“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, but repeatedly. The character becomes the heart of the brand, the point that people remember and care about.

Emotional connection is everything. When people feel something for your brand, they don’t just buy your product. They invest in the story, the experience, and the identity it represents. Character is the invisible thread that binds them to your brand.

People Follow Characters, Not Logos

The second thing is this: people follow characters, not logos.

Think about it. When a well-known personality moves from one company or platform to another, many followers move with them. They are not loyal to the organization or its logo. They are loyal to the character—the person behind it. Followers connect with personality, authenticity, and values. That is what drives engagement and loyalty.

I’ve seen this personally. People attend programs, shows, or events simply because of who is involved. They want to experience the character. I remember driving with my kids when they spotted characters on a billboard. At first, I didn’t see what they were talking about. Weeks later, we passed the same billboard again. This time, I looked closely. They were animated characters, not real people. Yet my kids were drawn to them. They recognized these characters from the animations they loved. They felt a connection.

That is how character works. People respond to personality. Companies and brands understand this, which is why they create personas around their products. Think about theme parks, merchandising, or even marketing campaigns. Behind every product is a character that people can relate to or admire.

For personal brands, this is even more important. What is the personality your audience can connect with? What traits make people care about you beyond the product or service you offer? If you can define this character clearly, people will follow you anywhere. They will engage with your ideas, share your message, and even advocate for your brand without being asked.

Influencers demonstrate this clearly. A celebrity endorsement works because people love the character behind the endorsement. Take someone like Nana Ama McBrown in Ghana. Her followers connect with her personality. When she endorses a product, people trust it because they already admire her character. The brand’s credibility grows through her character.

The is the point: people follow humans, characters, and personalities. They don’t follow logos or slogans. Your brand must have a character people can relate to, admire, and emotionally invest in. When they connect with that character, everything else—the products, the services, the campaigns—becomes easier to engage with.

The question for every brand is simple: what is your character? What personality, values, or traits make people want to follow you? That character is the key to building long-term loyalty and turning customers into advocates.

Products Built Around Characters

The third thing is this: products are built around characters.

Look at major industries, especially entertainment. From children’s books to movies, characters drive products. Think Harry Potter. Beyond the books and films, there are toys, souvenirs, and theme parks. The character becomes more than a story—it becomes a product that people want to own, experience, and engage with repeatedly.

This works intentionally. When children fall in love with a character, they want to interact with it. They want books, toys, games, and experiences. The emotional connection makes merchandising and product sales effortless. The character becomes the bridge between emotion and commerce.

Brands outside of entertainment can use this principle too. What character can your brand create? How can that character be part of your product experience, marketing, or extensions? The key is to make the character relatable, memorable, and emotionally engaging.

For brands, this means your product should not just sell utility—it should carry the essence of your character. Your brand’s traits, values, and personality should shine through the product or service. When people connect emotionally with your character, they are more likely to engage, buy, and advocate.

Products built around character also create opportunity for extensions. A simple service can become a series of experiences, merchandise, or campaigns. Fans who love the character become repeat customers. They share your brand story and attract more people.

The point is this: your character can transform a product from ordinary to something people care about. Your product becomes a vehicle for your brand’s personality, values, and story. That is how you turn attention into loyalty and connection into business growth.

Character as Reputation: Your Invisible Currency

The fourth thing to understand is this: character is your reputation.

It is the invisible currency that sells your brand. Beyond logos, slogans, or advertisements, character reflects the truth of your brand. It shows the quality, honesty, empathy, and consistency of everything you do. It builds a reputation that money cannot buy.

Marketing can attract attention. It can drive people to try your product once. But your character is what keeps them coming back. People stay because they trust the personality and values behind your brand. That trust creates loyalty, and loyalty sustains growth over time.

Think about major brands or personalities you admire. The reason people keep coming back is not just the product, it is the character behind it. Kids trust the consistency of a beloved animated character. Adults trust the reliability and honesty of a brand they connect with. That trust comes from character.

Your reputation is your most valuable asset. It is your real advertising budget. A strong character can scale your brand. A weak character can limit growth, no matter how much marketing you do. That is why consistency matters. Your audience notices the small things: the quality of service, the tone of communication, the way problems are handled. Every interaction builds or erodes your character.

Character also builds emotional security. People feel safe engaging with brands they trust. They know what to expect, and that predictability strengthens their connection. For personal brands, this means demonstrating values openly and consistently. For businesses, it means showing integrity in products, services, and communications.

Your character is the foundation of trust and loyalty. It is the invisible currency that influences decisions and builds lasting relationships. Without it, your brand is just a product. With it, your brand becomes a movement, a story people want to be part of, and an experience they will follow, share, and remember.

Character Creates Culture and Community

The fifth thing is this: character creates culture and community.

Think about the fans of a football player or children who love Frozen, or Spider-Man. They form groups. They share experiences. They feel they belong. Character builds that sense of identity, pride, and connection. It brings people together around shared values and passions.

Great brands do the same. Apple inspires a culture of creativity and innovation. Nike builds a culture of achievement and determination. Bollywood stars cultivate communities of fans who share a love for their work and the values they represent. Character is the center of these communities.

Your brand can do this too. Ask yourself: what community does my brand create? Who belongs here? How can people plug in, feel recognized, and identify with my brand? When people connect with a character, they become part of something bigger. They join a movement, a culture, a story.

Characters don’t stand alone. They create networks and systems of connection. Fans become advocates. Customers become loyal supporters. Followers become active participants. This is the power of character. It turns ordinary engagement into a committed community.

For personal brands, this is especially important. Your personality and values set the tone. People are attracted to those traits, and they gather around them. They share stories, recommend products, and participate in discussions. Your character becomes the glue that holds a community together.

Even in business, this principle works. Think about brands like Lego, Marvel, or Disney. They don’t just sell products. They sell experiences, belonging, and participation. They cultivate a sense of shared identity among their audience. The characters, their values, and their storylines create that culture.

Your brand’s character defines the culture it builds. It creates a sense of belonging, identity, and purpose for your audience. This culture transforms ordinary customers into loyal communities. It turns casual followers into passionate advocates.

When you build your brand, think beyond the product. Think about the character. Think about the culture it will create. Think about the community that will gather around it. That is how character multiplies value, impact, and loyalty.

In closing, remember that building on character is the foundation of lasting brand success. Think about it. What is the character of your brand? What will make people fall in love with it? What community will it create? What legacy will it leave?

Build on character. Make it your brand’s heartbeat.

The best is yours.

Remember, I’m your brand and publishing consultant.

The Silence Advantage: How Selective Visibility Creates Premium Opportunities in Professional Services

• Amazon Kindle Edition
• Kelvin Clive, Bernard (Author)
• English (Publication Language)
• 123 Pages - 11/02/2025 (Publication Date)

$4.99 Buy on Amazon UnGoogleable Brands: The Rise of the Silent Brands

• Amazon Kindle Edition
• Kelvin Clive, Bernard (Author)
• English (Publication Language)
• 68 Pages - 03/01/2025 (Publication Date)

$3.99 Buy on Amazon REBRAND: The Ultimate Guide to Personal Branding

• Amazon Kindle Edition
• Clive, Bernard Kelvin (Author)
• English (Publication Language)
• 127 Pages - 07/16/2014 (Publication Date)

$9.99 Buy on Amazon

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. These were people in charge of training budgets, people who could hire and recommend him for bigger projects.

From those quiet interactions came powerful results. Referrals started to flow naturally. Former students and trainees began mentioning his name in board meetings. Soon, his phone was ringing with new opportunities.

He didn’t need to shout to be noticed. His work spoke for him. His reputation grew through the people he had served well. That is the essence of strategic positioning—knowing where your presence produces the most value and nurturing relationships in that space.

The key to lasting growth is not wider exposure but deeper connections. When the right people trust your work, they become your marketers. They will talk about you in rooms where your brand can grow.

Building Silent Influence

Silent influence is not about hiding your brand. It is about positioning yourself so effectively that your work speaks louder than your words. The power of a silent brand lies in relationships, results, and reputation.

When people experience your value directly, they remember you. They talk about you to others. That is how influence spreads—quietly, consistently, and meaningfully. My colleague’s success didn’t come from advertising or self-promotion. It came from the small group of professionals who experienced his training, trusted his delivery, and began recommending him to others.

This is what every brand should aim for. Build a strong network of satisfied clients and partners. Nurture those relationships. Stay in touch. Offer support, updates, and new resources. These actions keep your name alive in the right circles.

Many entrepreneurs make the mistake of chasing new audiences while neglecting the ones they already have. Yet, the best growth often comes from repeat business and referrals. When your service is genuine and your delivery consistent, people remember. They return and bring others with them.

