of chasing likes and shares, he invested in learning, upgraded his expertise, and joined professional networks that mattered. Within those intimate circles, HR associations, professional training cohorts, and corporate learning platforms, he began to share value quietly and consistently. And that small shift repositioned his entire brand. Now, he operates almost invisibly to the public eye but remains visible where it truly counts, among decision-makers and industry gatekeepers. His name moves in rooms he’s not even in, and the results speak for themselves. His current annual earnings from a few well-placed referrals surpass what he made in years of “trying to be seen.” The Myth of Loud Marketing NB: ‘Sika mpe dede’ LOL. A number of startups and entrepreneurs believe that to grow their business, they must be everywhere. They must post daily, run ads, and show up at every event. The assumption is that more visibility means more business. But that’s not always true. Noise without strategy only creates confusion. You may attract attention, but not the right kind. My colleague’s early efforts to be seen are a perfect example. He was visible but not valuable in the spaces that mattered. His audience was wide but not deep. He had followers but no real clients. This is where many brands miss the mark. They chase likes instead of loyalty, followers instead of clients, and views instead of value. Visibility alone doesn’t build trust. People don’t buy from you because they see you often; they buy because they believe in the results you deliver. The marketplace is already full of voices shouting for attention. What people now look for is clarity, credibility, and calm confidence. The brands that stand out today are not the noisiest but the most consistent in delivering results. Being everywhere is not the goal. Being effective where it matters. True growth happens when your presence aligns with purpose, when your visibility connects to real value. The Power of Strategic Positioning The thing is that, brands need visibility, but not all visibility is equal. Growth happens when your presence is recognized by the right people, not just a large number of people. This is what my colleague discovered when he changed his environment and network. After years of struggling to get noticed through public noise, he chose to upgrade his knowledge and enter professional circles that aligned with his new expertise. Within those smaller, focused groups, he found what he had been missing: access to decision-makers. He was no longer competing for attention on social media timelines. Instead, he was engaging directly with professionals who valued his skills.

How Quiet Brands Dominate in a Noisy World “Being a silent brand doesn’t mean rejecting marketing, technology, or AI—it’s about seeing opportunity where others aren’t looking, in the quiet corners and overlooked communities untouched by the noise.” — Bernard Kelvin Clive Today, I’m continuing the series I began some time ago about the concept of the “silent brand,” a theme I explore in my book The UnGoogleable Brands. I want to introduce what I call the Silent Brands Manifesto. If you resonate with these ideas, you might just be part of a new movement in branding—one that believes the greatest brands being built today are what I call silent brands. Rising of the Silent Brands Let’s get into it. Based on my research, observations, and real-world experiences, it’s clear that while there are many loud brands out there, some are fading, while others, quieter, more understated brands are thriving. I call these the silent brands. Let me take you back to a story from Kumasi. I noticed a local water brand with no billboards, no ads, just a simple label. Yet, in that community, it was thriving—outselling even the popular brands with flashy billboards in the same neighborhood. This water brand had no Instagram page, no radio ads, but still dominated about 60% of the local market. Customers kept buying, not because of hype, but because the product simply met their needs. Fast forward to Accra, in the Agbogba area. There’s a place known for its “Pure Water.” Years ago, a water company started there, serving the community without any advertising. Today, 60-80% of locals still patronize that water, not because of marketing, but because it was the first and it serves them well. This pattern repeats across Ghana. Whether it’s a bread seller with no label or a small business with no social media presence, these brands quietly dominate their local markets. They don’t need billboards or viral moments—they serve their communities exceptionally well. The Noise Economy is Broken We live in a world where the prevailing wisdom is: the louder you are, the more successful you’ll be. Visibility is equated with viability. Businesses are advised to create content calendars, capitalize on viral moments, establish personal brands, and maintain a consistent social media presence. This has fueled a multi-hundred billion-dollar advertising industry (estimated to be over $670 billion globally, according to the IMARC Group) that interrupts our daily lives, both online and offline, creating a constant buzz and, for many entrepreneurs, exhaustion. The average person now sees about 5,000 marketing messages daily. Yet, amidst all this noise, some brands are quietly printing money—profitable, impactful, and almost invisible. I believe the noise economy is broken. There’s a new path: the silent brand approach. The Silent Brands Manifesto Silent brands redefine what success means. They generate exceptional results through deliberate invisibility. They don’t chase trends, attention, or traction. Instead, they focus on what truly matters. Here are five uncommon things silent brands do—and how you can apply them: 1. They Own Their Market, Not the Media Silent brands don’t chase digital or social media fame. They own their small markets—whether it’s 50, 100, or 400 customers. They serve these customers so well that they become indispensable, even without a large online following. In Kumasi, the water brand I mentioned didn’t need to be on Instagram or TikTok. It simply focused on serving its immediate community. The same is true for the bread seller whose only “advertising” is the quality of her bread and the consistency of her presence. These brands are not distracted by the pressure to be everywhere. They are laser-focused on their core market, and that’s where their power lies. 2. They Weaponize Word of Mouth Word of mouth is their most powerful tool. By serving their customers exceptionally well, those customers become their sales reps. In every community,

During one of my trips, I walked into a mall and noticed a beautifully arranged automobile showroom. Shiny Range Rovers were lined up, polished, and inviting. Out of curiosity, I thought, “Surely, they’ll let me test-drive one.”



As I got closer, I realized something interesting: next to the cars was a neatly arranged table with small pastries and chocolates. At first, it didn’t make sense. What do pastries have to do with luxury cars? But curiosity got the better of my kids and me, so we went over for a closer look.



The salesperson welcomed us warmly. “Please, have a taste,” they said, but before handing over the treats, they politely asked us to fill out a short form. That was the hook. As we tasted the chocolates — one vanilla, one caramel, one dark- the salesperson explained how each flavor represented a particular Range Rover model.



Brilliant. The sweetness and texture of each bite became an associative anchor for the car it represented. Later, whenever I saw one of those cars on the road, I could almost taste that chocolate again — a testament to the experience’s power.



The sampling didn’t just generate a smile; it pulled us in and made the brand memorable. My kids enjoyed the moment, and I enjoyed the lesson: sampling is storytelling in action.



Makola Market Knows This Too



You don’t have to walk into a fancy showroom to experience this. Take a stroll through Makola or Kaneshie Market. The perfume sellers there have mastered the art of free sampling long before marketing textbooks even existed.



They don’t wait for you to stop; they bring the product to you: a quick spray on your wrist, a friendly smile, and suddenly you’ve entered their sales funnel. You walk away smelling good, feeling good, and maybe, just maybe, thinking of coming back to buy.



