Personal Branding Podcast

“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

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 p

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

During one of my trips, I walked into a mall and noticed a beautifully arranged automobile showroom. Shiny Range Rovers were lined up, polished, and inviting. Out of curiosity, I thought, “Surely, they’ll let me test-drive one.” As I got closer, I realized something interesting: next to the cars was a neatly arranged table with small pastries and chocolates. At first, it didn’t make sense. What do pastries have to do with luxury cars? But curiosity got the better of my kids and me, so we went over for a closer look. The salesperson welcomed us warmly. “Please, have a taste,” they said, but before handing over the treats, they politely asked us to fill out a short form. That was the hook. As we tasted the chocolates — one vanilla, one caramel, one dark- the salesperson explained how each flavor represented a particular Range Rover model. Brilliant. The sweetness and texture of each bite became an associative anchor for the car it represented. Later, whenever I saw one of those cars on the road, I could almost taste that chocolate again — a testament to the experience’s power. The sampling didn’t just generate a smile; it pulled us in and made the brand memorable. My kids enjoyed the moment, and I enjoyed the lesson: sampling is storytelling in action. Makola Market Knows This Too You don’t have to walk into a fancy showroom to experience this. Take a stroll through Makola or Kaneshie Market. The perfume sellers there have mastered the art of free sampling long before marketing textbooks even existed. They don’t wait for you to stop; they bring the product to you: a quick spray on your wrist, a friendly smile, and suddenly you’ve entered their sales funnel. You walk away smelling good, feeling good, and maybe, just maybe, thinking of coming back to buy. Back in the day, some schoolboys would pass through the market just to get a “free spray.” They didn’t have the money to buy, but they carried the fragrance and the brand wherever they went. This is subtle marketing at its best. The Psychology: Why Sampling Converts Sampling isn’t about giving things away; it’s about inviting people to experience your story. There’s a psychology behind it: Reciprocity: When someone gives you something, you naturally feel inclined to give back — even if that means buying their product. Trust Building: People trust what they can experience firsthand. Ownership Effect: Once someone experiences your product, they start to feel a sense of belonging — as if it’s already theirs. Curiosity Trigger: Free samples attract attention. They create a “let me just try” mindset that often leads to conversion. Sampling bridges the gap between awareness and action. It transforms a passerby into a participant, and often, a paying customer. Tangible Returns: The Core Marketing Benefits Sampling might look like a small act — giving someone a free bite, a quick spray, or a short test run — but its effects run deep. Whether it’s a perfume seller at Makola or a global car brand, the goal is the same: to create connection, trust, and memory. Let’s break down the tangible marketing benefits. 1. It Boosts Sales Conversion Sampling turns hesitation into action. When people try your product, the mental barrier to buying is reduced. 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. Tha

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: Fashion: Designers in Milan or Paris showcase a new design, and within weeks, fast-fashion brands churn out look-alike versions. Technology: Apple launches a new iPhone, and within months, cheap replicas hit markets from Accra to Bangkok. 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

Today, I would like us to discuss brand legacy, but not in an abstract sense. I’m talking about how a personal brand can live long after your career peaks. And who better to illustrate this than Celine Dion? You know her, 27 albums, over 250 million records sold, one of the highest-paid performers in history, and a voice that hits notes most people can only dream of. If you love music, you know the energy, the passion, the way she commands a stage. But here’s the thing: for the past four or five years, Celine has been mostly absent from public performance. Why? In 2022, she was diagnosed with Stiff-Person Syndrome, a condition that severely affects her ability to sing and perform. Suddenly, the unstoppable force of her career hit a pause. And that’s where the lesson begins, for anyone building a brand, a business, or a personal legacy: seasons change. Life throws surprises at us, and sometimes, even the strongest, most disciplined careers can slow down or stop. The question is: what do you do when that happens? What structures, systems, and values have you built to carry your brand forward when your energy or circumstances shift? That’s exactly what we’ll explore in this article—lessons from Celine’s career, her family, her team, and her discipline, all showing us how to create a personal brand that can outlast even the toughest seasons. Seasons Change — Build for the Unplanned Life happens! Brand legacy isn’t tested on your best day; it’s proven on your hardest. Celine Dion reminds us of that. In 2024, her raw, moving documentary I Am: Celine Dion pulled back the curtain on a superstar navigating a life-altering diagnosis. It wasn’t glitter—it was grit. And it forced a simple truth on all of us building brands: seasons change, often without notice. Celine publicly revealed in 2022 that she lives with Stiff-Person Syndrome (SPS), a rare neurological disorder that causes painful muscle stiffness and spasms—conditions that make singing and touring unpredictable. She ultimately canceled all remaining dates of her Courage World Tour to focus on recovery. That decision wasn’t a weakness; it was wisdom. It showed a brand putting health and longevity ahead of hype. So what’s the lesson for us? Plan for winter during summer. In your “up” seasons, when the phone is buzzing and the stage is bright, build assets that will outlive the spotlight: a strong body of work, repeatable systems, owned channels, and a community that believes in your values, not just your vibe. That way, if life throws a curveball, your voice can keep traveling even when you must stand still. Here’s how to future-proof your brand through difficult seasons: Document and diversify. Don’t rely on one stream (events, gigs, speaking). Package your knowledge—books, courses, catalogs, licensing, partnerships. Systemize your excellence. Create playbooks for how you show up: your process, your standards, your cadence. Systems keep the brand steady when you can’t be everywhere. Lead with values. When you’re transparent about your journey, people connect to your humanity, not only your highlights. That connection sustains you in quiet seasons. Protect the asset. Your health is part of your brand strategy. Rest, rehab, and rhythms are not luxuries; they’re insurance. Seasons will shift. Illness, loss, market shocks, something will come. Build a brand that can breathe through it. Maximize Your Prime 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? Work like time is limited. Don’t stretch out what you can do today for “someday.” Your prime isn’t endless. 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. Stay consistent. Legacy isn’t built in one big moment, but in steady deposits of effort over time. 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: 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. 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. 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: A speaker may have powerful words, but it’s their delivery, timing, and audience engagement that make them unforgettable. A business owner may have a solid product, but it’s customer service, packaging, and brand storytelling that build loyalty. 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? 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. 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. 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