Silent influence is not passive. It requires intentional effort behind the scenes. You must follow up, maintain communication, and continue delivering value long after the first engagement. Over time, your quiet efforts will build a strong wave of recognition that carries your brand forward.

Niching Networks That Work

Your network is one of your greatest assets, no doubts. The right people can open doors that no advertisement ever will. For a silent brand, this is where the real work happens—behind the scenes, in small circles of trust and credibility.

When my colleague shifted his focus, he didn’t just change his field; he built relationships that mattered. His new connections were professionals who valued his contribution. They were the ones who made key recommendations and referred him for high-value projects. That is the strength of a working network.

A functional network is not about collecting contacts; it is about creating connections that count. Spend time knowing the people in your circle. Understand their goals and challenges. Find ways to add value to them. When you invest in people without expecting immediate returns, you plant seeds for future opportunities.

It is also important to keep your relationships alive. After every project, follow up. Thank your clients. Ask for feedback. Share useful resources that can help them grow. Small gestures like these strengthen your professional bond.

As your network grows stronger, your visibility increases naturally. People in trusted spaces will mention your name when opportunities arise. They will remember your professionalism, reliability, and impact. That is how a silent brand stays relevant—through the strength of relationships and the reputation of results.

The Discipline of Consistency

This consistency thing doesn’t come cheap. Consistency is the heartbeat of every strong brand, show up and shine. It is what keeps your name credible long after the noise fades. A silent brand thrives on quiet but steady delivery, doing what you promise and doing it well every time.

Many people start strong but lose momentum when results take time. They shift focus, change direction, or chase trends. Yet, those who stay true to their purpose and maintain quality eventually stand out. Consistency builds trust, and trust builds influence.

My colleague’s rise did not happen overnight. It came from years of showing up, teaching, learning, and improving. Each training session, each presentation, added a brick to his brand foundation. People began to associate his name with reliability and excellence.

That is the secret of sustainable success. When people know what to expect from you, they keep coming back. Your consistency becomes your silent advertisement. It tells your story when you are not in the room.

Every engagement is an opportunity to reinforce your brand promise. Deliver your best every time, even when no one seems to be watching. Silent brands are built in those quiet moments of dedication and discipline. Over time, your steady efforts will speak louder than any marketing campaign.

Visibility in the Right Spaces

Silence in branding does not mean invisibility. It means being seen by the right eyes, in the right places, and for the right reasons. Many people confuse noise for presence, but there is a clear difference. Noise attracts attention for a moment; presence earns trust for a lifetime.

My colleague’s new level of success came from a shift in visibility. He stopped trying to be everywhere and focused on being effective where it mattered. Instead of chasing followers, he served professionals who made real decisions. Instead of spending on promotions, he invested in relationships that multiplied his reach.

This kind of visibility is strategic. It is intentional. It ensures that your brand is positioned where value is recognized and rewarded. When you align your presence with your purpose, you save time, money, and energy.

Ask yourself, where do the people who need your solutions gather? What events, platforms, or groups do they belong to? Be there. Serve there. Contribute meaningfully. Your visibility in those focused spaces will carry more weight than years of shouting into the digital crowd.

A brand that knows where to show up earns quiet respect. People may not always tag or mention you online, but they will remember you when it counts—when contracts, collaborations, or referrals are on the table. That is what it means to be visible with purpose.

Sustaining Growth Through Relationships

In business, lasting growth is built on relationships, not reach. When people trust you, they return. When they are satisfied, they refer you. Relationships create the bridge between opportunity and continuity.

My colleague’s story continues to prove this truth. His business keeps expanding, not because of advertisements, but because of the relationships he has built and maintained. The people he trained years ago still call him for new projects. Some of them have moved to different organizations and take his name along. That is how strong connections sustain a brand.

Every satisfied client is a door to another. When you serve people well, you stay on their minds. They remember your professionalism, your reliability, and how you made their work easier. That memory becomes a recommendation in their next meeting or conversation.

To sustain this kind of growth, always nurture the connections that helped you rise. Stay in touch through simple gestures, check-ins, thank-you notes, helpful updates, or shared resources. It shows that you care beyond the transaction.

Silent brands grow on this foundation of trust and value. They don’t compete with trends or chase attention. They serve deeply and let their relationships carry their name forward.

In the end, people trust people, not platforms. When your brand focuses on genuine human connections, you build something that lasts beyond campaigns or seasons.

The Silent Brand Advantage

Silent brands operate differently. They focus on depth, not display. Their influence grows from value, not volume. While others chase trends and attention, they stay grounded in service, strategy, and substance.

The advantage of a silent brand lies in control and credibility. You are not driven by the pressure to constantly post, promote, or prove yourself online. Your energy is directed toward creating real impact where it matters. You move quietly but with purpose. You build results that speak louder than words.

A silent brand earns respect, not just recognition. People may not always see you, but they feel your presence through the difference you make. They trust your consistency, your delivery, and your authenticity.

This kind of positioning also protects your peace. You don’t need to compare your progress with others or measure success by social engagement. You measure it by the quality of relationships, the satisfaction of your clients, and the growth you continue to experience.

In a noisy digital world, the power of silence stands out. It signals confidence, mastery, and focus. It tells people that your worth is not in what you say, but in what you deliver.

That is the true advantage of a silent brand, it grows quietly, steadily, and sustainably, while others exhaust themselves trying to be seen.

Positioning Your Brand for Silent Power

Every brand must choose how it wants to be remembered. You can chase attention or build authority. You can make noise or make an impact. The quiet path may not give instant visibility, but it produces lasting influence.

Strategic silence is not inactivity. It is intelligent restraint. It is knowing when to speak, where to show up, and how to deliver value that moves people. When your brand is positioned with purpose, your silence carries power. People begin to speak for you, doors open naturally, and your name travels farther than your marketing ever could.

If you are building a business, a ministry, or a personal brand, take a closer look at where your energy goes. Are you spending it on promotion or positioning? Are you focused on being seen or being needed? The difference defines your long-term success.

Like my colleague’s journey, your breakthrough may come not from being louder, but from being wiser. Focus on quality, relationships, and consistency. Invest in the small circles that matter. Deliver excellence quietly, and let your results echo where your voice doesn’t reach.

Silence, when guided by strategy, becomes strength. It gives your brand space to grow, credibility to stand firm, and influence to expand naturally. That is the value of silence in business, the strength of a brand that doesn’t just speak, but is spoken about.

Remember, I’m your brand and publishing consultant.

The Silence Advantage: How Selective Visibility Creates Premium Opportunities in Professional Services

• Amazon Kindle Edition
• Kelvin Clive, Bernard (Author)
• English (Publication Language)
• 123 Pages - 11/02/2025 (Publication Date)

$4.99 Buy on Amazon UnGoogleable Brands: The Rise of the Silent Brands

• Amazon Kindle Edition
• Kelvin Clive, Bernard (Author)
• English (Publication Language)
• 68 Pages - 03/01/2025 (Publication Date)

$3.99 Buy on Amazon REBRAND: The Ultimate Guide to Personal Branding

• Amazon Kindle Edition
• Clive, Bernard Kelvin (Author)
• English (Publication Language)
• 127 Pages - 07/16/2014 (Publication Date)

$9.99 Buy on Amazon

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, people know where to go for the best product or service—not because of ads, but because of recommendations.

This is not accidental. Silent brands intentionally create experiences worth talking about. They know that a satisfied customer is more valuable than a thousand likes on social media. In fact, word of mouth is often more sustainable and trustworthy than any paid campaign. When people in a community recommend a product, it carries weight. It’s personal, it’s trusted, and it’s effective.

3. They Choose Depth Over Reach

Silent brands focus on depth, not breadth. They don’t need 10,000 or 50,000 followers. Instead, they build deep, meaningful relationships with a smaller group of loyal customers who become their advocates and backbone.

This is a conscious choice. Instead of spreading themselves thin, silent brands go deep. They know their customers by name, understand their needs, and anticipate their desires. This depth creates loyalty that is hard to break. It’s not about being everywhere; it’s about being irreplaceable to the few who matter most.

4. They Profit from Invisibility

These brands don’t spend on ads or influencers. Every dollar is kept in the business. Their invisibility is their power, allowing them to maximize profits by serving the unseen and overlooked.

It’s like by avoiding the high costs of advertising and influencer partnerships, silent brands can reinvest in their products, their people, and their communities. They don’t need to chase the latest marketing trends. Instead, they focus on delivering consistent value, which leads to steady, reliable profits.