Back in the day, some schoolboys would pass through the market just to get a “free spray.” They didn’t have the money to buy, but they carried the fragrance and the brand wherever they went. This is subtle marketing at its best.



The Psychology: Why Sampling Converts



Sampling isn’t about giving things away; it’s about inviting people to experience your story. There’s a psychology behind it:




* Reciprocity: When someone gives you something, you naturally feel inclined to give back — even if that means buying their product.



* Trust Building: People trust what they can experience firsthand.



* Ownership Effect: Once someone experiences your product, they start to feel a sense of belonging — as if it’s already theirs.



* Curiosity Trigger: Free samples attract attention. They create a “let me just try” mindset that often leads to conversion.




Sampling bridges the gap between awareness and action. It transforms a passerby into a participant, and often, a paying customer.



Tangible Returns: The Core Marketing Benefits



Sampling might look like a small act — giving someone a free bite, a quick spray, or a short test run — but its effects run deep. Whether it’s a perfume seller at Makola or a global car brand, the goal is the same: to create connection, trust, and memory.



Let’s break down the tangible marketing benefits.



1. It Boosts Sales Conversion



Sampling turns hesitation into action. When people try your product, the mental barrier to buying is reduced.

Not long ago, I was on a long drive. My phone battery was running dangerously low, and I had forgotten my car charger. The previous night, I hadn’t charged the phone fully either, so I was running out of power fast. Along the way, I spotted a shop that looked promising, a bright, well-arranged phone accessories store. From outside, you could see neat displays of chargers, cables, headphones, and other gadgets. I pulled over, walked in, and asked for a charger.



The shopkeeper confidently presented a range of options. He assured me that all were “good quality,” and encouraged me to test one. As I looked around the shop more carefully, something caught my eye. Almost everything in that store was an imitation. Ninety-nine percent of the products carried names that looked familiar but were not quite right. A “NOKRI” instead of Nokia. “Samsong” instead of Samsung. A tiny tweak in spelling, logo, or packaging, but the clear intention was to imitate trusted brands.



The young man selling them believed in what he was offering. He insisted these were reliable and affordable alternatives. But to me, the reality was different. These were products built on deception, meant to confuse customers who weren’t paying close attention.



That visit left me reflecting. Why do some businesses rely so heavily on imitation? What makes a brand so attractive that others feel the need to copy it? And more importantly, how can original brands guard against this without losing focus on their core mission?



Every strong brand, at some point, faces imitation. It’s almost inevitable. The better your product, the more likely someone, somewhere, will try to replicate or counterfeit it. Books get pirated. Music gets duplicated. Software gets hacked. Shoes, phones, detergents, clothing, you name them. Once people see that a product is valuable, they will attempt to ride on its name.



But imitation carries two sides: it can be a compliment, and at the same time, a threat. I would like to explore both. I’ll share real-life stories, lessons from the market, and practical ways brands can protect themselves while still growing boldly and authentically.



Why Great Brands Get Imitated



One of the first truths to settle in your mind as a brand builder is this: imitation is often the tax you pay for excellence. People rarely copy what isn’t working. If your product or service is being imitated, it usually means you are doing something right.



Think about it, nobody bothers pirating a book that nobody is reading. No one wastes energy duplicating software that has no users. Nobody forges a brand that consumers don’t respect. Imitation is often the strongest signal that your brand has crossed a certain threshold of relevance.



When I stood in that phone accessories shop, staring at the “NOKRI” cables and “Samsong” chargers, it struck me: these big names had become so dominant that their identity was a magnet. Even a poor imitation of their names carried some weight in the marketplace. To the casual customer, seeing a name that looked familiar was enough to assume quality. That is the hidden advantage strong brands enjoy—the mere recognition of their names influences purchase decisions.



The same is true in publishing. For years, I have seen authors complain about piracy. But think about it: a pirated book is hardly ever a poorly selling one. It’s the bestsellers that get copied. If a book has no impact, no one takes the trouble to scan, print, or circulate it illegally. So, strangely, piracy is proof of value—though it’s still a threat that must be dealt with wisely.

Today, I would like us to discuss brand legacy, but not in an abstract sense. I’m talking about how a personal brand can live long after your career peaks. And who better to illustrate this than Celine Dion?



You know her, 27 albums, over 250 million records sold, one of the highest-paid performers in history, and a voice that hits notes most people can only dream of. If you love music, you know the energy, the passion, the way she commands a stage. But here’s the thing: for the past four or five years, Celine has been mostly absent from public performance.



Why? In 2022, she was diagnosed with Stiff-Person Syndrome, a condition that severely affects her ability to sing and perform. Suddenly, the unstoppable force of her career hit a pause. And that’s where the lesson begins, for anyone building a brand, a business, or a personal legacy: seasons change. Life throws surprises at us, and sometimes, even the strongest, most disciplined careers can slow down or stop.



The question is: what do you do when that happens? What structures, systems, and values have you built to carry your brand forward when your energy or circumstances shift? That’s exactly what we’ll explore in this article—lessons from Celine’s career, her family, her team, and her discipline, all showing us how to create a personal brand that can outlast even the toughest seasons.



Seasons Change — Build for the Unplanned



Life happens! Brand legacy isn’t tested on your best day; it’s proven on your hardest. Celine Dion reminds us of that. In 2024, her raw, moving documentary I Am: Celine Dion pulled back the curtain on a superstar navigating a life-altering diagnosis. It wasn’t glitter—it was grit. And it forced a simple truth on all of us building brands: seasons change, often without notice.



Celine publicly revealed in 2022 that she lives with Stiff-Person Syndrome (SPS), a rare neurological disorder that causes painful muscle stiffness and spasms—conditions that make singing and touring unpredictable. She ultimately canceled all remaining dates of her Courage World Tour to focus on recovery. That decision wasn’t a weakness; it was wisdom. It showed a brand putting health and longevity ahead of hype.



So what’s the lesson for us? Plan for winter during summer. In your “up” seasons, when the phone is buzzing and the stage is bright, build assets that will outlive the spotlight: a strong body of work, repeatable systems, owned channels, and a community that believes in your values, not just your vibe. That way, if life throws a curveball, your voice can keep traveling even when you must stand still.



Here’s how to future-proof your brand through difficult seasons:




* Document and diversify. Don’t rely on one stream (events, gigs, speaking). Package your knowledge—books, courses, catalogs, licensing, partnerships.



* Systemize your excellence. Create playbooks for how you show up: your process, your standards, your cadence. Systems keep the brand steady when you can’t be everywhere.



* Lead with values. When you’re transparent about your journey, people connect to your humanity, not only your highlights. That connection sustains you in quiet seasons.