Why Drafting, Prototyping, and Preparation Matter in Your Work Where are your sketches? Great things don’t come cheap! Today, I’d like to take you back to a few personal stories that have shaped my perspective on the world of creativity, business, and execution. These stories carry a simple but powerful lesson: before you put out the product or service you’ve been dreaming of, you must go through a process of concept prototyping and preparation. This goes beyond art. It’s about building anything worth building: a business, a book, a brand, or even a career. Back to KNUST – My First Lessons in Preparation During my time at the Kwame Nkrumah University of Science and Technology (KNUST), I studied Rural Art, which included coursework in sculpture, woodwork, and clay modeling. The rule in every creative project was clear: before you touch the clay, the wood, or the stone, you first needed to develop your idea on paper. This meant going through conceptual sketches and idea development stages before creating the final piece. The lecturers didn’t just want to see your finished product — they wanted to know the thinking that led to it. But here’s what happened. A few of us, with minimal experience in sculpting or carving, would bypass the planning stage entirely. We’d grab a lump of clay and start molding whatever came to mind. Or pick up a piece of wood and start carving immediately. The only “plan” we had was in our heads. When presentation time came, the lecturer would ask, “Where are your concept sketches? Where is your idea development stage?” We would scramble. Some students would finish their sculpture first, then go back and hurriedly sketch something just to “prove” they had gone through the process. But in truth, the final work came first, and the so-called sketches were drawn after the fact. It was a shortcut — and while it might have saved time in the moment, it robbed us of something bigger: the ability to think through, refine, and improve our ideas before execution. The Danger of Skipping the Drafting Stage That experience stayed with me, and over the years I’ve seen the same mistake play out in other fields. In art, skipping the sketch stage means you might miss the chance to test, tweak, or even completely rethink your approach before committing valuable resources. In writing, skipping the drafting stage leads to books or articles that could have been far better if the author had taken the time to explore different angles, remove weak sections, and strengthen the message. I’ve written many books, and I’ve helped others write theirs. I’ve met people who are amazingspeakers, powerful preachers, eloquent orators — but when it comes to writing, their work feels flat. Why? Speaking often flows in the moment, while writing forces you to slow down, process, and refine your thoughts. A draft allows you to: See the gaps in your logic. Add new analogies and examples. Remove what doesn’t serve your main point. Strengthen the structure and flow of your message. In short, the drafting stage turns raw talent into polished work. The Blueprint Principle Think of your first draft, sketch, or prototype as your blueprint. In architecture, 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: You open space for more creative ideas to emerge. You spot flaws before they become costly mistakes. 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: A planned sculpture might need a different type of wood for durability. A book chapter might work better as a blog series first. 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: Start with a concept – get your ideas out of your head and into a form you can see and shape. Prototype or draft – create a low-risk version to test and refine. 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: For Creative ProjectsAlways start with multiple sketches or idea outlines before settling on a final direction. Test different approaches and combinations. For WritingBegin with a rough outline, then expand into a full draft. Be ruthless about cutting what doesn’t strengthen your message. For Business or Product DevelopmentBuild a minimum viable product (MVP) before launching. Use customer feedback to refine before scaling. For Personal GrowthTreat life goals like projects: plan, test, adapt. 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 produc

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: Master your craft, yes. But when you feel the ease, the autopilot, the “I-can-do-this-in-my-sleep” moment… pause. Ask, “What else can this become?” 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. No products found.

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: A manual or guide Training videos or voice recordings A well-written book (yes, I can help with that!) 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. No products found.

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: What’s new in my field? What are the new platforms? What are the new technologies? 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: Who can I partner with? Who can I collaborate with? 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: Focus on your customers. Listen to them. Wow them. 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: Build on timeless principles. Keep learning, and keep evolving. Collaborate—shift from solo to ecosystem. Own your unique voice. 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: bernardkelvinclive@gmail.com. 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.

“You don’t grow by showing up everywhere—you grow by going deep somewhere.” — Bernard Kelvin Clive There’s an undeniable attraction to mastery. The world is drawn to excellence—whether it’s in art, music, business, or branding. People are drawn to the finished product, the seamless delivery, and the effortless appearance of work well done. But what’s often unseen, overlooked, and unappreciated is the silent discipline, years of failure and learning, and the persistence behind every moment of brilliance. This is what I call Mastering Your Art. As an author of over 70 published books—and one who continuously writes, coaches, and helps others build their brands and publish—I’ve encountered a wide range of people: from aspiring writers to entrepreneurs, all eager to make their mark. Some are often stunned by the speed and precision with which I deliver results. They marvel at how quickly I write, and how decisively I guide them through branding or publishing. But the truth is, what looks easy is the product of years of unseen rehearsals. The Illusion of Ease Recently, I assisted a client in getting her book published on a digital platform—a task that had taken her weeks to complete with no progress despite seeking help elsewhere. She was referred to me, and within 30 minutes, I had everything sorted. Naturally, she thought it was easy. And when I quoted my price, she tried to bargain. I smiled and said, “It’s not that easy.” What she didn’t see were the years of late nights, failed attempts, learning curves, and endless hours of practice. What looked like a quick fix was the outcome of years spent mastering my systems, tools, and craft. That experience reminded me why it’s important to talk about mastery—not just as a badge of honor but as a process of discipline, obscurity, and reinvention. Here are six key stages that I believe everyone must pass through to master their art, build a brand with impact, and position themselves as leaders in their field. 1. Unseen Rehearsals: The Offstage Grind Every great performance is preceded by days, months—even years—of unseen rehearsals. Before you see a dancer command the stage, a writer win awards, or a singer touch hearts, they’ve spent countless hours behind closed doors—failing, learning, and trying again. This is what I call the “labor in obscurity” phase. It’s when you’re unknown, no one is clapping for you, and no results seem visible. But this is where the foundation is laid. Too many people want to skip this. They rush to show up on social media and declare themselves “brands” without the necessary skillset or depth. But shortcuts to exposure without mastery will eventually reveal gaps you can’t hide. Whether it’s writing, coaching, music, or art, you must invest the time. As Malcolm Gladwell popularized, the “10,000-hour rule” underscores the need to consistently practice your craft if you want to perform with excellence. Your unseen rehearsals are not a waste of time—they are your most critical work. It’s where you polish your tools, develop your voice, and correct your weaknesses. Skipping this stage is like building a skyscraper without digging a solid foundation. 2. Moments of Stillness: Strategic Silence At some point in your brand journey, you’ll need to embrace what I call “intentional invisibility”—a period of stillness and strategic silence. This may sound counterintuitive in an age where everyone is being told to “show up” online daily. But silence isn’t inactivity—it’s reflection. It’s that space where growth becomes internal before external. It’s the “quiet between the notes that makes the music.” In this season, you might stop posting for a while. You might turn down speaking engagements. You might sit back to evaluate what’s working and what isn’t. Stillness helps you recalibrate. Without stillness, you risk burnout. You might keep producing content, but lose direction. You might stay active but lack clarity. Strategic silence allows you to reflect, restrategize, and come back stronger and sharper. Your value doesn’t diminish in silence—it’s simply being refined if you are working on yourself. 3. Cultural Clarity & Brand Positioning Mastering your art also means owning your identity. One of the most powerful ways to position your brand is by embracing your cultural background and infusing it into your work. Look at Ghanaian singer Wiyaala. Her music and performances boldly carry her cultural identity—from her outfits to her lyrics. She doesn’t try to sound like everyone else. She sounds like herself—and that makes her unforgettable. Think of Black Sherif (Blacko) and his ability to blend local language, unique vocal style, and soulful storytelling into his music. It resonates. It feels authentic. Sarkodie, Ghana’s rap king, stuck to his fast-paced, Ghanaian-themed rap when everyone was shifting to foreign influences. His consistency built a loyal audience because people saw themselves in his art. Your brand should do the same. From your colors and fonts to your messaging and product offerings, ensure they reflect the culture and audience you want to reach. Cultural clarity is about identity. What do you stand for? Who do you serve? What makes you different? The clearer you are on your identity and positioning, the easier it is for your audience to recognize, connect with, and trust you. 4. Create Systems, Not Just Passion In the beginning, your brand grows on passion. You love what you do. You spend hours creating, experimenting, and serving. But eventually, passion must give way to structure. Mastery requires systems and patterns that make your process repeatable, scalable, and sustainable. For instance, as an author, I’ve developed templates and tools that help me write and publish faster. I’m not winging it every time—I follow proven systems I’ve built through experience. Whether you’re an artist, coach, speaker, or entrepreneur, you need systems. These may include: Writing or content templates Publishing workflows Client onboarding checklists Financial structures Marketing calendars AI tools to automate tasks Without systems, you will burn out. You’ll become the bottleneck of your success. What starts as exciting will become exhausting unless you standardize and simplify your processes. And in today’s world, leveraging AI and automation is no longer optional—it’s essential for anyone serious about 10X growth. 5. Rejection Is Part of the Journey At some point, you’ll experience what I call “brand rejection.” You’ll post something that gets no traction. You’ll release a product and hear crickets. You’ll offer your services, and people won’t respond. This doesn’t mean your work lacks value. It simply means those weren’t your people. Not everyone is your target. Not everyone will appreciate your voice or process. And that’s okay. The key is not to shift your standards or compromise your values for temporary applause. Instead, stay grounded in your message and mission. Keep showing up for those who resonate with your brand. They are your tribe. Rejection also sharpens you. It forces you to refine your message, reposition your value, and reconnect with your “why.” Mastery involves growing thick skin. Chale, you’re not for everyone—and you shouldn’t be. 6. Stay Green: Keep Evolving “If you are green, you grow. If you are ripe, you rot.” That’s one of my favorite reminders in the journey of mastery. No matter how successful you become, never stop learning. The moment you think you’ve “arrived” is the moment you begin to fall behind. The world is evolving. Technologies are changing. Consumer behaviors are shifting. If you’re not upgrading, you’re downgrading. So read new books. Learn new tools. Take new courses. Attend conferences. Subscribe to industry trends. Put your ear to the ground—and your heart to the sky. As a brand leader, you must remain a lifelong learner. That’s how you stay fresh, relevant, and innovative. In a nutshell: Mastering your art is not an overnight success story. It’s a lifetime commitment to growth, excellence, and purpose. Let’s recap the six essential pillars of brand mastery: 1. Unseen Rehearsals – Invest in practice when no one is watching. 2. Strategic Silence – Embrace quiet moments for reflection and recalibration. 3. Cultural Clarity & Brand Positioning – Be rooted in your unique identity. 4. Build Systems – Create structures that scale your passion sustainably. 5. Embrace Rejection – Not everyone is your audience. Serve your tribe. 6. Stay Green – Keep learning, upgrading, and evolving. I hope these pillars guide you in building a brand and life that speaks of mastery, depth, and impact. You don’t just want to be known—you want to be remembered. If you’re ready to take your brand, book, or business to the next level—whether it’s coaching, speaking, or publishing—feel free to reach out. Please send me a message at bernardkelvinclive@gmail.com or find any of my 70+ books online by searching Bernard Kelvin Clive in your favorite bookstore. The best is yours. Remember, I’m your brand and publishing consultant. No products found.