5. They Build Moats, Not Monuments

While other brands build flashy monuments, such as skyscrapers and viral campaigns, silent brands dig moats. They build deep customer relationships and strong community ties, making it hard for competitors to break in. Their strength is in their niche, their relationships, and their quiet power.

A moat is a protective barrier. For silent brands, this means creating such strong bonds with their customers that even if a bigger, louder competitor enters the market, it’s difficult to lure those customers away. The moat is built on trust, reliability, and a deep understanding of the community’s needs.

The Silent Brand Revolution

Let me be clear: being a silent brand isn’t about being anti-marketing, anti-technology, or anti-AI. It’s about recognizing that the greatest opportunities now lie where others aren’t looking—where the noise hasn’t reached, in the overlooked communities and niches.

The silent brand revolution is about serving your customers so well that they keep coming back, regardless of what others are doing on digital platforms.

Why Now?

The world is changing. Consumers are overwhelmed by choice and exhausted by constant advertising. Trust in traditional marketing is declining. People crave authenticity, reliability, and real value. Silent brands are perfectly positioned to meet these needs.

In many ways, the future belongs to those who can cut through the noise; not by being louder, but by being better. By focusing on what matters, silent brands are building businesses that last.

How to Build a Silent Brand

So, how do you build a silent brand? Here’s the path:

1. Do What Matters

Focus on meeting the real needs of your community or target market. What are their pain points? How can you serve them better than anyone else? This requires listening, observing, and being present. It’s about understanding your customers on a deeper level and delivering solutions that truly make a difference.

2. Resist the Visibility Trap

Have the courage to resist the urge to be everywhere. Be clear about what you’re selling, who you’re serving, and why they need you. It’s easy to get caught up in the race for likes, followers, and viral moments. But silent brands know that real value is built quietly, over time.

3. Master Your Craft

Ensure your product or service is so good that when people find you, they know your business is the real deal. Excellence speaks for itself. Invest in quality, consistency, and continuous improvement. When your work is exceptional, your customers will do the marketing for you.

4. Build Community

Create support groups, initiatives, and relationships that anchor your brand in your community. This could mean hosting local events, supporting community projects, or simply being present and accessible. The goal is to become an integral part of the community’s fabric.

5. Serve, Don’t Beg for Attention

The best businesses don’t beg for likes or attention—they serve their customers so well that attention comes naturally. Focus on delivering value, solving problems, and exceeding expectations. When you do this, your customers will become your advocates, spreading the word far and wide.

The Value Game vs. The Visibility Game

You can choose to play the visibility game or the value game. The visibility game is about being seen, being loud, and chasing attention. The value game is about delivering real, lasting value to your customers.

Silent brands choose the value game. They know that true success isn’t measured by how many people know your name, but by how many people trust you, rely on you, and come back to you again and again.

Let’s revisit some examples to drive this home.

– The Kumasi Water Brand: No billboards, no ads, just a simple label and a commitment to quality. Dominates 60% of the local market.

– Agbogba’s Pure Water: Became the go-to water brand in the community simply by being first and serving consistently. No need for radio or TV ads.

– The Bread Seller: No fancy packaging, no social media presence. Just great bread and a loyal customer base built through word of mouth.

These brands are everywhere if you look closely. They may not be household names, but in their communities, they are indispensable. And you can be that brand.

The Silent Brand Mindset

Building a silent brand requires a shift in mindset. It’s about embracing the power of quiet, consistent excellence. It’s about focusing on what matters most and letting go of the need for constant validation.

Here are some key principles to adopt:

– Deliberate Invisibility: Choose to be invisible where it doesn’t matter, so you can be indispensable where it does.

– Relentless Focus: Serve your core market better than anyone else.

– Authentic Relationships: Build real, lasting relationships with your customers.

– Sustainable Growth: Grow at your own pace, on your own terms.

– Community First: Put your community at the center of everything you do.

In closing, think about the silent brand approach. Consider the strategies and pillars I’ve shared. Do you want to build your business or startup using the silent brand route—maximizing your impact, reach, and value, while growing quietly but profitably?

The world doesn’t need more noise. It needs more value, more authenticity, and more brands that truly care. The silent brand revolution is here. Will you join it?

I’ll be back with part two of this series to help you build a thriving, impactful, and profitable brand—the silent way. The best is yet to come.

Now, it’s your turn to make it happen!

Remember, I’m your brand and publishing consultant.

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:

1. Reciprocity: When someone gives you something, you naturally feel inclined to give back — even if that means buying their product.
2. Trust Building: People trust what they can experience firsthand.
3. Ownership Effect: Once someone experiences your product, they start to feel a sense of belonging — as if it’s already theirs.
4. 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.

Consider the customers who buy perfume simply because they got a whiff of it while walking through the market. That one spray can change their mind.

It’s the same principle big brands use online with “free trials.” Whether it’s software or skincare, offering people a low-risk chance to experience your product first builds confidence — and confidence converts into sales.

A customer who has seen, tasted, or touched your product is more likely to say “yes” when it’s time to buy.

2. It Encourages Word-of-Mouth Marketing

People talk about what they’ve tried — especially when it’s a pleasant surprise.

Remember those young boys who got free perfume sprays? They became walking billboards, telling their friends, “Go there, they’ll spray you for free!”

That same energy spreads in every market. Sampling fuels conversations and curiosity. In a world where recommendations matter more than adverts, your sample becomes your story, and your customers become your ambassadors.

3. It Builds Trust and Brand Loyalty

Before anyone buys, they must first believe. Sampling helps bridge that trust gap. When people taste your bread, smell your perfume, or test your service, they see you as open, confident, and generous.

It communicates: “We have nothing to hide, our product speaks for itself.”

That honesty builds loyalty. A customer who first meets you through a sample often stays longer and buys more in the future.

4. It Increases Brand Visibility and Awareness

Every sample creates a ripple. People remember what they experience — not just what they see in an advert.

A small sachet, a free demo, or a test ride can stay longer in the customer’s mind than a billboard ever will.

Sampling gives your brand legs — it moves, travels, and tells your story wherever the experience goes.

Smart Sampling Strategies — How to Use Samples Effectively Without Losing Value

Now, it’s not just about giving things away; it’s about doing it strategically. Sampling done right can pull customers in. Done wrong, it can drain your resources without results. The difference lies in how you plan and execute it.

Here are a few smart strategies to make sampling work for your brand or business:

1. Link the Sample to the Story

Every sample should connect to your brand message. Remember the Range Rover showroom? The pastries weren’t random, they were part of a story. Each flavor represented a different car model, turning a simple treat into a memorable experience.

If you sell skincare, for example, don’t just give out cream. Tell people what makes it special — “This shea butter is hand-whipped from the Northern Region.” If you sell bread, say, “This is our new honey-infused loaf, made with local ingredients.”

People don’t just buy products; they buy stories.

2. Make It Experiential, Not Transactional

Sampling is not about freebies, it’s about creating an experience.

Let customers feel something, joy, curiosity, satisfaction. The perfume seller doesn’t just hand over a bottle; they invite you to smell and experience the confidence in a single spray. That emotion sells better than any poster.

So, as a business owner, think beyond the product. How can your sample make someone smile, remember, or connect emotionally?

3. Always Capture Leads or Feedback

Sampling without follow-up is like planting seeds and never watering them.

Use your sampling opportunity to build a connection, collect contacts, ask for feedback, or invite people to your page or shop.

Like the car showroom that requested a form before the tasting, smart marketers use sampling as a lead magnet. You’re not only giving out value; you’re gathering potential customers who can be nurtured later.

4. Offer Samples Where Your Ideal Customers Gather

Go where your people are.

If you’re a baker, offer samples at schools, churches, or community events. If you sell hair products, go to salons or women’s fairs. If your brand is digital, offer free trials or downloadable chapters.

Sampling works best when it meets people in their natural environment.

5. Keep It Limited and Intentional

A sample should tease, not satisfy. Give just enough to create curiosity and desire. When people enjoy a little taste, they’ll want the full experience.

It’s not about giving too much; it’s about giving meaningfully.

The Need to Embrace Sampling

— Why Every Entrepreneur Should Add It to Their Marketing Toolkit

Many entrepreneurs overlook sampling because they see it as a loss — “Why should I give away what I’m selling?” But here’s the truth: sampling is not a loss; it’s an investment. It’s a way of planting seeds that grow into loyal customers, repeat business, and brand advocates.

When done well, sampling pays for itself many times over.

1. Experience Builds Bridges Faster Than Advertising

People trust experience more than they trust words.

An advert can tell a thousand stories, but a single taste, smell, or test drive can convince faster than a billboard. Sampling bridges that gap between interest and ownership.