* Protect the asset. Your health is part of your brand strategy. Rest, rehab, and rhythms are not luxuries; they’re insurance.




Seasons will shift. Illness, loss, market shocks, something will come. Build a brand that can breathe through it.



Maximize Your Prime

Why Drafting, Prototyping, and Preparation Matter in Your Work



Where are your sketches? Great things don’t come cheap!



Today, I’d like to take you back to a few personal stories that have shaped my perspective on the world of creativity, business, and execution. These stories carry a simple but powerful lesson: before you put out the product or service you’ve been dreaming of, you must go through a process of concept prototyping and preparation.



This goes beyond art. It’s about building anything worth building: a business, a book, a brand, or even a career.



Back to KNUST – My First Lessons in Preparation



During my time at the Kwame Nkrumah University of Science and Technology (KNUST), I studied Rural Art, which included coursework in sculpture, woodwork, and clay modeling. The rule in every creative project was clear: before you touch the clay, the wood, or the stone, you first needed to develop your idea on paper.



This meant going through conceptual sketches and idea development stages before creating the final piece. The lecturers didn’t just want to see your finished product — they wanted to know the thinking that led to it.



But here’s what happened.



A few of us, with minimal experience in sculpting or carving, would bypass the planning stage entirely. We’d grab a lump of clay and start molding whatever came to mind. Or pick up a piece of wood and start carving immediately. The only “plan” we had was in our heads.



When presentation time came, the lecturer would ask, “Where are your concept sketches? Where is your idea development stage?”



We would scramble. Some students would finish their sculpture first, then go back and hurriedly sketch something just to “prove” they had gone through the process. But in truth, the final work came first, and the so-called sketches were drawn after the fact.



It was a shortcut — and while it might have saved time in the moment, it robbed us of something bigger: the ability to think through, refine, and improve our ideas before execution.



The Danger of Skipping the Drafting Stage



That experience stayed with me, and over the years I’ve seen the same mistake play out in other fields.



In art, skipping the sketch stage means you might miss the chance to test, tweak, or even completely rethink your approach before committing valuable resources.



In writing, skipping the drafting stage leads to books or articles that could have been far better if the author had taken the time to explore different angles, remove weak sections, and strengthen the message.



I’ve written many books, and I’ve helped others write theirs. I’ve met people who are amazingspeakers, powerful preachers, eloquent orators — but when it comes to writing, their work feels flat. Why? Speaking often flows in the moment, while writing forces you to slow down, process, and refine your thoughts.



A draft allows you to:




* See the gaps in your logic.



* Add new analogies and examples.



* Remove what doesn’t serve your main point.



* Strengthen the structure and flow of your message.




In short, the drafting stage turns raw talent into polished work.



The Blueprint Principle



Think of your first draft, sketch, or prototype as your blueprint.



In architecture,

If Giants Advertise, Why Aren’t You?



Today, we are looking at marketing and the need for advertisement amidst all the digital stuff, social media, the bars, and all of that. I was having a conversation with a colleague and this subject or marketing and ads came up, so I decided to share some insights to help all of us.



Is there a need. Do I need to place ads as a small business owner or whatever business I’m running? Is it necessary? Can’t I use any other smart means and forget about paid ads? I’m going to share some data with you that will amaze you.



Then we’ll look at a few things that you need to do as a small business owner, whether you’re an enterprise or a brand, to increase sales and revenue and establish your name and brand.



If the Giants Are Doing It, Why Aren’t You?



Here’s the thing. When the top-performing companies in the world, the big names we all know and admire, are pouring billions into advertising, that should tell you something important.



Let’s talk data. According to recent reports from 2024 and 2025, Amazon, the global e-commerce giant, spent a staggering $31 billion on ads in a single year. Think about that. This is a company everyone already knows, yet they still invest heavily in making sure people don’t forget them. Why? Because they understand that visibility is a currency in today’s market. And it pays back, Amazon reportedly gets a 300–400% ROI on their ad spend. That’s massive.



And they’re not alone. Microsoft spent somewhere between $25 to $30 billion last year, focusing on enterprise marketing, cloud services, and especially pushing platforms like LinkedIn. Even a company like Google, the company that sells ads, spends billions on its ads. Why? Because even they need to stay visible.



The numbers don’t lie. Google’s parent company, Alphabet, invests heavily to keep its brand relevant across platforms. Their average return on ad spend is around 200%. It’s a cycle that works: visibility brings clicks, clicks bring conversions, and conversions bring revenue.



Let’s go to the beverage world; Coca-Cola reportedly spends $4 to $5 billion every year on advertising. And we all know how visible that brand is. They’re everywhere. From billboards to Instagram reels, Coca-Cola’s branding is hard to miss. They don’t stop because they know attention is short-lived; you have to keep earning it.



Even Apple, the tech minimalist’s dream brand, spent $2 to $3 billion on advertising in 2024. They could rely on word of mouth or loyal customers, but they chose not to. Why? Because they understand the principle: You can’t sell a secret. If people don’t know, they won’t buy.



So here’s the question I want you to honestly ask yourself:



“If these companies—who are already known, trusted, and highly profitable are consistently placing ads, what makes me think I can grow my business without it?”



Advertising isn’t optional. It’s essential. The moment you stop being seen is the moment you start becoming invisible. No matter how good your product or service is, if no one knows about it, it won’t sell.



Advertising isn’t just a smart strategy. It’s a survival tool in today’s competitive marketplace.



The 5% Who Win — A Lesson from Working with Authors



Over the past decade, I’ve worked with thousands of authors—coaching, guiding, and helping them publish and promote their books across platforms like Amazon...

Birthing Creativity Unusual Ways.



“Kids don’t wait for permission to be creative—they just get bored enough to try something new.” — Bernard Kelvin Clive.



Today, I’d like to discuss something I call “From Bored to Boardroom.”



Don’t we all get bored at times?



Well, it’s about how creativity is born—often not in the moments of pressure or hype, but in the quiet, sometimes repetitive spaces of life. The playgrounds. The routines. The places we often overlook.



Let me begin with a simple story, something I’ve been observing with my kids lately. Not just my kids, but others too. especially when I take them to the playground.



I’ve been watching how they play, how they interact. How do they explore? And the tools they use: the slides, swings, bicycles… You name it. And one thing keeps standing out to me.



The Playground Discovery



There was this one day at the park. The kids saw this new high slide. At first, they were cautious. Hesitant. They stood around it, quietly watching how others used it. No one wanted to be the first to try. It was tall. Intimidating. And unknown.



Eventually, someone gathered the courage to try it out. Then another. And another. My kids, too. Little by little, they gave it a shot. Climbing slowly and sliding down carefully. Sometimes falling, looking for help. You could tell—it was a mix of excitement and fear.