Welcome to another episode of Your Personal Branding Podcast. Bernard Kelvin Clive here. Today, I have a special guest with me — Loren Nelson. Loren, welcome to the show! Loren:Thank you so much for having me. I really appreciate it. BKC:Let’s dive right in. We often talk about personal branding, digital marketing, and all things in between. From your perspective, what is personal branding really all about? Loren:For me, personal branding is tied to self-worth. It’s about knowing who you are — being self-aware enough to show up in the world as your authentic self. That’s where true authenticity lies: in self-knowledge and the courage to be seen clearly by others. BKC:I love that. Many people begin their personal branding journeys by jumping on digital platforms — LinkedIn, Instagram, TikTok — and putting out great profile pictures, fancy bios, and avatars. While that’s common, I often have issues with that approach. You mentioned something critical: self-awareness is the starting point.So let’s go there — how does one begin building personal self-awareness as a foundation for branding? How do I get to know myself and then build a brand in the right direction? Loren:That’s such an important question. First, we need to understand that becoming self-aware is a process. It’s not instant. It often involves unlearning things we’ve been taught since childhood — beliefs, expectations, behaviors. A lot of people think personal branding happens overnight: “By tomorrow, I’ll have this amazing brand.” But the truth is, it takes time and deep reflection. We need to look at how our experiences have shaped us — how certain situations formed our character and values. One way I’ve developed my own personal brand is through journaling. I reflect on past experiences, how they’ve impacted my worldview, how I show up, and the kind of impact I want to create. Journaling has been a key tool for me — and I’d highly recommend it to anyone on this journey. BKC:Let’s talk more about journaling. Someone listening might say, “Loren, journaling sounds hard. I’m not trying to write a book or script my life!” They may also worry about oversharing. What would you say to someone who finds journaling intimidating? How can they start — and use it to grow while also bringing their audience along on their journey? Loren:I completely understand that concern. Personal branding isn’t about telling the world everything about you. It’s not about exposing yourself. It’s about clarity and relevance. You start by getting clear on the industry or space you want to be known in. Then, ask yourself: What experiences or lessons have I learned that are relevant to this space? Deep introspection is great for personal growth, but when sharing publicly, you only need to share what adds value and builds credibility within your niche. Here’s how I approach it: Imagine you’re preparing for a job interview. You’d list the skills, experiences, and achievements that are relevant to the role. Do the same for your personal brand — list experiences that reflect your credibility and give you authority to speak in your space. And yes, that includes moments of failure or hurt — those are powerful when framed as lessons. Write them down. Reflect on the stories behind them. Go deep. Most people shy away from depth because it’s uncomfortable. And in a world of short attention spans, it feels easier to stay surface-level. But depth is where the real connection happens. If you want to build a strong personal brand, it’s absolutely worth the effort. So, begin with your stories — the experiences, lessons, even losses — and shape them into valuable content for your audience. That’s how you build with purpose and authenticity. BKC:Let me add a little something to that. One thing I often recommend is starting with the FAQs — frequently asked questions — in your field. Just list out the questions people regularly ask you in your area of expertise. These could be related to your career, business, or industry challenges. Start sharing insights and responses to those questions. It’s a practical and relatable starting point for content creation. By doing this, you not only offer value to your audience but also begin to build confidence in yourself and your authority in that space. Over time, it helps you gain traction and credibility as you grow your personal brand. Now, Loren, here’s something that comes up a lot:Let’s say someone is transitioning from one career to another. For example, maybe they’re currently in HR but are developing a strong interest in AI technologies. How can they make that transition effectively — from one clearly defined field into another — in a way that helps their audience buy into their journey, trust their voice, and recognize their evolving relevance? Loren:That’s such a great question. Career transitions can be beautiful, and in many cases, necessary for our growth and evolution. There’s this outdated idea that we need to pick one lane in life and stick with it forever — become an expert in just one thing. But the truth is, we’re multi-dimensional. We have the freedom to evolve, to explore, and to pivot. That’s something to celebrate, not suppress. Now, when it comes to transitioning, one of the most powerful things you can do is bring people along for the ride. Here’s what I mean: People love watching a journey unfold. They connect more deeply when they see someone start from somewhere familiar, go through the process, and grow into something new. If you suddenly show up claiming to be an AI expert, but your audience only knows you as “the HR person,” there’s a disconnect. But if you say, “Hey, I’m currently in HR and I’ve recently developed a strong interest in AI. I’m starting this transition, and I want to share the journey,” people will relate to that. They’ll be curious, supportive, and more likely to engage with you. They might ask, “Oh, what sparked your interest in AI?” or “How’s the transition going?” You create space for conversation, connection, and growth. And as you go deeper, share the process: What courses are you taking? What books are you reading? Who are you connecting with in the AI space? What insights are you learning? This is also a golden opportunity to network, seek mentors, and build new relationships. Showcasing the journey — not just the destination — is one of the most authentic and effective ways to rebrand during a career shift, especially on social media. BKC:Yes, exactly. To add a bit more to that — we are in what I often call the “Me Era.” Everyone wants to show up as an expert. But what really resonates today is vulnerability. When you openly admit, “This is a new field for me — I’m not yet an expert. I was an expert in HR, but I’m now transitioning into AI,” that honesty draws people in. You invite your audience to journey with you. You say, “Come along with me. I’ll share my successes, my failures, and my learnings.” That openness builds trust. People begin to say, “Wow, this person is genuine — I can relate to that.” Personally, about 15 or 16 years ago, when I started writing and publishing books, I began teaching others how to do the same. And one of the first things I did “channeling” — was create a simple pathway. I gathered a core group and began offering value for free. No charge. No paywall. Just impact. I would host free virtual sessions to teach them how to write and publish. From there, I received lots of frequently asked questions — that helped me refine my content. Eventually, I introduced low-entry paid versions of those sessions. But by that time, I had already built trust. These people had seen my growth, been part of my learning journey, and now believed in the process. So what happened? They trusted me. Because they saw where I started and where I was going. I didn’t hide my flaws. I was vulnerable. But I also showed I was evolving. That’s what allows people to say, “Okay, this person can help me grow too.” Loren:Yes! And I’d love to share a bit of my own story to build on that — just so our listeners can appreciate the power of that growth process. And you’re absolutely right, Bernard. Starting for free is so important. But I know, especially for people who are trying to position themselves as high-value, it can feel uncomfortable. Like, “Shouldn’t I be charging for this?” But the key is understanding why you’re doing it. You’re building credibility, gaining experience, and creating opportunities. Now, my story — whew! Where do I even begin? [laughs] I’ve done quite a few things, but let’s go back to the very beginning. My first ever business was a haircare company called Levore. I started it when I was just 18. I had no experience — none — in haircare. But I was ambitious and willing to learn. You see, my mom used to make homemade hair products for us. One day I thought, “Why not try branding this and turning it into something real?” So I began using my personal brand to talk about the products, showcase results with my own hair, and just put myself out there. It was uncomfortable. But that discomfort was essential to my growth. I started going door-to-door in Milwaukee where I was schooling — literally knocking on business doors, salons, and retail stores asking to speak to the manager. I’d say, “Hi, I’d like to place my products here. What’s the process?” I had no idea what I was doing. I didn’t know I needed barcodes. I didn’t understand the logistics. But I was willing to try. And eventually, I got my products into four retail locations. That was a big deal for me back then. That experience taught me the importance of confidence — and of showing up, even when you feel like you don’t have it all figured out. Then came my next pivot. Through all of that, I discovered that I really loved marketing. I loved storytelling, inspiring others, and buildi