When someone interacts with your product — even briefly — they create a mental and emotional connection. That’s the bridge that every marketer needs to build.

So, instead of spending all your energy pushing flyers or shouting promotions, think of how to get your product into people’s hands. That’s where belief begins.

2. It Levels the Playing Field for Small Businesses

Sampling is one of the most affordable and effective marketing strategies for small and medium enterprises.

You may not have the budget for big adverts or celebrity endorsements, but you can let people experience your brand.

That small act can make a big difference. A tailor can offer a sample patchwork or a “first-time fitting” discount. A bakery can give out mini loaves. A digital creator can offer a free eBook chapter or a trial consultation.

You don’t need to be big to make a big impression, you just need to be thoughtful.

3. It Turns Curiosity into Commitment

People are naturally curious, but curiosity alone doesn’t guarantee commitment. Sampling is what converts curiosity into confidence.

It says: “Don’t just hear about us. Come, try us.”

Once a customer has felt the quality, tasted the flavor, or seen the results, they’re more likely to stay. Sampling moves people from thinking about you to trusting you.

4. It Fuels Long-Term Brand Growth

Sampling creates lasting impressions. Even if someone doesn’t buy immediately, they remember the experience — the smell, the taste, the friendliness, the feeling.

And memory has a way of bringing people back.

That’s why global brands keep doing it, and why our local sellers have done it for generations. Sampling is timeless marketing wisdom.

Turning Samples into Stories That Sell

At its core, sampling is not just about giving out free stuff, it’s about starting a conversation. It’s storytelling in action.

Each sample says, “Here, experience a piece of our brand. Taste what we stand for.”

Whether it’s a Makola perfume seller spraying your wrist, a baker offering you a slice of warm bread, or a software company giving you a 7-day trial, the message is the same: “We trust our product enough to let you experience it before you buy.”

And that’s powerful marketing.

From Samples to Stories

Sampling works best when it creates a story worth sharing. The moment someone says, “I tried this perfume at Makola, it smells so good!” Or “That new bakery at the corner gave me a piece to taste, and now I can’t stop thinking about it,” You’ve succeeded.

Stories spread faster than adverts. Every shared experience adds another layer to your brand’s story, one that feels personal and real.

That’s why every entrepreneur, big or small, should ask: “What story does my sample tell?”

If your sample delights, surprises, or connects emotionally, your customers will do the marketing for you.

Sampling as a Habit of Generosity

At the heart of great marketing is generosity, the willingness to give before you get.

When you offer a sample, you’re not just giving a piece of your product; you’re giving a piece of your trust. You’re saying, “Here’s who we are, taste.”

People remember generosity. And in a noisy world where everyone is trying to sell something, being generous sets you apart.

Your free sample might be the spark that builds a lifelong relationship.

From the busy stalls of Makola to the sleek showrooms of modern brands, one thing remains true: before people buy your story, they must first taste it.

So, as you build your brand, think beyond the flyers and hashtags. Think about the experience.

Ask yourself, what can I offer that lets people feel what I stand for?

Because in the end, marketing isn’t about shouting louder, it’s about letting people experience your brand in small, memorable, and meaningful ways.

That’s the true power of sampling.

Now, it’s your turn to make it happen!

Remember, I’m your brand and publishing consultant.

UnGoogleable Brands: The Rise of the Silent Brands

• Amazon Kindle Edition
• Kelvin Clive, Bernard (Author)
• English (Publication Language)
• 68 Pages - 03/01/2025 (Publication Date)

$3.99 Buy on Amazon REBRAND: The Ultimate Guide to Personal Branding

• Amazon Kindle Edition
• Clive, Bernard Kelvin (Author)
• English (Publication Language)
• 127 Pages - 07/16/2014 (Publication Date)

$9.99 Buy on Amazon

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.

We see this across industries:

1. Fashion: Designers in Milan or Paris showcase a new design, and within weeks, fast-fashion brands churn out look-alike versions.
2. Technology: Apple launches a new iPhone, and within months, cheap replicas hit markets from Accra to Bangkok.
3. Music & Film: Big hits are the ones duplicated on flash drives and streaming platforms.

The principle is simple: only the visible, valuable, and desirable get imitated.

Now, should brands take pride in being imitated? In a sense, yes, it’s a sign that your work carries weight. But that’s only one side of the coin. The other side is dangerous, because imitation can also dilute trust, confuse customers, and undercut genuine innovation. And that’s where the challenge lies.

The Dangers of Imitation

While imitation can signal that a brand has achieved recognition, it comes with a heavy cost. Imitation is never neutral; it creates ripples that affect three groups—the consumer, the original brand, and the imitator.

1. The Consumer’s Loss

The first victim of imitation is usually the unsuspecting customer. Picture someone walking into that same shop I did. They see a familiar name on a charger and assume it’s original. They buy it, only to discover after a few weeks that the charger burns out or damages their phone. Trust is broken, and the customer pays the price for what they thought was a smart purchase.

Poor-quality imitations often fail in performance and durability. They may even pose health and safety risks. Fake medicines, for example, have endangered lives across Africa and Asia. Counterfeit electrical appliances have caused fires in homes. When consumers can’t trust what they’re buying, the whole marketplace suffers.

2. The Original Brand’s Struggle

For genuine brands, imitation chips away at credibility. Imagine working tirelessly to build a name, only for someone else to ride on it cheaply. Customers who get burned by fakes may wrongly blame the original brand. Over time, this erodes loyalty. A consumer who buys a counterfeit, thinking it’s real, may walk away saying, “This brand has fallen in quality,” when in truth, they never owned the authentic product.

Imitation also drains resources. Original companies are forced to spend heavily on legal battles, tracking counterfeiters, and educating customers about how to spot genuine products. Instead of focusing purely on innovation and service, brands are distracted by fighting shadows in the market.

3. The Imitator’s Trap

At first glance, imitation looks like an easy way to profit. Why spend years building when you can tweak someone else’s logo and ride their popularity? But in the long run, imitation is a dead end.

First, imitators rarely gain long-term trust. The market may tolerate them for a while, but eventually, consumers catch on. Second, they lock themselves out of innovation. By depending on others’ ideas, imitators never truly discover their own creativity or identity. They survive only as long as someone else is leading the way.

And let’s not forget the legal risk. Brands that are serious about protection will pursue lawsuits, seize goods, and blacklist companies involved in counterfeiting. Many have been shut down overnight.

So, while imitation might look like a shortcut to profit, it’s actually a trap. It undermines consumers, damages originals, and cripples imitators.

Protecting Your Brand

Knowing that imitation is inevitable, the wise brand doesn’t fold its arms. Protection is not optional; it is a responsibility. If you believe in the quality of what you are building, then you must guard it like a treasure.

1. Intellectual Property (IP) Matters

The first step is legal. Every serious brand needs to secure its intellectual property—copyrights, trademarks, and patents. These are not just fancy certificates; they are shields. They give you the right to challenge anyone who attempts to duplicate your work.

If you have a unique name, register it as a trademark. If you’ve written a book, secure the copyright. If you’ve designed an invention, patent it. Many small businesses in Africa overlook this, thinking it’s for big corporations. But the truth is, the earlier you secure your rights, the stronger your position when disputes arise.

2. Stay Visible and Educate Your Market

Another layer of protection is visibility. Brands must constantly educate their customers on how to recognize authentic products. From holograms on medicine packs to serial numbers on electronics, small actions can make a big difference. When consumers know how to identify the original, fakes lose their power.

In fact, some global brands use imitation as a teaching moment. They create campaigns that say, “If it doesn’t look like this, it isn’t ours.” This keeps customers alert and loyal.

3. Quality is the Strongest Shield

At the end of the day, paperwork and campaigns are important, but the strongest protection is uncompromising quality. A fake will always fall short sooner or later. If you consistently deliver excellence, your real customers will stick with you, even when imitations flood the market.

I recall a detergent brand that entered the Ghanaian market years ago. At first, people assumed it was just another knock-off. But over time, the brand won customers by being consistently good. Even though cheaper imitations surfaced, they couldn’t match the performance. Today, that detergent competes shoulder-to-shoulder with global giants.

4. Choose Your Battles

Don’t sweat the small stuff. Not every imitation deserves a lawsuit. Some fakes are too insignificant to waste resources on. The key is discernment. Guard against those that pose real threats, but don’t be distracted by every shadow. Sometimes, letting the market expose poor imitations naturally is wiser than chasing them endlessly.

Protecting your brand is both legal and practical. It is about shielding what you’ve built, but also about keeping your promise to customers intact.