The same thing happens with bicycles. When they get a new bike, they’re excited—but unsure. They try pedalling. They fall. They need help. You support them, and they get up again. But soon… they get it. And the moment they do—oh, everything changes.



That’s when the real story begins.



The Birth of Boredom



Once they master the tool—whether it’s the bike, the swing, or the slide—they go all in. They enjoy it. They play. They laugh. But eventually… they get bored.



And that’s when the magic starts.



You’ll see them begin to improvise. They’ll try riding the bike with one hand. Then no hands. Then standing. Then, carrying a teddy bear while riding. They’ll try sliding backward instead of forward. Or climbing up the wrong end of the slide. Swinging while standing instead of sitting.



Why? Because they’ve mastered the basics, and now their brain is saying: “What else can I do with this?”



They’re not just playing anymore. They’re creating.



From Familiar to Fresh



The boredom pushes them to explore. The ordinary is no longer enough. The repetition becomes too predictable. So, they start pushing boundaries. Sometimes what they do is scary. Risky. Even dangerous. But that’s where innovation begins.



I watched my kids do things with those same old tools that I’d never even imagined. Not because I told them what to do, but because they had outgrown the basic use. And now their creativity had kicked in.



That’s when I paused and said, “This is it. This is what happens in business and branding, too.”



The Business Parallel



See, it’s the same for us. In business, we start like those kids. New idea. New space. New tools. We struggle at first. We copy what others are doing. We need support. Then we master it. We get comfortable. We can do it in our sleep.



But then what?



Boredom.

Ways to Preserve Your Brand for the Next Generation



“Documentation is the oxygen your business needs to breathe beyond your lifetime.” — Bernard Kelvin Clive



We often speak of legacy like it’s a retirement plan—something to think about in our twilight years, after the work is done. But legacy isn’t built at the end; it’s shaped in every intentional decision we make along the way. In my journey as a writer, brand coach, and father, I’ve learned this truth repeatedly: what we fail to prepare for today can’t be preserved tomorrow. Whether it’s a business, a belief, or a brand, what truly lasts is what we start grooming early, not just in systems, but in people. This article is a call to action for builders, dreamers, and parents alike: pass it on, but start now.



I will share with you three key areas to work on. Here we go!



Start Grooming Early



Some time ago, I was working on a ghost-writing project for a retired police officer. He was over 80 years old—yes, eighty!—and as we got into the book, he casually mentioned that he was now going into real estate. My colleague and I laughed—not at him, but in wonder. At 80, most people are winding down, not starting up. But here he was, not only learning but doing. He had already begun a project with a team and even directed us to visit the site. I was stunned. Why real estate at this stage? His answer? “People still need good places to live. And maybe it could be something for my children.”



That hit me deeply. This man wasn’t just thinking about himself—he was thinking about legacy. Not a mere inheritance of assets, but of mindset, opportunity, and a working system. That’s the essence of passing it on.



Fast-forward to a youth event I spoke at, with teens who had just completed their Basic Education Certificate Exams (BECE). You could feel the fresh energy in the room—some buzzing with excitement, others laid-back and indifferent, like they had hit life’s peak already at age 14.



After the session, I couldn’t shake a thought: These are the ones we hope to pass the baton to… but are they even ready to receive it?



That’s the dilemma many brands and businesses face. You build something with heart and soul, but when it’s time to hand it over, those next in line aren’t prepared—mentally, emotionally, or practically. So what happens? The brand fades. The business collapses. The legacy is lost.



This is why grooming must begin early. We can’t wait till we’re ready to exit. We need to bring people along through the journey, not just at the end of it.



One of my friends, a photographer, noticed how curious his son was about his gear. Instead of shooing him away, he began to give him child-friendly tools to explore. From small shoots to helping out on real projects, his son is learning by doing. Another friend with a passion for cars introduced his son to auto mechanics early, not by force, but through exposure. That’s how passion transfers.



It’s not about forcing your dream down someone’s throat—it’s about giving them the environment to catch the fire for themselves.



Takeaway:



Start now. Whether you’re a parent, a brand builder, a business owner, or a mentor, bring someone along. Don’t wait till you’re retiring or fading out to find a successor. Begin the grooming journey early so they can grow through the tough times with you. That’s how sustainable brands are built.



Document the Process

In An Evolving, Tech-Driven World



“Stay curious. What worked five years ago may no longer work today—keep refreshing your skills.” — Bernard Kelvin Clive.



We are in a world where things keep shifting—fast. Every day, something changes. A new technology. A new app. A new tool. AI technologies are everywhere. Businesses that existed five years ago have either changed completely or disappeared. New industries are emerging by the minute.



So, the question is: how do you stay relevant?



How do you keep your brand, your product, and your service from becoming obsolete?



Let’s talk about some key things I believe will help anyone—business owners, solopreneurs, brands—stay relevant in this fast-evolving world.



1. Build on Timeless Principles—Not Just Tools



First and most fundamental: You must be grounded in principles, not products.



Too many people build their brand on tools. On platforms. On trends. But tools come and go. What is hot today will be forgotten tomorrow. If your brand is built only on tools, when the next shiny thing comes along, you’ll be lost.



Build your brand on timeless principles. On values that do not change.



What do I mean? Principles like empathy. You’re not just selling products—you’re connecting with people. Your business is not just about exchanging goods for money. It’s about caring.



Principles like trust—don’t just polish things to look beautiful on the outside, but deliver real quality. Don’t just sell something that looks good but lacks substance.



Principles like kindness, love, empathy, integrity.



When you weave these values into your product or service, people will connect with your brand. They will trust you. They will love doing business with you.



Because here’s the truth: AI will change. Tools will change. Platforms will change. However, people will always crave genuine human connection.



Think of it this way: As an author, people don’t just want to read your book. They want to know the person behind the words. As a public speaker, it’s not just your message—it’s your tone, your energy, your voice that connects.



Even in a virtual space—podcasts, videos, online communities—people still want to feel that human presence.



A good friend of mine still sends handwritten notes to his clients. In a world of automated emails and AI bots, that little handwritten note stands out. It makes people feel seen, and valued.



Another Real Estate business owner I know, always adds a personal handwoven bracelet as a ‘Thank You’ gift —just to maintain that human touch. These are small things, but they matter. Robots can’t replace empathy. They can’t replace trust. They can’t replace human connection.



So, whatever you do—whether you’re selling products or services—bring in your human side. Build your business on principles, not tools. That will keep you relevant through every wave of technology.



2. Keep Learning, Keep Evolving



There’s a saying I love: “If you’re green, you grow. If you’re ripe, you rot.”