Building a Brand with Honesty, Heart, and Hard Work “Passion alone is not enough. Your brand must meet a need, solve a problem, or serve someone.” — Bernard Kelvin Clive Let me tell you something many won’t admit: the brand you’re trying to build won’t come fully formed on day one. It won’t shine like those global names you’re admiring on Instagram. It won’t command five-figure deals or fill conference halls the moment you hit “post.” The process often starts with uncertainty, a quiet idea, or a frustrated question like, “How do I even begin?” That’s where I was over a decade ago—just a simple guy with a passion, a few books to my credit, and a desire to teach others what I was learning along the way. No fancy graphics – logos and all that stuff. No followers in the thousands. Just grit, generosity, and desire for growth. What I discovered is this: branding, career, and passion only align when you permit yourself to be both a student and a guide. To show up flawed but faithful. To serve before you sell. To plant long before the harvest.to show up with love and lead, even uncharted paths. This article isn’t a blueprint for overnight success. It’s my simple reminder that vulnerability, value, and vision can take you from “starting for free” to becoming a brand people trust—and pay for. Career Growth and Transitions We are in what I often call the “Me Era.” Everyone wants to show up as an expert. But what truly resonates today is vulnerability. For example, instead of quickly transitioning into a new area and calling yourself an expert because you were in another field. Here is the right approach. When you openly admit, “This is a new field for you — and not yet an expert’. Let’s say you were an expert in HR, but I’m now transitioning into AI Technologies,” that honesty draws people in. You invite your audience to journey with you. You say, “Come along with me. I’ll share my successes, my failures, and my learnings.” That openness builds trust. People begin to say, “Wow, this person is genuine — I can relate to that.” Personally, about 16 years ago, when I started writing and publishing books, I began teaching others how to do the same. And one of the first things I did — “Layering,” as I call it — was create a simple pathway. I gathered a core group and began offering value for free. No charge. No paywall. Just impact. I would host free virtual sessions to teach them how to write and publish. From there, I received lots of frequently asked questions — which helped me refine my content. Eventually, I introduced low-entry paid versions of those sessions. But by that time, I had already built trust. These people had seen my growth, been part of my learning journey, and now believed in the process. So, what happened? They trusted me — because they saw where I started and where I was going. I didn’t hide my flaws. I was vulnerable. But I also showed that I was evolving. That’s what allows people to say, “Okay, this person can help me grow too.” Free to Fee Let’s talk about growth and your brand journey. One of the challenges many young people face today is this: they want to see the money, but they don’t want to put in the effort. They want to look like the big brands or operate like the major players — but without doing the hard work that got them there. That’s why starting for free can be a powerful lever. It first requires confidence in yourself. You need to test the waters with your skill, product, or service — and the easiest entry point is often offering it for free. But that “free” isn’t just free — it’s you paying it forward. You’re preparing yourself and your offering ahead of time. It’s the entry price to becoming a strong brand. You gain feedback, experience, and momentum that you otherwise wouldn’t have if you just waited to get paid. You also need to understand: that many expect instant success. But you’ll knock on some doors and get rejected. People will say, “Who is this girl? Where is he coming from?” They’ll compare you to existing brands. But if you keep showing up, learning, and improving, you’ll get to the point where people say, “Wow, we’ve seen them grow. This is impressive.” If you use that free period to build your portfolio intentionally, that becomes your proof. Without that, you’re just doing things without substance. So yes, confidence matters — but so does consistency, and building your body of work. That’s what it takes. Have a Clear Roadmap It’s important to create a roadmap. Know where you’re going: what you want to learn, what skills to acquire, and how you plan to move from free to fee. Even while offering things for free, you can begin to position value. For example, you can say, “This service normally costs X, but because you’re my first client, I’m offering it at this price.” That way, you’re not devaluing yourself — you’re framing your growth. We need to educate people about this balance. If you just give things away without setting expectations, it becomes hard to later charge what you’re worth. So even in your free phase, define your goals, your worth, and your exit strategy from that stage. Too often, people think success means launching and instantly booming. But there will be rejections. You’ll knock on doors and hear “no.” People will question who you are and what you’re doing. But if you stay consistent — keep showing up, keep learning — you’ll grow. People will take notice. During that free period, you’re building something critical: your portfolio. Without that, you’re trying to prove value without proof. Passion vs Market Needs There is always the challenge of passions not paying and what the market needs. Let’s look at a simple framework that can help if you find yourself in that state. Passion will be the fuel that will keep you through the low moments, to progress steadily until you reach the state of profitability. Progress might be painful, but if it’s purposeful, you can push through it. So, to begin with, it’s important to build a brand and career path around what you love to do. That’s why loving what you do is so key. But you also need to find where what you love intersects with what the market needs. Because otherwise, you’re just obsessed with your passion alone. You have to ask: How is what I love helping someone? Is it entertaining, solving a problem, or meeting a need? When you find that fit, it gives you the stamina to endure the tough nights, because you know your product is valuable. That’s the money zone: when love meets a need. When your passion also serves others. Actionable Steps for Moving From Free to Fee Now that we’ve unpacked the layers, let’s bring it home. Building a meaningful brand, career, or creative path that lasts requires more than talent or good intentions—it involves motion. Here are five actionable steps to move from free to fee, without losing your essence: 1. Define Your Learning Phase with Purpose Don’t just do free work—document it. Capture the lessons. Gather testimonials. Let your learning season have structure, timelines, and reflection points. 2. Clarify the Transition Point Set a date or milestone when your offer will evolve. For example: “After my first 5 clients, I’ll introduce a starter pricing model.” Don’t stay in the free phase indefinitely. 3. Build a Visible Portfolio Whether it’s a personal website, a pinned tweet, a LinkedIn carousel, or even a WhatsApp status — let the world see your work. Your brand needs a footprint. 4. Practice Value Framing Even when offering something free, describe its real value. Say, “This service usually costs X, but you’re receiving it complimentary as part of my beta phase.” This sets expectations. 5. Align Passion with Market Relevance Keep asking: Who does this help? What problem am I solving? A passion that doesn’t serve may feel fulfilling, but a passion that meets a need becomes sustainable. Your brand is not your logo. It’s not your tagline. It’s the sum of your consistency, character, and contribution. Start with what you have. Give value. Learn loudly. Then grow intentionally. And remember: it’s okay to begin with free—but never forget where you’re going. From free to fee — that’s your journey. Walk it boldly. Hey, and this blog and podcast were featured among the top 100 blogs and podcasts in 2025 by Feedspot