Building a Competing Brand Instead of Copying

When I stood in that accessories shop, another question struck me: If these imitation products are really “as good as the original,” why don’t their makers simply build their own brand? Why not give it a distinct name, a clear identity, and let it compete in the market?

Imitation feels like an easy road, but the truth is, there is room for everyone in the marketplace. You don’t have to pretend to be someone else to find customers.

A Lesson from the Detergent Aisle

Let me give you an example. Some years ago, a new detergent entered the Ghanaian market. At first, people were sceptical. They assumed it was just another copy of the major global names. But the company behind it did something bold: they positioned the product under its own brand identity. They focused on quality and consistency.

As time passed, customers discovered that this detergent was not only cheaper but also just as good as the big names. It didn’t need to hide behind an imitation logo or a misspelled name. It stood on its own merit. Today, that detergent is not merely surviving—it has carved out a substantial market share.

Why Copy When You Can Compete?

Here’s the point: if your product truly has quality, you don’t need imitation. You can step out boldly with your own colors, your own logo, your own tagline. Will it be easy? No. But the market rewards courage.

The global marketplace is huge, and every segment has room. Not everyone can afford premium brands. Not everyone wants the cheapest option either. That leaves a vast middle ground where authentic, well-built alternatives can thrive. Instead of confusing the market with look-alikes, why not fill that gap honestly?

Find Your Niche

The secret is to find your niche and serve it well. Maybe the big brands produce a product at a premium price. You could offer something with nearly the same quality but more affordable for everyday users. Or perhaps you can add a feature they’ve overlooked, something that matters to your local market.

When you serve a niche authentically, your customers will become your marketers. Word-of-mouth spreads quickly when people find a brand that truly meets their needs. That’s how movements start—not by imitation, but by originality and consistency.

The point is, if you believe in your product or service, my advice is simple: stop imitating, start competing.

Learning the Right Way from Big Brands

Now, let’s be clear: not all imitation is harmful. There is such a thing as good imitation—the kind that learns from best practices without copying blindly.

Big brands have lessons every small business can borrow:

1. Customer service: How do they treat their clients? What systems do they put in place to keep loyalty strong?
2. Consistency: Notice how their packaging, quality, and messaging remain steady over time. That consistency builds trust.
3. Innovation: Study how they respond to change. Most global brands didn’t become leaders by staying the same; they evolved.

The difference is this: don’t steal their name, their logo, or their colors. Instead, imitate their discipline, their culture, their attention to detail. Then add your own creativity on top. That’s how small brands grow into strong ones—by learning the principles, not stealing the labels.

In all, imitation will always exist. Every genuine brand has a fake version somewhere. Every bestselling book has a pirated copy. Every successful product has a cheap knock-off. That’s the reality of the marketplace.

But as brand builders, we must go beyond lamenting. The real question is: how do you respond? Do you waste all your energy chasing shadows, or do you double down on creating authentic value?

From my thoughts and experiences, here are some clear takeaways:

1. See imitation as a signal of relevance. If people are copying you, it means you are doing something right. Don’t panic—take it as proof that your brand is visible.
2. Protect what is yours. Secure copyrights, trademarks, and patents. Educate your customers on how to identify the real thing. Don’t leave your brand naked in the market.
3. Compete with courage, not imitation. If your product is good, give it a name, an identity, and let it stand. The market is wide enough to reward originality.
4. Deliver uncompromising quality. Fakes will always exist, but quality will outlive them. Stay consistent, and your true customers will remain loyal.
5. Learn principles, not packaging. Imitate discipline, innovation, and customer focus—not logos, names, or colors. That’s the healthy kind of imitation that leads to growth.

At the end of the day, the best protection for your brand is not fear, but excellence. Serve your customers well. Build trust. Stay true to your values. That way, even in a world full of counterfeits, your brand will continue to shine as the original.

Now. It’s your turn. What do you need to do about your current brand?

Remember, I’m your brand and publishing consultant.

UnGoogleable Brands: The Rise of the Silent Brands

• Amazon Kindle Edition
• Kelvin Clive, Bernard (Author)
• English (Publication Language)
• 68 Pages - 03/01/2025 (Publication Date)

$3.99 Buy on Amazon REBRAND: The Ultimate Guide to Personal Branding

• Amazon Kindle Edition
• Clive, Bernard Kelvin (Author)
• English (Publication Language)
• 127 Pages - 07/16/2014 (Publication Date)

$9.99 Buy on Amazon

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:

1. Document and diversify. Don’t rely on one stream (events, gigs, speaking). Package your knowledge—books, courses, catalogs, licensing, partnerships.
2. 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.
3. 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.
4. 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

Celine Dion’s career tells us something every brand-builder must hear: your prime doesn’t last forever, so you must maximize it while it’s here. Look at her catalog—27 albums, more than 250 million records sold worldwide, decades of sold-out tours. She didn’t wait to “get ready.” She worked, produced, and poured herself into her music at full throttle when her health and voice were at their peak.

That’s the call for you and me. When strength is on your side, don’t coast. When opportunities come, don’t procrastinate. Use your energy, your passion, and your skills to the fullest, because you don’t know how long that window will stay open. Celine is living proof, after years of commanding stages worldwide, today she can’t perform publicly due to her health. Yet her earlier dedication ensures she has a legacy to lean on, and her music continues to travel even when she can’t.

Let’s bring it closer home. Think of the late Daddy Lumba’s contemporary, Daddy Lumba himself—still singing, still recording, performing right until recent years. For decades, he has consistently released music that has become a cultural soundtrack in Ghana. During his prime, he didn’t slow down or hold back. He gave his best, year after year, and today his songs continue to shape generations.

So, what does this mean for your brand?

1. Work like time is limited. Don’t stretch out what you can do today for “someday.” Your prime isn’t endless.
2. Produce a body of work. Whether it’s books, products, innovations, or services—create something that remains when you can’t show up in person.
3. Stay consistent. Legacy isn’t built in one big moment, but in steady deposits of effort over time.
4. Measure impact, not applause. The goal isn’t to compete or compare, but to know you gave your all to the people and platforms entrusted to you.

When you maximize your prime, you build a reservoir of impact to draw from in quieter seasons. You won’t look back with regret; you’ll know you gave your best when the lights were brightest. And that’s the foundation of a lasting legacy.

The Power of Support Systems

Behind every enduring brand is a support system that keeps it grounded. For Celine Dion, that foundation has always been her family. Long before the sold-out arenas, it was her parents and siblings who introduced her to music, nurtured her gift, and stood by her side. Even at the height of her career, when global fame could have easily swallowed her, she prioritized her role as a mother and never lost sight of her family values. Today, as she faces the challenges of Stiff-Person Syndrome, it’s that same family support she leans on.

This is a clear reminder: no matter how talented, skilled, or ambitious you are, you cannot build a lasting brand alone. A strong support system—family, mentors, friends, or a trusted team—becomes the safety net when storms hit. They hold you accountable, lift you in low moments, and sometimes even carry the weight when you cannot.

For anyone building a personal or business brand, here are the lessons:

1. Invest in relationships early. Don’t wait until you’re in crisis to value people. The time you put into family, friendships, and partnerships today will be the same structures holding you tomorrow.
2. Anchor in values. Celine’s devotion to family shaped the way her brand was experienced. People admired not only her voice but also her humility and sacrifice. Your values become the invisible thread tying your brand together.
3. Share the stage. In the documentary, Celine asked her team to own their craft and love what they do. On stage, you could see every member—musicians, sound engineers, backing vocalists—fully alive in their role. That wasn’t by accident; it was culture. She built a brand where teamwork mattered as much as talent.

Teamwork multiplies impact. A brand may have one face, but it takes many hands to keep it standing. When you build a system where everyone understands their role and is empowered to give their best, your brand doesn’t collapse when you step aside—it continues because the people carry it forward.

The truth is this: a strong voice might make you known, but a strong support system will make you last.

Beyond the Core Gift – Adding the Extra

A great gift can open doors, but it is the extras you add that keep the doors open and the room full. Celine Dion understood this principle deeply. Yes, she had one of the most powerful voices in history, but she never relied on her raw talent alone. She treated her voice as the foundation, not the finish line. In her words, her performance was “bigger than the song.” That meant every show wasn’t just singing—it was storytelling, stagecraft, rehearsal, choreography, and emotional connection. That’s what turned concerts into unforgettable experiences.