You must always keep learning. Always keep evolving. Stay humble.



Recently I read an article about Microsoft replacing some of their top coders with AI tools. These were people who had worked with the company for years, but suddenly a tool came along that could do the ...

“You don’t grow by showing up everywhere—you grow by going deep somewhere.” — Bernard Kelvin Clive



There’s an undeniable attraction to mastery. The world is drawn to excellence—whether it’s in art, music, business, or branding. People are drawn to the finished product, the seamless delivery, and the effortless appearance of work well done. But what’s often unseen, overlooked, and unappreciated is the silent discipline, years of failure and learning, and the persistence behind every moment of brilliance. This is what I call Mastering Your Art.



As an author of over 70 published books—and one who continuously writes, coaches, and helps others build their brands and publish—I’ve encountered a wide range of people: from aspiring writers to entrepreneurs, all eager to make their mark. Some are often stunned by the speed and precision with which I deliver results. They marvel at how quickly I write, and how decisively I guide them through branding or publishing. But the truth is, what looks easy is the product of years of unseen rehearsals.



The Illusion of Ease



Recently, I assisted a client in getting her book published on a digital platform—a task that had taken her weeks to complete with no progress despite seeking help elsewhere. She was referred to me, and within 30 minutes, I had everything sorted. Naturally, she thought it was easy. And when I quoted my price, she tried to bargain.



I smiled and said, “It’s not that easy.”



What she didn’t see were the years of late nights, failed attempts, learning curves, and endless hours of practice. What looked like a quick fix was the outcome of years spent mastering my systems, tools, and craft.



That experience reminded me why it’s important to talk about mastery—not just as a badge of honor but as a process of discipline, obscurity, and reinvention.



Here are six key stages that I believe everyone must pass through to master their art, build a brand with impact, and position themselves as leaders in their field.



1. Unseen Rehearsals: The Offstage Grind



Every great performance is preceded by days, months—even years—of unseen rehearsals. Before you see a dancer command the stage, a writer win awards, or a singer touch hearts, they’ve spent countless hours behind closed doors—failing, learning, and trying again.



This is what I call the “labor in obscurity” phase. It’s when you’re unknown, no one is clapping for you, and no results seem visible. But this is where the foundation is laid.



Too many people want to skip this. They rush to show up on social media and declare themselves “brands” without the necessary skillset or depth. But shortcuts to exposure without mastery will eventually reveal gaps you can’t hide.



Whether it’s writing, coaching, music, or art, you must invest the time. As Malcolm Gladwell popularized, the “10,000-hour rule” underscores the need to consistently practice your craft if you want to perform with excellence.



Your unseen rehearsals are not a waste of time—they are your most critical work. It’s where you polish your tools, develop your voice, and correct your weaknesses. Skipping this stage is like building a skyscraper without digging a solid foundation.



2. Moments of Stillness: Strategic Silence



At some point in your brand journey, you’ll need to embrace what I call “intentional invisibility”—a period of stillness and strategic silence.

Welcome to another episode of Your Personal Branding Podcast. Bernard Kelvin Clive here. Today, I have a special guest with me — Loren Nelson. Loren, welcome to the show!



Loren:Thank you so much for having me. I really appreciate it.



BKC:Let’s dive right in. We often talk about personal branding, digital marketing, and all things in between. From your perspective, what is personal branding really all about?



Loren:For me, personal branding is tied to self-worth. It’s about knowing who you are — being self-aware enough to show up in the world as your authentic self. That’s where true authenticity lies: in self-knowledge and the courage to be seen clearly by others.



BKC:I love that. Many people begin their personal branding journeys by jumping on digital platforms — LinkedIn, Instagram, TikTok — and putting out great profile pictures, fancy bios, and avatars. While that’s common, I often have issues with that approach. You mentioned something critical: self-awareness is the starting point.So let’s go there — how does one begin building personal self-awareness as a foundation for branding? How do I get to know myself and then build a brand in the right direction?



Loren:That’s such an important question. First, we need to understand that becoming self-aware is a process. It’s not instant. It often involves unlearning things we’ve been taught since childhood — beliefs, expectations, behaviors.



A lot of people think personal branding happens overnight: “By tomorrow, I’ll have this amazing brand.” But the truth is, it takes time and deep reflection. We need to look at how our experiences have shaped us — how certain situations formed our character and values.



One way I’ve developed my own personal brand is through journaling. I reflect on past experiences, how they’ve impacted my worldview, how I show up, and the kind of impact I want to create. Journaling has been a key tool for me — and I’d highly recommend it to anyone on this journey.



BKC:Let’s talk more about journaling. Someone listening might say, “Loren, journaling sounds hard. I’m not trying to write a book or script my life!” They may also worry about oversharing. What would you say to someone who finds journaling intimidating? How can they start — and use it to grow while also bringing their audience along on their journey?



Loren:I completely understand that concern. Personal branding isn’t about telling the world everything about you. It’s not about exposing yourself. It’s about clarity and relevance.



You start by getting clear on the industry or space you want to be known in. Then, ask yourself: What experiences or lessons have I learned that are relevant to this space?



Deep introspection is great for personal growth, but when sharing publicly, you only need to share what adds value and builds credibility within your niche.



Here’s how I approach it: Imagine you’re preparing for a job interview. You’d list the skills, experiences, and achievements that are relevant to the role. Do the same for your personal brand — list experiences that reflect your credibility and give you authority to speak in your space.



And yes, that includes moments of failure or hurt — those are powerful when framed as lessons. Write them down. Reflect on the stories behind them. Go deep.



Most people shy away from depth because it’s uncomfortable. And in a world of short attention spans, it feels easier to stay surface-level. But depth is where the real connection happens. If you want to build a strong personal brand, it’s absolutely worth the effort.