Gifted but Gated: Doing the Work That Matters “Don’t just package yourself to look good; position yourself to do good.”— Bernard Kelvin Clive We’re continuing our series on Gifted but Gated—a deep dive into doing the work that truly matters and building a personal brand that cuts across borders, breaks barriers, and outlives businesses. Today, I want us to explore something personal, something practical. Discovering the Gift Years ago, while studying at the Kwame Nkrumah University of Science and Technology, I pursued a program at the College of Art, Rural Art. Among the many disciplines we studied, one stood out to me—Sculpture, specifically the course titled “Wood Work.” It was a fascinating class, though quite different from the kind of art I naturally gravitated toward. I remember some of my classmates like Kwame Kyere Diabour and Preko George—these guys were extraordinary. They could pick up an ordinary log of wood, make a few chalk or pencil markings, and start carving. In no time, beautiful figures and forms would emerge from the wood. I often stood in awe. I would ask myself, “Where did they see that image?” I tried. I did. I attempted to carve, I observed, and I even tried to understand the science or logic behind it, but it just didn’t click for me. While I had artistic skills in other areas, when it came to sculpture, I couldn’t see what they saw or feel what they felt. It was then I realized something critical—there are different kinds of gifts. Understanding Your Zone of Genius We all have a desire to do great things, to learn, to grow—but there is always that one area, that space, where you fit most naturally. There’s something you were uniquely wired to do—and when you do it, it flows. Others might try to learn the same thing, but they won’t quite execute it the way you do. That’s the difference between skill and giftedness. Your gift is often the place where work stops feeling like work. It becomes a joy. A calling. A way of expressing the excellence and grace that was deposited in you from birth. As Michelangelo once said, “I saw the angel in the marble and carved until I set him free.” That’s the essence of true gifting—seeing what others can’t and bringing it to life. The Work That Matters So, I ask you: What do you see in your craft, in your career, in your art? Maybe, like me, you’re able to write and bring out creative content that others might not be able to conceptualize. Maybe you see systems where others see confusion. Maybe you inspire people with your voice or your ability to listen. That’s your gift. Find your space. Discover your voice. Lean into your gifting and build your career or business from that place. When you align your gift with your purpose, work transforms from duty into delight. You’re not just sacrificing your time—you’re pouring out your essence. And the world notices. From Gift to Brand This is where brand building begins—from the inside out. The foundation of an authentic personal brand is not a fancy logo, a curated social media page, or a string of buzzwords. No. It starts with the recognition and refinement of your gift. You take that gift, add skill, and begin to polish it. You sharpen your craft through practice, learning, and feedback. That’s how mastery is built. When you speak, write, design, build, or consult—your expertise shows. It shines through in your delivery. Branding that lasts is branding that is born from your gift. Skill and Execution Many people today fall into the trap of polishing without substance. You see it all over LinkedIn and social media—people packaging themselves to look polished online, but when hired, they fail to deliver. The execution doesn’t match the presentation. This is a major problem. If you’re not rooted in gifting, if you haven’t put in the work to develop your skill, the results will expose you. And that isn’t just bad for your career—it’s a crack in the foundation of your brand. Don’t build a brand just to look good. Build one that can stand up to scrutiny. Build on truth, talent, and tested expertise. It’s not about impressing people. It’s about impacting lives. A Brand Aligned with Purpose In this age of AI, where deepfakes and digital avatars can create any version of a person, authenticity has become more valuable than ever. People don’t just want aesthetics—they want truth. They want a heart. They want brands that reflect real people solving real problems with real solutions. So let your brand be that—an extension of your true self. Let it reflect your voice, your vision, and your values. Let it serve your audience in a way that aligns your spirit, your soul, and your skill. And in doing so, you’ll not only find fulfillment—you’ll also find income streams, partners, collaborators, and clients who value what you bring. The Right Audience Matters Let me go back to the carving analogy. A beautiful sculpture, no matter how brilliant, may not be appreciated by someone who has no taste for art. Your work, your brand, your brilliance—it needs the right audience. Don’t waste time trying to convince the wrong people of your value. Instead, position your brand where your gift will be seen, appreciated, and paid for. Your success will not only be about how good you are but also how well you align with the right tribe—those who see your worth and are willing to pay for the value you bring. Purpose, Peace, and Prosperity When you align your gift with your work, your audience, and your brand—you begin to live in peace. You find joy in what you do. And yes, prosperity follows—not just material, but mental, emotional, and spiritual well-being. That’s the kind of brand I want you to build—one from the inside out. A brand rooted in truth, refined by skill and aligned with purpose. A brand that transforms lives, solves problems and leaves the world better than it found it. So, as we continue this journey of Gifted but Gated, I encourage you to do the work that matters. Find your gifting, refine your skill, serve your audience, and build a brand that represents your truest self. The world is waiting for your brilliance. Don’t just package yourself—position yourself. Don’t just hustle—heal. Don’t just post—polish. Show up as your best self, always. Reflect and Act on these things: 1. Discover and Own Your Core Gift Take time this week to reflect on what comes naturally to you—what you do effortlessly that others struggle with. Write it down. This is the foundation of your authentic brand. 2. Align Your Career or Craft with Your Gift Evaluate your current work or business. Does it allow your gift to shine? If not, begin making intentional steps to pivot—whether by learning a new skill, shifting focus, or repositioning yourself in a more fitting space. 3. Position Your Brand for the Right Audience Don’t just create—connect. Define who truly needs your gift and seek out the platforms, communities, or clients who will see, value, and pay for what you offer. Purposeful visibility beats loud visibility. And if you need help along the way—coaching, consulting, or speaking—I’m here. Remember! The best is yours.