For brands, the lesson is clear: your core skill will get you noticed, but the added layers of refinement and excellence will secure your legacy. Think of it this way:

1. A speaker may have powerful words, but it’s their delivery, timing, and audience engagement that make them unforgettable.
2. A business owner may have a solid product, but it’s customer service, packaging, and brand storytelling that build loyalty.
3. An artist may have raw creativity, but it’s discipline, consistency, and presentation that elevate them above the crowd.

Celine rehearsed endlessly. She respected the stage. Every performance was a crafted experience because she understood that talent alone doesn’t sustain; it must be sharpened, polished, and paired with skill.

So, what does this mean for you?

1. Invest in learning. Don’t settle with “I’m good at this.” Take courses, seek mentorship, and expose yourself to training that enhances your craft.
2. Build supporting skills. If you’re a writer, learn marketing. If you’re a leader, develop communication. If you’re a musician, study performance and production. These additions multiply the impact of your primary gift.
3. Aim for unforgettable, not just adequate. Don’t stop at doing what’s expected. Surprise your audience, exceed their expectations, and create moments worth remembering.

Your gift might get you in the room, but the extras will make people want to keep you there. Celine’s concerts remind us: legacy isn’t just about what you can do—it’s about the experience you leave behind. Add the extra, and you secure your brand’s place long after your season ends.

Thinking Impact Beyond Profits

Every lasting brand eventually comes to this crossroad: will you measure success by profits alone, or by the impact you leave behind? Celine Dion’s journey shows us that while fame and money may follow talent, what truly defines legacy is the lives touched and the influence that endures. Her concerts weren’t only about tickets sold—they were about connection. Her songs became anthems for weddings, funerals, victories, heartbreaks, and healing. They weren’t just hits on a chart; they were woven into people’s stories.

For anyone building a personal brand or business, this is a reality check. Chasing money alone creates shallow success; building for impact creates a legacy that outlives you. That’s why the most powerful brands think beyond their balance sheets. They ask: What story will people tell about me when the lights go out?

Here are some lessons to carry:

1. Shift the scorecard. Yes, profits matter—you need revenue to sustain growth. But also track how many people you’ve influenced, mentored, or inspired. That’s the metric of true relevance.
2. Create value that lasts. A product may fade, but an idea, a system, or a story can continue shaping lives for decades. Package your knowledge and contributions in ways that outlive your active years.
3. Give back intentionally. Legacy brands look for ways to pour into others—through philanthropy, mentorship, training, or simply showing up authentically.
4. Think succession early. Don’t let your impact die with you. Train people, document your methods, and build structures that allow your vision to live beyond your personal involvement.

Celine’s performances, her teamwork, her discipline, and even her vulnerability in the face of illness remind us that legacy isn’t measured only by what you gain, but also by what you give. The applause fades, the contracts expire, the seasons change—but the impact you make in people’s lives will echo long after.

As you build, ask yourself: when the profits stop rolling, will the impact keep flowing? That’s how you know you’ve built something bigger than yourself.

In all, from Celine’s rise as a prodigy to her decades at the top, through health challenges that grounded her stage presence, she demonstrates the pillars every brand must consider to outlast a season or even a lifetime.

First, seasons change. Life will throw unplanned challenges, but a well-built brand can weather storms if it has systems, documented work, and values that guide it when energy and circumstances shift. Second, maximize your prime. Your peak period is limited; pour your passion, skill, and energy into creating a body of work and experiences that will keep speaking for you long after the spotlight dims.

Third, support systems matter. No one sustains success alone. Family, mentors, and a capable team form the foundation that carries a brand through highs and lows. Fourth, go beyond the core gift. Raw talent opens doors, but refinement, rehearsal, and added skills make your work memorable, professional, and enduring. Finally, think beyond profits. Measure your impact by the lives you touch, the knowledge you share, and the influence you leave behind. True legacy is built on contribution, not just transactions.

Celine’s brand is enduring because she mastered all these elements. She combined talent with discipline, passion with preparation, and personal success with meaningful impact. Her story reminds us that legacy is intentional; it requires foresight, investment, and care. Every decision you make today, how you work, who you involve, and what you build determines how your brand will be remembered tomorrow.

As you reflect on your own journey, ask: Are you preparing your brand to breathe through seasons, peak moments, and unexpected challenges? Are you investing in people, skills, and values that will outlast your personal contribution? Your legacy is not a distant possibility; it’s the sum of what you do now, consistently, thoughtfully, and passionately. Build it well, and the best of your work will continue long after you’ve stepped off the stage.

The best is yours.

Remember, I’m your brand and publishing consultant.

UnGoogleable Brands: The Rise of the Silent Brands

• Amazon Kindle Edition
• Kelvin Clive, Bernard (Author)
• English (Publication Language)
• 68 Pages - 03/01/2025 (Publication Date)

$3.99 Buy on Amazon REBRAND: The Ultimate Guide to Personal Branding

• Amazon Kindle Edition
• Clive, Bernard Kelvin (Author)
• English (Publication Language)
• 127 Pages - 07/16/2014 (Publication Date)

$9.99 Buy on Amazon

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:

1. See the gaps in your logic.
2. Add new analogies and examples.
3. Remove what doesn’t serve your main point.
4. 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, nobody builds a house without a blueprint. You don’t buy the bricks and cement, then start laying them down in random shapes until it “feels right.” You plan the rooms, the dimensions, and the placement of doors and windows. You test different layouts on paper before the first brick is laid.

The same is true for product development, brand building, and even personal projects. When you take the time to map out your concept:

1. You open space for more creative ideas to emerge.
2. You spot flaws before they become costly mistakes.
3. You create a structure that keeps you focused when the real work begins.

The Power of Seeing it on Paper

Here’s something I’ve noticed: once you get an idea out of your head and onto paper (or a digital board), the possibilities multiply.

With a physical sketch, a draft manuscript, or a mockup in front of you, you can suddenly see opportunities you didn’t see before.

When I was working on a wood sculpture back in school, I remember sketching a figure on a block of wood. Looking at the sketch, I realized I could carve additional, smaller details into the design that weren’t in my original idea. That extra step gave the final piece more depth and meaning.

In the same way, when I draft a book, sometimes the best sections come from ideas I didn’t even have in mind at the start. They emerged because the process itself sparked new connections.

Prototyping gives you room to iterate. You can add, subtract, rearrange, or even create something entirely new from the same raw materials.

Giving Your Work Time to Breathe

One of the best ways to strengthen your ideas is to step away from them for a while.

When you write a draft, create a sketch, or build a prototype, don’t always rush to finish. Put it down for a day, a week, or even longer. Then come back to it with fresh eyes.

You’ll be surprised how much clearer you see things after some distance. That brilliant section you loved yesterday might suddenly feel unnecessary. Or you may notice gaps that need filling.

In art, stepping back lets you see the balance and proportion of your work more clearly. In writing, it gives you a new perspective on your arguments and flow. In business, it helps you see whether your product truly solves the problem you intended.

Adaptability – The Third Stage of Creativity

Even with the best planning, what you have on paper might not translate exactly to the real world.

When you start working with actual materials — whether wood, clay, metal, or digital tools — you may realize that adjustments are needed.

Sometimes it’s because the materials behave differently than expected. At other times, new possibilities emerge that you couldn’t have anticipated during the planning stage.

For example:

1. A planned sculpture might need a different type of wood for durability.
2. A book chapter might work better as a blog series first.
3. A business product might need a feature you hadn’t considered, but becomes obvious during early testing.

This is why the best creators are also adaptable innovators. They hold their vision loosely enough to let it evolve.

Instead of saying, “But this isn’t what I planned,” they ask, “What can I make with what I have now?”

Why This Matters for Every Field

Whether you’re an artist, a writer, a business owner, or a brand builder, the lesson is the same:

1. Start with a concept – get your ideas out of your head and into a form you can see and shape.
2. Prototype or draft – create a low-risk version to test and refine.
3. Adapt and innovate – let the real-world process shape and improve your vision.

Skipping these stages might feel faster, but it often leads to wasted resources, weak results, and missed opportunities.

Putting This Into Practice

Here’s a practical way to apply these principles:

1. For Creative Projects
   1. Always start with multiple sketches or idea outlines before settling on a final direction.
   1. Test different approaches and combinations.
2. For Writing
   1. Begin with a rough outline, then expand into a full draft.
   1. Be ruthless about cutting what doesn’t strengthen your message.
3. For Business or Product Development
   1. Build a minimum viable product (MVP) before launching.
   1. Use customer feedback to refine before scaling.
4. For Personal Growth
   1. Treat life goals like projects: plan, test, adapt.
   1. Don’t fear revising your approach when new information emerges.

In all, your masterpiece, whether it’s a product, a book, a brand, or an artwork, doesn’t just happen. It’s the result of intention, iteration, and adaptation.