So,

Building a Brand with Honesty, Heart, and Hard Work“Passion alone is not enough. Your brand must meet a need, solve a problem, or serve someone.”— Bernard Kelvin CliveLet me tell you something many won’t admit: the brand you’re trying to build won’t come fully formed on day one. It won’t shine like those global names you’re admiring on Instagram. It won’t command five-figure deals or fill conference halls the moment you hit “post.”The process often starts with uncertainty, a quiet idea, or a frustrated question like, “How do I even begin?”That’s where I was over a decade ago—just a simple guy with a passion, a few books to my credit, and a desire to teach others what I was learning along the way. No fancy graphics – logos and all that stuff. No followers in the thousands. Just grit, generosity, and desire for growth.What I discovered is this: branding, career, and passion only align when you permit yourself to be both a student and a guide. To show up flawed but faithful. To serve before you sell. To plant long before the harvest.to show up with love and lead, even uncharted paths.This article isn’t a blueprint for overnight success. It’s my simple reminder that vulnerability, value, and vision can take you from “starting for free” to becoming a brand people trust—and pay for.Career Growth and TransitionsWe are in what I often call the “Me Era.” Everyone wants to show up as an expert. But what truly resonates today is vulnerability.For example, instead of quickly transitioning into a new area and calling yourself an expert because you were in another field. Here is the right approach. When you openly admit, “This is a new field for you — and not yet an expert’. Let’s say you were an expert in HR, but I’m now transitioning into AI Technologies,” that honesty draws people in.You invite your audience to journey with you. You say, “Come along with me. I’ll share my successes, my failures, and my learnings.” That openness builds trust. People begin to say, “Wow, this person is genuine — I can relate to that.”Personally, about 16 years ago, when I started writing and publishing books, I began teaching others how to do the same. And one of the first things I did — “Layering,” as I call it — was create a simple pathway. I gathered a core group and began offering value for free.No charge. No paywall. Just impact.I would host free virtual sessions to teach them how to write and publish. From there, I received lots of frequently asked questions — which helped me refine my content. Eventually, I introduced low-entry paid versions of those sessions.But by that time, I had already built trust. These people had seen my growth, been part of my learning journey, and now believed in the process.So, what happened? They trusted me — because they saw where I started and where I was going. I didn’t hide my flaws. I was vulnerable. But I also showed that I was evolving. That’s what allows people to say, “Okay, this person can help me grow too.”Free to FeeLet’s talk about growth and your brand journey.One of the challenges many young people face today is this: they want to see the money, but they don’t want to put in the effort. They want to look like the big brands or operate like the major players — but without doing the hard work that got them there.That’s why starting for free can be a powerful lever. It first requires confidence in yourself. You need to test the waters with your skill, product, or service — and the easiest entry point is often offering it for free.But that “free” isn’t just free — it’s you paying it forward. You’re preparing yourself and your offering ahead of time. It’s the entry price to becoming a strong brand. You gain feedback, experience,

Gifted but Gated: Doing the Work That Matters“Don’t just package yourself to look good; position yourself to do good.”— Bernard Kelvin CliveWe’re continuing our series on Gifted but Gated—a deep dive into doing the work that truly matters and building a personal brand that cuts across borders, breaks barriers, and outlives businesses. Today, I want us to explore something personal, something practical.Discovering the GiftYears ago, while studying at the Kwame Nkrumah University of Science and Technology, I pursued a program at the College of Art, Rural Art. Among the many disciplines we studied, one stood out to me—Sculpture, specifically the course titled “Wood Work.” It was a fascinating class, though quite different from the kind of art I naturally gravitated toward.I remember some of my classmates like Kwame Kyere Diabour and Preko George—these guys were extraordinary. They could pick up an ordinary log of wood, make a few chalk or pencil markings, and start carving. In no time, beautiful figures and forms would emerge from the wood. I often stood in awe. I would ask myself, “Where did they see that image?”I tried. I did. I attempted to carve, I observed, and I even tried to understand the science or logic behind it, but it just didn’t click for me. While I had artistic skills in other areas, when it came to sculpture, I couldn’t see what they saw or feel what they felt. It was then I realized something critical—there are different kinds of gifts.Understanding Your Zone of GeniusWe all have a desire to do great things, to learn, to grow—but there is always that one area, that space, where you fit most naturally. There’s something you were uniquely wired to do—and when you do it, it flows. Others might try to learn the same thing, but they won’t quite execute it the way you do. That’s the difference between skill and giftedness.Your gift is often the place where work stops feeling like work. It becomes a joy. A calling. A way of expressing the excellence and grace that was deposited in you from birth.As Michelangelo once said, “I saw the angel in the marble and carved until I set him free.” That’s the essence of true gifting—seeing what others can’t and bringing it to life.The Work That MattersSo, I ask you: What do you see in your craft, in your career, in your art?Maybe, like me, you’re able to write and bring out creative content that others might not be able to conceptualize. Maybe you see systems where others see confusion. Maybe you inspire people with your voice or your ability to listen.That’s your gift.Find your space. Discover your voice. Lean into your gifting and build your career or business from that place. When you align your gift with your purpose, work transforms from duty into delight. You’re not just sacrificing your time—you’re pouring out your essence. And the world notices.From Gift to BrandThis is where brand building begins—from the inside out. The foundation of an authentic personal brand is not a fancy logo, a curated social media page, or a string of buzzwords. No. It starts with the recognition and refinement of your gift.You take that gift, add skill, and begin to polish it. You sharpen your craft through practice, learning, and feedback. That’s how mastery is built. When you speak, write, design, build, or consult—your expertise shows. It shines through in your delivery.Branding that lasts is branding that is born from your gift.Skill and ExecutionMany people today fall into the trap of polishing without substance. You see it all over LinkedIn and social media—people packaging themselves to look polished online, but when hired, they fail to deliver. The execution doesn’t match the presentation. This is a major problem.If you’re not rooted in gifting, if you haven’t put in the work to develop your skill, the results will expose you.

Career Levers – Gifted but GatedTo we will explore how to break through a career ceiling using your personal brand. Many people find themselves feeling stuck in certain careers or fields.Previously, we discussed the factors that can cause individuals to stagnate or face limitations in their professional growth.Today, we focus on how building a strong personal brand can help you overcome these challenges and break through career ceilings, regardless of your field. Developing your brand involves several key actions: enhancing your professional presence, positioning yourself for discovery and recognition, and ultimately, achieving success and celebration in your work. More importantly, it enables you to offer services that positively impact others while also being profitable.I will guide you through this process using what I call the ‘Five C’s’—a framework designed to strengthen your career brand, overcome barriers, and excel in your chosen field.The Five C’s for Breaking Career Barriers1. Courage“Inaction breeds doubt and fear. Action breeds confidence and courage. If you want to conquer fear, do not sit home and think about it. Go out and get busy.” ― Dale CarnegieThe first and most important thing you need is courage. You must build confidence in yourself and believe that you have what it takes to move ahead. This is the courage to say, “No, I am not staying in the same place—I am moving forward.”Without courage, you may have plans and desires, but taking the first step—which might feel shaky, wobbly, and difficult—requires boldness.That same courage is what allows scammers to carry out their schemes so boldly. Many scammers exhibit this quality, stepping out fearlessly even when they know they could be caught, jailed, or exposed.So, if you have real substance—true expertise and value—you must build courage within yourself. You need the courage to take the first bold step in your career, to believe in your abilities, and to break free from limitations.The first thing you need is the courage to do, the courage to be, and the courage to believe in yourself—building inner confidence to move from one phase of your career to the next. That is what you need. You must carry yourself forward with courage.Now, courage will help you make decisions.Once you build confidence, the next step is…2. CredentialsOne of the key factors that help build confidence and push your career forward is credentials.In many professional fields, credentials are critical. In the medical field, for example, a doctor studies for seven to eight years to obtain their qualifications. Lawyers also study for a similar period. Credentials validate your expertise and position you for success.One way to build credentials is through certifications. You might need to take certification courses to solidify your expertise in a field. You may already know, but formal credentials—such as licenses and certifications—add credibility to your skills and open doors.For example, in accounting, ACCA certification provides recognition. In certain professions, you must renew your license periodically to prove that you’re still competent. Doctors, teachers, and other professionals must refresh their expertise to maintain their standing.Credentials are very important in helping you move forward in your career. Even if you are talented, lacking formal recognition can hold you back.However, credentials must be legitimate; while others may forge credentials to deceive people to land them the jobs they need, it never ends well for such. That’s why you must earn yours the right way—through the proper channels. No shortcuts, no fakes—just real, solid credentials that validate your expertise.3. CredibilityThe next important factor is credibility.Credentials often help build credibility, but they are not enough on their own. A doctor may have the title, a lawyer may have the certificate,