Career Levers – Gifted but Gated To we will explore how to break through a career ceiling using your personal brand. Many people find themselves feeling stuck in certain careers or fields. Previously, we discussed the factors that can cause individuals to stagnate or face limitations in their professional growth. Today, we focus on how building a strong personal brand can help you overcome these challenges and break through career ceilings, regardless of your field. Developing your brand involves several key actions: enhancing your professional presence, positioning yourself for discovery and recognition, and ultimately, achieving success and celebration in your work. More importantly, it enables you to offer services that positively impact others while also being profitable. I will guide you through this process using what I call the ‘Five C’s’—a framework designed to strengthen your career brand, overcome barriers, and excel in your chosen field. The Five C’s for Breaking Career Barriers 1. Courage “Inaction breeds doubt and fear. Action breeds confidence and courage. If you want to conquer fear, do not sit home and think about it. Go out and get busy.” ― Dale Carnegie The first and most important thing you need is courage. You must build confidence in yourself and believe that you have what it takes to move ahead. This is the courage to say, “No, I am not staying in the same place—I am moving forward.” Without courage, you may have plans and desires, but taking the first step—which might feel shaky, wobbly, and difficult—requires boldness. That same courage is what allows scammers to carry out their schemes so boldly. Many scammers exhibit this quality, stepping out fearlessly even when they know they could be caught, jailed, or exposed. So, if you have real substance—true expertise and value—you must build courage within yourself. You need the courage to take the first bold step in your career, to believe in your abilities, and to break free from limitations. The first thing you need is the courage to do, the courage to be, and the courage to believe in yourself—building inner confidence to move from one phase of your career to the next. That is what you need. You must carry yourself forward with courage. Now, courage will help you make decisions. Once you build confidence, the next step is… 2. Credentials One of the key factors that help build confidence and push your career forward is credentials. In many professional fields, credentials are critical. In the medical field, for example, a doctor studies for seven to eight years to obtain their qualifications. Lawyers also study for a similar period. Credentials validate your expertise and position you for success. One way to build credentials is through certifications. You might need to take certification courses to solidify your expertise in a field. You may already know, but formal credentials—such as licenses and certifications—add credibility to your skills and open doors. For example, in accounting, ACCA certification provides recognition. In certain professions, you must renew your license periodically to prove that you’re still competent. Doctors, teachers, and other professionals must refresh their expertise to maintain their standing. Credentials are very important in helping you move forward in your career. Even if you are talented, lacking formal recognition can hold you back. However, credentials must be legitimate; while others may forge credentials to deceive people to land them the jobs they need, it never ends well for such. That’s why you must earn yours the right way—through the proper channels. No shortcuts, no fakes—just real, solid credentials that validate your expertise. 3. Credibility The next important factor is credibility. Credentials often help build credibility, but they are not enough on their own. A doctor may have the title, a lawyer may have the certificate, and a professor may have the academic qualifications, but credibility comes from proving you are trustworthy and reliable. Some professionals have impressive titles yet lack integrity. You may find lawyers who manipulate the truth, professors who do not uphold ethical standards, or doctors who provide substandard care. Credibility is about being reliable, honest, and capable. Even in licensed professions, failing to uphold credibility can lead to serious consequences. Some professionals lose their licenses or are placed on probation due to misconduct. You must prove your worth to maintain credibility. So, ask yourself: Are you trustworthy? Do you deliver on your promises? Can people rely on you? Your credentials may open doors, but your credibility keeps them open. 4. Consistency The fourth factor is consistency. Having courage, credentials, and credibility gives you an advantage, but if you lack consistency, you will lose ground. A lawyer who underperforms, a doctor who provides poor treatment, or an artist who delivers low-quality work will eventually lose trust and opportunities. Consistency means: Delivering high-quality work repeatedly Showing up and proving your expertise over time Upholding your standards regardless of challenges Many professionals fail not because they lack talent, but because they lack consistency. If you constantly under-deliver or fail to meet expectations, you will lose credibility—even if you have the title. While setbacks may happen, maintaining steady progress ensures long-term career growth. Consistency reinforces credibility. Consistency instills belief in people—they trust you because you repeatedly prove yourself. It pushes you higher in your career. This doesn’t mean you won’t have tough days or setbacks, but you must keep showing up, putting your best foot forward, and pushing through. Courage, credentials, credibility, and consistency must work together. 5. Connection The final factor is connection—building networks and relationships. Many people want to start here, but the connection is most effective when supported by the previous four C’s. Once you have built a strong personal brand, networking becomes easier because your work speaks for itself. Some professional networks require specific credentials—for example, associations of lawyers, doctors, or HR professionals. Without these, you may struggle to enter certain circles. A friend once shared a story of a well-known counselor who wanted to join a board of certified professionals but was rejected because they lacked formal accreditation. Though recognized by the public, they couldn’t gain recognition within expert circles. This proves that credentials and credibility matter before connections. Connections amplify your growth, but they must be backed by substance. Networking helps push you forward, but it is much easier when you have credibility, credentials, and consistency. In conclusion, if you want to break career barriers and rise to the top, align yourself with these five key elements: Courage – Take bold steps forward. Credentials – Obtain the necessary qualifications. Credibility – Build trust through integrity and expertise. Consistency – Keep delivering high-quality work. Connection – Leverage professional networks for opportunities. These five factors create a cycle that drives career success. When they work together, they help you rise, impact lives, and make money in your field. Keep the cycle running, and you will always remain among the top in your industry. I wish you the best—may you rise and thrive in your career! If you need any of my resources, I have tons of books on branding—available digitally. Just search for Bernard Kelvin Clive anywhere books are sold.