The idea in your head is only the seed. The sketch, the draft, the prototype, that’s where you nurture it. And the willingness to adapt? That’s where it blossoms into something even greater than you imagined.

So, as you work on your next big thing, don’t skip the concept stage. Don’t rush past the draft. Give yourself the gift of preparation, and you’ll give your audience the gift of excellence.

The best is yours.

Remember, I’m your brand and publishing consultant.

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. And here’s a sobering truth I’ve discovered:

95% of authors I’ve worked with never invest in advertising.

And guess what? They don’t sell.

They launch their book, post a few times on social media, expect their friends and family to share it, and then wait. Some even get discouraged after a few weeks when the sales don’t roll in. But the 5%—the rare few who strategically run ads—they win. They make consistent sales, build loyal tribes, hit bestseller charts, and get repeat readers.

What’s the difference? Investment. They see advertising as a seed, not an expense. And the harvest? Visibility, sales, credibility, and momentum.

You see, the people who are consistently in the top 10 or top 20 lists on Amazon are not always the best writers or most gifted storytellers. Often, they are simply the ones who market better. They don’t just depend on luck or hoping a post goes viral, they run ads, track performance, test strategies, and optimize for results.

Let me put it plainly: if you publish a book and don’t advertise it, it’s like printing flyers and leaving them in your drawer. Nobody will know, and nobody will care. But place a targeted ad, and suddenly your book is in front of interested readers, people ready to buy, read, and recommend.

This doesn’t just apply to authors. Whether you’re a speaker, coach, solopreneur, or running a local business, visibility is the oxygen of your brand. And the only way to keep getting seen in this noisy world is to pay for attention.

We live in a world where attention is monetized. Organic reach is shrinking. Algorithms are fickle. Friends won’t always repost. Likes don’t equal sales.

But ads? Ads give you access. Access to new audiences. Access to global markets. Access to people who don’t know you yet but need what you’re offering.

Let me say this with clarity: if you want your brand or business to grow, you must be willing to pay to be seen. Those who don’t advertise will keep wondering why their peers are winning. Those who do? They’ll keep winning.

So, if you’re an author, entrepreneur, or creative and you’re holding back on ads because of fear, cost, or uncertainty, let this be your wake-up call.

The difference between staying hidden and getting noticed is one decision: Will you invest in advertising or not?

Why You Should Advertise: Visibility, Mindshare & Revenue

Let’s break this down simply. Why should you run ads? What’s the real benefit?

1. Visibility & Brand Awareness

The more people see you, the more they remember you. The more they remember you, the more likely they are to buy from you.

Running ads, especially in today’s digital age, helps you stay visible in a world overloaded with content. The competition for attention is fierce. If you’re not actively showing up, you’re falling behind.

People need to see your brand multiple times before they take action.

Visibility builds familiarity. Familiarity breeds trust. Trust leads to conversions.

Look at how Temu came out of nowhere. In just a short time, they’ve flooded every corner of the internet with ads—YouTube, Facebook, mobile apps. And what happened? People started asking, “What is this Temu thing?” That curiosity turns into clicks. Clicks into purchases.

It’s a simple marketing truth:

What people see often, they tend to believe is valuable.

2. Top-of-Mind Awareness

Ads help your brand stay top of mind. That means when a potential customer is ready to buy something in your category, your brand is the first one they think of.

Think about Coca-Cola. Even if they’re not your favorite drink, you can’t deny that you think of them first. Why? They’ve mastered consistent advertising. Every campaign, every billboard, every sponsored post—they’re staying in your face. And that’s not by accident.

They understand that attention is seasonal. People forget quickly. So, they remind us constantly: “We’re still here. We’re still the choice.”

Your business is no different. Whether you’re selling books, fashion, food, or courses, if you’re not actively positioning yourself, someone else is filling that space.

Top-of-mind brands get the first call, the first sale, and the first referral.

3. Revenue and Returns

Now let’s talk money.

Advertising is not just a visibility tool—it’s a revenue strategy. Every successful company you admire is using ads to drive results. Their billions in ad spend aren’t charity; it’s business. Smart business.

As I mentioned earlier, the average return on ad spend (ROAS) for many top firms ranges between 200% and 400%. That means for every $1 they spend; they’re making $2 to $4 back.

Now scale that. Imagine spending just $100 and getting $200 or $400 worth of sales. That’s the kind of math that scales brands fast.

And yes, not every ad will be a hit. Some will flop. But the data is clear: consistent, optimized advertising leads to growth. The results compound over time.

So whether you’re a startup or seasoned entrepreneur, the message is the same:

If you want consistent revenue, you need consistent visibility.

If you want consistent visibility, you need to advertise.

Here’s the final section of your article, polished and aligned with your voice:

Advertising Is Not an Expense — It’s an investment

Let’s shift the mindset.

Too many small business owners, solopreneurs, and creatives still see advertising as a cost. Something to avoid. Something to postpone. Something to only “try” when there’s extra money.

But here’s the truth:

Advertisement is not an expense, it’s an investment.

It’s the bridge between where your brand is and where it can be.

The sooner you stop seeing ads as money lost and start seeing them as money planted, the sooner you’ll start reaping long-term returns.

Yes, the digital space has taken over. While traditional advertising still has its place, digital ads dominate—and for good reason. They’re cheaper, more targeted, trackable, and scalable. Platforms like Facebook, Google, Instagram, LinkedIn, and even TikTok allow you to reach your ideal audience based on interests, behavior, geography, and more.

And when you run ads well, even with a modest budget, the returns can be exponential.

Here’s the irony: when people see your ad, they subconsciously think,

“This must be valuable. They’re investing in it.”

They assume credibility. They assume quality.

Visibility creates perceived value, and perceived value drives sales.

Whether you’re selling online courses, a book, a fashion line, or handmade products, placing ads gives the impression that your brand matters. That it’s not some side hustle you’re toying with, but a serious business with serious solutions.

You want to change the game? Start showing up like you’re already a big deal.

And the beauty of digital ads is this: platforms like Google even help you promote once you start spending. Their algorithms work in your favor. They want your ad to succeed because when you win, they win.

So, here’s the bottom line:

1. If you’re just starting, start small, but start.
2. If you’ve plateaued, increase your investment strategically.
3. If you’re growing, scale your ads as your audience grows.

No more excuses. No more waiting. No more hoping friends will share your post enough times to spark a movement.

Pay the price to rise. The best is yours.

Marketing works when you work it.

Remember, I’m your brand and publishing consultant.

UnGoogleable Brands: The Rise of the Silent Brands

• Amazon Kindle Edition
• Kelvin Clive, Bernard (Author)
• English (Publication Language)
• 68 Pages - 03/01/2025 (Publication Date)

$3.99 Buy on Amazon REBRAND: The Ultimate Guide to Personal Branding

• Amazon Kindle Edition
• Clive, Bernard Kelvin (Author)
• English (Publication Language)
• 127 Pages - 07/16/2014 (Publication Date)

$9.99 Buy on 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.

And if we don’t allow that boredom to speak—if we don’t pause and engage our minds at that moment—we’ll plateau. The cycle will repeat. We’ll coast. And eventually, the thing we once loved will feel flat.

But here’s the key: boredom is not the enemy. It’s a signal to greatness.

It’s your system telling you, “You’ve mastered this. Now, stretch it.”

This is where new ideas are born. This is the tipping point between running a business and building something revolutionary. Between brand maintenance and brand reinvention.

The Creativity Zone

There’s a zone where the routine becomes too easy, too automated. You can close your eyes and do what you do. That’s your sign. It means: you’ve entered the boredom zone.

Now here’s what the kids teach us: Don’t stay there. Break it. Flip it. Explore.

Use the same tools differently. Flip the slide. Ride the bike backward (metaphorically). Bring your teddy bear on board (collaborate, repackage, remix). Do something new with the same resources.

This is how fresh creativity is born—not always from newness, but from stretching the old in new directions.

Give Yourself Permission

One thing I’ve realized is this: kids permit themselves to fail. They don’t mind falling. They’re not embarrassed to try something wild. And that’s why they keep discovering.

But we adults? We’re so calculated. We’ve done this for years. We know how it’s “supposed to be done.” We fear looking silly. We fear breaking the flow.

But what if that’s exactly what we need?

To break it. To reimagine it. To do the “wrong” thing and discover something right.

Many times, I’ve seen kids shift from crayons to chalk, then to paintbrushes, to try new things. Not because they were told to—but because something in them said, “Let me see what happens if…”

That’s how talents are revealed. That’s how creativity is birthed. That’s how the next level is unlocked.