“The next generation is watching—let your brand be the permission they need to rise.” — Bernard Kelvin CliveSo today we are looking at some personal branding mistakes that people often overlook in building their personal brand, particularly through the lens of cultural and religious settings—especially in Africa—and how brands can break through to succeed and impact the lives of those who matter to them most.The need to build a personal brand—rising above the noise, social limitations, and cultural myths or biases—is critical to standing out. You know, long before now, some religious and cultural systems didn’t give women the opportunity to lead or take the front lines. I mean, to spearhead great initiatives or even engage in challenges like going to war—those were seen as men’s responsibilities.Over the years, things have evolved, and now women are taking up major roles. However, the belief systems that shaped earlier generations still hold many women back. When they reflect on how society or their ancestors perceived them, they often shrink from who they’re meant to become. Though some women boldly step out and have a voice, fame, and platform, many are still hindered by social norms and expectations.1. The Self-Belief Gap: Overcoming Cultural LimitationsThe first challenge—and mistake—is the struggle with self-confidence and self-worth. Women, especially, need to examine their backgrounds and identify the cultural and religious beliefs that have limited their voices or discouraged self-promotion in business or leadership.Once this awareness sets in, they can intentionally break out of those limitations. When you realize why you’ve been held back, you can more consciously challenge and change the narrative. So yes, now is the time to step out—as many women are already doing—to voice your opinions, share your message, advocate for others, and drive innovation and change.This break in stereotypes becomes fuel for future generations. When young girls see women boldly and rightly positioning their brands, not just to be loud but with a clear sense of purpose and understanding, they are inspired to do the same.This first mistake doesn’t just affect women—some men are also held back, especially in African societies where children are taught not to speak unless spoken to. You don’t ask questions, you don’t question leaders—be it in religion or governance. This stifles creative expression and personal growth.If you want to build a strong brand, address the mindset and belief systems that limit your voice.When that self-belief gap is bridged, younger people can step forward—not boastfully, but rightly—and confidently own their space. Personal branding isn’t self-promotion for fame; it’s about putting your best foot forward, adding value to others, and showing up in ways that help and inspire.2. The Perfect Persona Trap: Don’t Fake FlawlessnessThe second mistake I find rising brands making is positioning themselves as flawless—like the ideal, perfect brand. They step out with an “I’ve got it all together” attitude. You see them on TikTok or Facebook presenting a polished image that suggests they’re always on top, never making mistakes. That’s a big mistake.We don’t build authentic brands that way. When you create a perfect image—flawless, untouchable—you eventually lose credibility. People stop relating to you because they can’t connect with someone who seems unreal.Every human has flaws, weaknesses, or struggles they deal with behind the scenes. To build a truly authentic brand, let some of those struggles be known. Share the parts of your journey that others can learn from. When people know you’ve been where they are—or are still navigating challenges—they gain courage and connection. They know you’re real. Reveal the real behind the reels.You don’t have to spill everything.

“A business without customers is just a hobby with expenses.” – Bernard Kelvin Clive Today, we continue our series on customer care, customer experience, and handling negative feedback. This is especially vital for small business owners and brands who want to build and sustain a cordial relationship with clients. Businesses thrive on clients—without them, there is no business. That’s why every single customer should be treated like gold. There are many instances where businesses fall short, and these shortcomings must be addressed. In the previous article, I shared some personal experiences with vendors and clients, and how I handled them. That piece sparked a lot of conversation—others shared similar stories, especially from the entrepreneurship ecosystems in Ghana and Nigeria. So, let’s get into some of those insights and lessons. The Customer Care Shift: From Humble to Haughty Most small business owners start off strong with customer care. When they’re just launching, their focus is on gaining traction. By default, they treat their first clients well—polite, patient, and attentive. “Please buy from me.”“Try my product or service.” These are common initial pleas. The tone is warm and welcoming. That behavior is often the reason they get their first few loyal customers. But here’s the problem: once they begin gaining popularity—especially online with digital followers—their attitude shifts. The very people who helped elevate their brand suddenly start receiving less attention or, worse, are disregarded. I call this the celebrity stage. It’s the point where some brands think they’ve “arrived.” When Complaints Are Met with Disdain If a customer complains about a service or product that didn’t meet expectations, that feedback should be seen as an opportunity to grow. But what often happens? Customers are treated with disdain. It’s worrying, especially when the very customers being disregarded are the ones who helped build the brand’s foundation. Businesses should never forget their “first love”—those early patrons who gave them a chance when nobody else did. Create a category for such customers. Recognize them. Honour them. Treat them with intentional respect and benefits. They are your core tribe. The Price Trap: When Growth Pushes Old Clients Away Another issue arises when businesses start pricing their products or services higher after gaining some traction. Again, there’s nothing wrong with charging what you’re worth. However, a strategic pricing model should still exist—especially for your early supporters. Offer loyalty bonuses or discounts. These clients held the fort for you. They shared your posts. They referred people. They were your marketing department before you had one. If your pricing suddenly becomes exclusive and unreachable to your early adopters, you’re essentially pushing them out. That’s not how sustainable business is done. Put customers in different categories and serve them accordingly. If growth is overwhelming, delegate. Employ systems or people to handle parts of your customer relationship management. Use tools to automate and streamline. Numbers can overwhelm, yes—but systems can balance the load. The Cost of Disregard: Real Stories That Hurt Let me share some real-life stories that reflect these challenges. Worlanyo’s Disappointment: From Supporter to Ignored Nanyi Wolanyo, a clinical psychologist and a member of a mentorship group I’m part of, shared how she supported startups and friends in business by buying from them and referring clients to them. At some point, however, these businesses began ignoring her. She would place orders and get no responses or delivery. This really hurt her. She said, “You were the same people who begged us to buy from you. Now you’re acting like you don’t need us.” That is a trend that must be addressed. If you’re growing and cannot manage everything, communicate clearly. But never disregard those who held you down when you were nothing.