“The next generation is watching—let your brand be the permission they need to rise.” — Bernard Kelvin Clive So today we are looking at some personal branding mistakes that people often overlook in building their personal brand, particularly through the lens of cultural and religious settings—especially in Africa—and how brands can break through to succeed and impact the lives of those who matter to them most. The need to build a personal brand—rising above the noise, social limitations, and cultural myths or biases—is critical to standing out. You know, long before now, some religious and cultural systems didn’t give women the opportunity to lead or take the front lines. I mean, to spearhead great initiatives or even engage in challenges like going to war—those were seen as men’s responsibilities. Over the years, things have evolved, and now women are taking up major roles. However, the belief systems that shaped earlier generations still hold many women back. When they reflect on how society or their ancestors perceived them, they often shrink from who they’re meant to become. Though some women boldly step out and have a voice, fame, and platform, many are still hindered by social norms and expectations. 1. The Self-Belief Gap: Overcoming Cultural Limitations The first challenge—and mistake—is the struggle with self-confidence and self-worth. Women, especially, need to examine their backgrounds and identify the cultural and religious beliefs that have limited their voices or discouraged self-promotion in business or leadership. Once this awareness sets in, they can intentionally break out of those limitations. When you realize why you’ve been held back, you can more consciously challenge and change the narrative. So yes, now is the time to step out—as many women are already doing—to voice your opinions, share your message, advocate for others, and drive innovation and change. This break in stereotypes becomes fuel for future generations. When young girls see women boldly and rightly positioning their brands, not just to be loud but with a clear sense of purpose and understanding, they are inspired to do the same. This first mistake doesn’t just affect women—some men are also held back, especially in African societies where children are taught not to speak unless spoken to. You don’t ask questions, you don’t question leaders—be it in religion or governance. This stifles creative expression and personal growth. If you want to build a strong brand, address the mindset and belief systems that limit your voice. When that self-belief gap is bridged, younger people can step forward—not boastfully, but rightly—and confidently own their space. Personal branding isn’t self-promotion for fame; it’s about putting your best foot forward, adding value to others, and showing up in ways that help and inspire. 2. The Perfect Persona Trap: Don’t Fake Flawlessness The second mistake I find rising brands making is positioning themselves as flawless—like the ideal, perfect brand. They step out with an “I’ve got it all together” attitude. You see them on TikTok or Facebook presenting a polished image that suggests they’re always on top, never making mistakes. That’s a big mistake. We don’t build authentic brands that way. When you create a perfect image—flawless, untouchable—you eventually lose credibility. People stop relating to you because they can’t connect with someone who seems unreal. Every human has flaws, weaknesses, or struggles they deal with behind the scenes. To build a truly authentic brand, let some of those struggles be known. Share the parts of your journey that others can learn from. When people know you’ve been where they are—or are still navigating challenges—they gain courage and connection. They know you’re real. Reveal the real behind the reels. You don’t have to spill everything. Just enough vulnerability to show that you’re human. Let them see your growth stages. Let them appreciate who you’re becoming. If all they ever see is the celebrity, the milestone, or the filtered success, they may disconnect, thinking, “I can never get there.” Your audience should know your path. When they see what you’ve overcome—or are overcoming—they find hope that they can rise too. 3. Only Sharing Success: Where’s the Story? The third mistake personal brands make is constantly sharing their success without giving us a glimpse into the story behind it. Yes, it’s good to share your wins. But when all we see is the highlight reel—without any behind-the-scenes context—your audience misses the most powerful connection: the journey. I’m not asking you to share trade secrets. I’m talking about the pain behind the power. The struggles behind the shine. The story behind the status. That’s where the power of storytelling comes in. Share your story. Your growth. Your process. The highs, the lows, the pivots, and the learning curves. As an author, when I started writing, I kept things brief and straight to the point. Over time, I realized the power of storytelling—adding context, human emotions, struggles, and triumphs. That shift made my content more relatable and impactful. Stories sell. Stories connect. Stories heal. People appreciate brands that tell honest, inspiring stories—not just those who talk about their wins. So share compelling narratives that your audience can relate to and draw strength from. How do you want to be remembered? What’s the story behind your brand? Let it be known. 4. Ignoring In-Person Networking: Get Offline Too The fourth common mistake is ignoring in-person networking. We’re doing a lot of great things online—and that’s good—but don’t overlook the power of offline engagement. Whether it’s far or near, real-world connections are powerful. There’s something about putting a face to a post, a handshake to a brand, or a shared moment at a gathering that builds lasting trust. Virtual is good, but it doesn’t completely replace in-person presence. So yes, even if you’re introverted, it’s possible. Hang around the right people, go to relevant events, and just show up. Over the years, offline networking has played a major role in building tribes, brands, and businesses. Whether it’s at conferences, community meetings, weddings, or even funerals—yes, sometimes those are the rare moments where old connections are rekindled—there’s value in being physically present. Even showing up to support a follower or fan can build a deep bond. Don’t underestimate the power of showing up. 5. Ignoring Data: Don’t Guess, Track Finally, the fifth mistake: ignoring data. While building your brand on digital platforms, don’t just throw out content randomly. Be intentional about tracking results. Ask yourself: Is what I’m posting actually working? What do my analytics say? What are people really resonating with? Your data will guide you. From SEO to social media insights, understanding the numbers helps you make smarter decisions about your brand content and platforms. It tells you what to double down on and what to refine. Especially when you’re thinking of repositioning or rebranding, data is key. Don’t just follow trends blindly. Know your audience. Listen to what they’re saying and not saying. Know your best-performing platforms and content types. With the rise of AI, data collection has become easier and more efficient. Use tools to analyze your brand performance, monitor engagement, and understand your audience behavior. Data helps you grow. Use it. In Conclusion So those are five mistakes that rising or personal brands often make. These are areas you need to refine, maximize, and work on consistently to push your brand forward: Breaking the self-belief barrier. Avoiding the perfect persona trap. Telling your real story, not just showing success. Engaging in real-world networking. Tracking your brand with the right data. Keep building. Keep helping people. Stay true to your values. If you need any of my resources, I have tons of books on branding—available digitally. Just search for Bernard Kelvin Clive anywhere books are sold. If you’d like to book me for speaking, coaching, or consulting, feel free to email me at bernardkelvinclive@gmail.com. I’d be happy to help you grow and refine your brand. The best is yours. No products found.