From Boredom to the Boardroom

The boardroom isn’t just a meeting place. It’s a mindset, a decision-making zone. And to truly get there with fresh, impactful ideas, you have to pass through the playground of experimentation.

Sometimes the slide is where it starts. But the boardroom is where it lands.

From the sandbox to strategy.

From play to purpose.

From repetition to reinvention.

This journey matters. And it only happens when you allow boredom to drive curiosity—not complacency.

So, here’s what I’m saying:

1. Master your craft, yes.
2. But when you feel the ease, the autopilot, the “I-can-do-this-in-my-sleep” moment… pause.
3. Ask, “What else can this become?”
4. Permit yourself to try. Permission to fail. Permission to explore.

Because just like those kids at the playground, your next big idea might not come from something new—it might come from doing the same thing differently.

Creativity is born when you’re bored enough to go beyond the basics.

So today, allow yourself to enter that creative zone.

Stretch what you know. Break the cycle. Flip the slide.

Try standing on the swing.

Think about it. The best is yours.

UnGoogleable Brands: The Rise of the Silent Brands

• Amazon Kindle Edition
• Kelvin Clive, Bernard (Author)
• English (Publication Language)
• 68 Pages - 03/01/2025 (Publication Date)

$3.99 Buy on Amazon REBRAND: The Ultimate Guide to Personal Branding

• Amazon Kindle Edition
• Clive, Bernard Kelvin (Author)
• English (Publication Language)
• 127 Pages - 07/16/2014 (Publication Date)

$9.99 Buy on Amazon

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

A big challenge in Ghana—and many parts of Africa—is how much knowledge dies with one generation. Think of all the local herbalists, skilled craftsmen, or traders who pass without leaving a trace of how they did what they did. The knowledge, systems, and success die with them. Why? Because there’s no documentation.

When big brands in the food or pharmaceutical industries grow across borders, it’s not just because of the product—it’s the process. They document. They have formulas. They have manuals. So, whether it’s a McDonald’s in Accra or Tokyo, the product tastes the same. That’s legacy in action—documented systems that can outlive the founder.

Contrast that with a local herbalist who cures dozens of ailments but never writes down a single formula or records his methods. The minute he passes on, so does the medicine. That’s not just a personal loss—it’s a national one.

As we build our brands and businesses, we must be intentional about preserving knowledge. Write it. Record it. Teach it. Make it reproducible.

Documentation can be:

1. A manual or guide
2. Training videos or voice recordings
3. A well-written book (yes, I can help with that!)
4. Even simply mentoring someone directly through repetition

Whatever the medium, make sure it’s clear and transferable.

Takeaway:

Don’t just build—record how you’re building. Because that’s the only way others can continue from where you stop.

Adapt and Innovate

Let me circle back to the 80-year-old man again. What stood out was not just his age or ambition—it was his willingness to enter a new field. He could’ve held on to his past achievements and retired in comfort. But instead, he dared to learn something different for the benefit of others.

That’s what passing it on requires—not just giving people our old systems, but also preparing them for the future.

Too many people want to hand over their businesses to the next generation with no room for change. We pass down not just the business but also the outdated ways that no longer serve current realities. That’s a problem.

The next generation is curious. They come with questions, new tools, new approaches—and that’s not rebellion, it’s readiness. But if we stifle their creativity in the name of tradition, we risk losing both their interest and the business.

Brands that survive generations don’t just preserve values—they embrace innovation.

Think of companies that have grown for over 30 years: they didn’t stay stagnant. They added new ideas, adjusted their methods, embraced tech, and allowed the next leaders to bring fresh eyes. Legacy isn’t about freezing your brand in time. It’s about building a foundation strong enough for others to innovate on top of.

Takeaway:

Let the next generation innovate. Give them room to grow the brand in ways you may not have imagined. Guide them with your values, but don’t trap them in your systems.

Legacy doesn’t happen by accident. It’s a deliberate effort of grooming early, documenting clearly, and adapting wisely. What you build today should not die with you tomorrow. So, bring someone along. Let them learn your heart, not just your hustle. Let them innovate, not just imitate. Because when we start grooming early, we don’t just leave behind businesses—we leave behind blueprints for greatness that others can build upon. That’s how we truly pass it on.

Now, it’s your turn, go make it happen!

The best is yours.

Remember, I’m your brand and publishing consultant.

UnGoogleable Brands: The Rise of the Silent Brands

• Amazon Kindle Edition
• Kelvin Clive, Bernard (Author)
• English (Publication Language)
• 68 Pages - 03/01/2025 (Publication Date)

$3.99 Buy on Amazon REBRAND: The Ultimate Guide to Personal Branding

• Amazon Kindle Edition
• Clive, Bernard Kelvin (Author)
• English (Publication Language)
• 127 Pages - 07/16/2014 (Publication Date)

$9.99 Buy on Amazon

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 job faster, and cheaper.

Now, I’m not saying this to scare anyone. I’m saying it to make this point: If you stop learning, you risk becoming irrelevant.

What worked five years ago may no longer work today. The way you marketed your brand five years ago may not reach today’s audience. The tools you used three years ago may now be outdated.

You have to stay fresh. Stay updated.

Ask yourself:

1. What’s new in my field?
2. What are the new platforms?
3. What are the new technologies?
4. What new skills do I need to learn?

Enroll in new courses. Attend webinars, conferences, seminars. Read books. Talk to people in your industry.

If you’re in education—what are the new learning tools available today?

If you’re in music—what are the new styles, trends, and technologies?

Stay curious. Stay green. Keep growing. Because when you keep learning, you stay ahead of the curve. You won’t be caught off guard when your industry shifts.

3. Build Collaborative Ecosystems

Here’s another key: Stop trying to do it all alone. Shift from solo to collaborative.

In today’s world, collaboration is critical. Ecosystems are the future.

Yes, personal branding is great. But ask yourself:

1. Who can I partner with?
2. Who can I collaborate with?
3. What networks can I plug into?

As the Good Book says, “One can chase a thousand, but two can put ten thousand to flight.” That’s exponential growth.

Recently I visited a friend’s business. He was working on a new project—not because he needed more work, but because it gave him access to a great new network in that industry. That’s smart. That’s staying relevant.

You need the right partners. The right collaborators. The right team.

If you’re an author—you might need a great designer, a marketer, or a photographer.

If you’re a speaker—you might need an event planner, a PR partner, or a movie producer.

Don’t isolate yourself. The right partners can help you scale more quickly, reach new markets, and remain relevant.

Communities and ecosystems are the way forward. Find your tribe. Build your network. Plug into the right partnerships—and watch your business grow.

4. Own Your Unique Voice

One of the most powerful ways to stay relevant is to own your unique voice.

In today’s world, a lot of fields are becoming commoditized. Everyone is doing “the same thing.” AI can generate content. Tools can mass-produce products.

So how do you stand out? By bringing your unique story, your perspective, and your heart into your brand.

What is it about your chocolates that makes them different?

What is the story behind your art?

What is the passion behind your coaching or consulting?

People don’t just buy products. They buy stories. They buy hearts. They buy connections.

AI can’t create that. Only you can.

Show your behind-the-scenes. Share your journey. Bring your personality, your values, and your voice into everything you do.

That’s what will resonate with your audience. That’s what will keep them coming back—not just for the product, but for the person behind the product.

5. Stay Customer-Centered

At the heart of every business is one thing: customers.

No business survives without clients. No brand stays relevant without an audience.

It’s easier—and more profitable—to keep an existing client than to constantly chase new ones.

So:

1. Focus on your customers.
2. Listen to them.
3. Wow them.
4. Delight them and give them an unforgettable experience.

Give them more than they expect. Surprise them. Show them you care.

You can upsell, offer bonuses, run special promotions—but beyond all that, what people remember is how you made them feel.

When customers fall in love with your brand—when they feel valued, cared for, and connected—they will stay loyal. They will keep coming back.

And that loyalty will keep you relevant—no matter how much the world changes.

So, to put it all together simply, If you want to stay relevant in this fast-changing, tech-driven world, here’s what you need to do:

1. Build on timeless principles.
2. Keep learning, and keep evolving.
3. Collaborate—shift from solo to ecosystem.
4. Own your unique voice.
5. Stay customer-centered.

Do these things consistently—and your brand, your business, and your message will not only stay relevant but will thrive through every season of change. And don’t forget to try your own strategies and ideas to keep your brand and business afloat.

If you enjoyed this, I’d love to hear from you. Please shoot me an email: [email protected]. And if you want more, grab any of my branding or business books on your favorite online platform.

The best is yours.

Remember, I’m your brand and publishing consultant.