In this article, we’re looking at trends and traditions—the dangers of following trends blindly and the risks of sticking to traditions when the signs are clear for a transition. In it right? In a small business management group, we discussed the content we share for an organization whose portal we manage. One of the interns suggested that we should run the captions in a particular way because they had seen several similar organizations using the same pattern. I paused for a moment and then told them that just because others are following a particular pattern doesn’t mean it’s the right fit for us. Firstly, it doesn’t mean it’s right. What they are doing may be completely wrong. Just because they are screaming and shouting doesn’t mean we should also scream and shout to get the attention of our audience. We need to run our content through a set of filters to ensure that what we produce aligns with the brand we are working on. Blindly following trends is dangerous both for business owners and brands. The fact that something is trendy doesn’t mean we should all jump on it. That said, there is a time for leveraging trends. However, for brands to stay on the right path and maximize exposure, they must always have standards and metrics to work with. Brand Alignment: Does the Trend Fit Your Identity? When something is trending and we want to follow it, the first check we need to run is what I call brand alignment. What is trending at the moment? For example, everyone is using voiceovers and dancing on TikTok. But is that something that aligns with our brand strategy, values, and signature? Does it fit with the kind of audience we want to impact? If it doesn’t align in any way—regardless of its reach and impact—or if we can’t find a way to align it with what we stand for, then we must uncheck that trend. Brand Values: Staying True to What You Stand For The second filter to apply is brand values. Every brand, whether a solopreneur, MSME, or large corporation, has values. What are your brand values? Authenticity? Honesty? Integrity? If a trend violates your core values, then it’s not something you should follow. Just because people are craving certain types of content doesn’t mean you should feed them with it. Staying true to your values ensures long-term trust and credibility. I recall a conversation with a few friends about different types of brands. We observed some individuals skyrocketing in their industries by adopting certain methods. Someone asked why we weren’t trying those methods. We all laughed because we knew what we stood for. Our brand values were based on honesty and authenticity. Yes, others were succeeding, but for us, it didn’t align. Just because people are making money from a certain trend doesn’t mean we should follow suit. There’s something within a person’s core that tells them when something doesn’t feel right. We can make millions, yes, but if it doesn’t sit well with our conscience, then it’s not worth it. Ethics: Is It Right or Wrong? The third filter is ethics. Some believe that to break through in business, you need to be ruthless and relentless—doing wild and crazy things to gain attention. But even amid that, you need to step back and ask yourself: Is this ethical? Are you violating certain principles or values? Are you twisting arms, misleading people, or engaging in deceptive marketing just to sell products and services? If something is unethical, no matter how successful it appears, it is not worth the compromise. Every business or industry has its code of conduct and ethics. Journalists, public speakers, PR professionals, and content creators all have ethical standards to uphold. Violating these ethics for the sake of trends can be damaging in the long run. Yes, others may disregard ethical standards to trend, but if you filter your decisions through these values and realize they don’t align, then it’s best to avoid them. When to Leverage Trends On the flip side, not all trends are bad.

Entertainers Seek Likes. Entrepreneurs Seek Leads. Have you ever posted something online and received thousands of likes but saw no real business growth? In today’s digital world, it’s easy to get caught up in the numbers—likes, views, and shares. However, if you’re serious about building a brand or growing a business, you must focus on the right metrics. The Fundamental Difference Entertainers crave likes. Entrepreneurs crave leads. Entertainers go after likes. Entrepreneurs go after leads. This distinction is so critical for one’s success in the digital ecosystem. If you position yourself as someone who simply follows the trends, chasing followers and social media virality without a solid plan to monetize your efforts, you may miss the essence of doing business in this digital age. Positioning Yourself for Growth You need to decide: Are you merely entertaining people for likes, or are you strategically positioning yourself to generate leads? Having a post go viral with thousands of likes means little if it doesn’t translate into something tangible. Consider this—some people have massive engagement on their posts, but it doesn’t lead to anything meaningful. It’s just entertainment. There’s no clear call to action, no structured pathway for conversion. On the other hand, entrepreneurs—real business-minded individuals—focus on monetization. They seek leads, not just visibility. The Power of Leads Over Likes Great entrepreneurs understand this concept. You may see their posts getting fewer likes, but behind the scenes, they are generating leads and converting them into paying customers. That’s the mindset small business owners, entrepreneurs, and personal brand builders must adopt. Your goal should be to provide value, help, and impact lives. But at the backend, there should be a system that constantly generates leads, allowing you to monetize what you do and scale your business. If you focus only on likes, you may end up with a massive following that doesn’t contribute to your financial growth. That’s why you must shift your focus. The Business Behind the Content If you’re an entertainer—creating funny videos, skits, or viral content—that’s great. But what’s the business behind it? Do you have a long-term plan? Do you want to be a stand-up comedian? Do you intend to monetize your content through brand deals or advertisements? Without a structured strategy, you’ll simply be another content creator hoping for recognition instead of someone strategically building a business. Thinking Like an Entrepreneur Instead of just posting and hoping for likes, think like an entrepreneur: When you start thinking this way, you’ll realize that every piece of content should have a backend strategy. It’s not just about putting content out there; it’s about building a system that converts engagement into income. I’ll share three examples from Ghana to illustrate a key difference: entrepreneurs seek leads, while entertainers seek likes. First, comedian Parrot Mouth, a Christian comedian, runs the Laugh It Off program two to three times a year. While he has a social media presence, he doesn’t rely on online clout to sell tickets. His visibility helps, but he has a solid system that ensures tickets are sold and venues are booked in advance. That’s the difference—a business strategy behind his online presence. Having a social media following is great, but without a system to generate leads and convert them into sales, it’s just vanity. Your presence should work for you, not just make you visible. Another example is Dr. Jeff Bassey, who runs ILS International Leadership and Strategy Institution. He has trained corporations, institutions, and multinationals for years. If you check his Facebook presence, he shares deep, insightful content, but his posts don’t always get high engagement. Yet behind the scenes, his business thrives because he has a system in place to secure clients. Many with massive online influence don’t achieve a fraction of his succ...