“A business without customers is just a hobby with expenses.” – Bernard Kelvin Clive Today, we continue our series on customer care, customer experience, and handling negative feedback. This is especially vital for small business owners and brands who want to build and sustain a cordial relationship with clients. Businesses thrive on clients—without them, there is no business. That’s why every single customer should be treated like gold. There are many instances where businesses fall short, and these shortcomings must be addressed. In the previous article, I shared some personal experiences with vendors and clients, and how I handled them. That piece sparked a lot of conversation—others shared similar stories, especially from the entrepreneurship ecosystems in Ghana and Nigeria. So, let’s get into some of those insights and lessons. The Customer Care Shift: From Humble to Haughty Most small business owners start off strong with customer care. When they’re just launching, their focus is on gaining traction. By default, they treat their first clients well—polite, patient, and attentive. “Please buy from me.”“Try my product or service.” These are common initial pleas. The tone is warm and welcoming. That behavior is often the reason they get their first few loyal customers. But here’s the problem: once they begin gaining popularity—especially online with digital followers—their attitude shifts. The very people who helped elevate their brand suddenly start receiving less attention or, worse, are disregarded. I call this the celebrity stage. It’s the point where some brands think they’ve “arrived.” When Complaints Are Met with Disdain If a customer complains about a service or product that didn’t meet expectations, that feedback should be seen as an opportunity to grow. But what often happens? Customers are treated with disdain. It’s worrying, especially when the very customers being disregarded are the ones who helped build the brand’s foundation. Businesses should never forget their “first love”—those early patrons who gave them a chance when nobody else did. Create a category for such customers. Recognize them. Honour them. Treat them with intentional respect and benefits. They are your core tribe. The Price Trap: When Growth Pushes Old Clients Away Another issue arises when businesses start pricing their products or services higher after gaining some traction. Again, there’s nothing wrong with charging what you’re worth. However, a strategic pricing model should still exist—especially for your early supporters. Offer loyalty bonuses or discounts. These clients held the fort for you. They shared your posts. They referred people. They were your marketing department before you had one. If your pricing suddenly becomes exclusive and unreachable to your early adopters, you’re essentially pushing them out. That’s not how sustainable business is done. Put customers in different categories and serve them accordingly. If growth is overwhelming, delegate. Employ systems or people to handle parts of your customer relationship management. Use tools to automate and streamline. Numbers can overwhelm, yes—but systems can balance the load. The Cost of Disregard: Real Stories That Hurt Let me share some real-life stories that reflect these challenges. Worlanyo’s Disappointment: From Supporter to Ignored Nanyi Wolanyo, a clinical psychologist and a member of a mentorship group I’m part of, shared how she supported startups and friends in business by buying from them and referring clients to them. At some point, however, these businesses began ignoring her. She would place orders and get no responses or delivery. This really hurt her. She said, “You were the same people who begged us to buy from you. Now you’re acting like you don’t need us.” That is a trend that must be addressed. If you’re growing and cannot manage everything, communicate clearly. But never disregard those who held you down when you were nothing. Richmond’s Story: A Broken Promise and Broken Trust Richmond Asuah Nkansah, a public speaker, shared his painful experience with a photographer he hired for a funeral. He had paid part of the fee in advance and finalized all plans. On the day of the event, the photographer called with an excuse—no vehicle to get to the venue. Richmond tried to offer alternatives, even helping him figure out a way to get there. But the photographer never showed up. That failure disrupted a sacred event and deeply affected the trust and flow of the day. When you break promises to clients, you break the brand. A single act like this can cost years of goodwill. Mary’s Case: Poor Treatment Over a Delayed Product Mary Akosua Addai(Akosua Swagga) also shared her ordeal. She ordered a product from Nigeria to Ghana through a known transport service. Delivery was promised within a week. She even extended the grace period to two weeks. A month passed—still no product. When she called the vendor to inquire, she was met with disrespect and shouting instead of apologizing. Eventually, when the product arrived, she visited the transport office to file a complaint. The owner dismissed her feedback entirely. This is how businesses lose long-term customers. A simple apology and effort to fix the issue would have restored some trust. Instead, pride and poor communication cost them a loyal customer. When Pride Enters, Customers Exit What do all these stories have in common? Pride. Once businesses start gaining some attention, they forget where they came from. They stop seeing the individual behind the sale. But business is always personal. If your systems are breaking down due to growth, fix your systems, not your attitude. Feedback—especially negative ones—should be seen as gold. They are the keys to improving, adapting, and evolving. Practical Tips for Sustaining Growth Through Customer Care Here are a few practical actions MSMEs and brands can take to ensure longevity through good customer care: Categorize your clients – Segment them into early adopters, new leads, loyal repeat buyers, etc. Maintain personalized pricing and rewards – Offer long-time clients discounts or early access. Automate customer care – Use CRM systems or customer service platforms to manage queries and complaints. Delegate communication – If you can’t do it all, assign someone who can speak for your brand with respect and empathy. Always respond to feedback – Whether good or bad, show that you’re listening. Apologize when you go wrong – A simple “we’re sorry” goes a long way. Keep improving – Build on feedback to deliver better service continuously. Hold the Customer in High Regard The same way you treated clients when you had just two orders a month should be the same way—or even better—when you’re doing 200. Never let pride, pressure, or popularity make you forget the human behind the invoice. Every customer matters. Every feedback counts. The clients paying small amounts today might be the ones recommending you to the big contracts tomorrow. Let’s raise the bar on how we treat clients in our local business spaces. Let’s build systems and structures that preserve trust, not just increase profits. Go back to the drawing board, check where you fell short, and do better. That’s how we build lasting brands. Now, it’s your turn. What has been your experience, and how can you make things better? No products found.

In this article, we’re looking at trends and traditions—the dangers of following trends blindly and the risks of sticking to traditions when the signs are clear for a transition. In it right? In a small business management group, we discussed the content we share for an organization whose portal we manage. One of the interns suggested that we should run the captions in a particular way because they had seen several similar organizations using the same pattern. I paused for a moment and then told them that just because others are following a particular pattern doesn’t mean it’s the right fit for us. Firstly, it doesn’t mean it’s right. What they are doing may be completely wrong. Just because they are screaming and shouting doesn’t mean we should also scream and shout to get the attention of our audience. We need to run our content through a set of filters to ensure that what we produce aligns with the brand we are working on. Blindly following trends is dangerous both for business owners and brands. The fact that something is trendy doesn’t mean we should all jump on it. That said, there is a time for leveraging trends. However, for brands to stay on the right path and maximize exposure, they must always have standards and metrics to work with. Brand Alignment: Does the Trend Fit Your Identity? When something is trending and we want to follow it, the first check we need to run is what I call brand alignment. What is trending at the moment? For example, everyone is using voiceovers and dancing on TikTok. But is that something that aligns with our brand strategy, values, and signature? Does it fit with the kind of audience we want to impact? If it doesn’t align in any way—regardless of its reach and impact—or if we can’t find a way to align it with what we stand for, then we must uncheck that trend. Brand Values: Staying True to What You Stand For The second filter to apply is brand values. Every brand, whether a solopreneur, MSME, or large corporation, has values. What are your brand values? Authenticity? Honesty? Integrity? If a trend violates your core values, then it’s not something you should follow. Just because people are craving certain types of content doesn’t mean you should feed them with it. Staying true to your values ensures long-term trust and credibility. I recall a conversation with a few friends about different types of brands. We observed some individuals skyrocketing in their industries by adopting certain methods. Someone asked why we weren’t trying those methods. We all laughed because we knew what we stood for. Our brand values were based on honesty and authenticity. Yes, others were succeeding, but for us, it didn’t align. Just because people are making money from a certain trend doesn’t mean we should follow suit. There’s something within a person’s core that tells them when something doesn’t feel right. We can make millions, yes, but if it doesn’t sit well with our conscience, then it’s not worth it. Ethics: Is It Right or Wrong? The third filter is ethics. Some believe that to break through in business, you need to be ruthless and relentless—doing wild and crazy things to gain attention. But even amid that, you need to step back and ask yourself: Is this ethical? Are you violating certain principles or values? Are you twisting arms, misleading people, or engaging in deceptive marketing just to sell products and services? If something is unethical, no matter how successful it appears, it is not worth the compromise. Every business or industry has its code of conduct and ethics. Journalists, public speakers, PR professionals, and content creators all have ethical standards to uphold. Violating these ethics for the sake of trends can be damaging in the long run. Yes, others may disregard ethical standards to trend, but if you filter your decisions through these values and realize they don’t align, then it’s best to avoid them. When to Leverage Trends On the flip side, not all trends are bad. If after filtering a trend through brand alignment, values, and ethics, you find that it doesn’t violate your principles, then you can leverage it. If it aligns with your brand, go for it. If it upholds your values, embrace it. If it adheres to ethical standards, make the most of it. When all these criteria check out, you can confidently integrate a trend into your strategy. You can experiment with new ideas while ensuring they align with your long-term brand positioning. The Dangers of Abandoning Traditions While trends can be useful, abandoning traditions completely can also be risky. Brands that have grown to a certain level must maintain the standards and principles that have kept them successful. Recently, I saw a top government institution engaging in the same content style as less reputable organizations—turning serious matters into memes and jokes. It was shocking. A government institution should maintain a level of decorum and authority. They shouldn’t dilute their brand just to trend. Sometimes, the masses are moving in a certain direction, but that doesn’t mean they are always right. Just because something is popular doesn’t mean it is good for your brand. Evaluate it critically before making a move. Striking a Balance: Merging Trends and Traditions As brands and businesses seek to grow, it is crucial to avoid blindly following trends just because they are happening. At the same time, holding on to outdated traditions without recognizing necessary transitions can also be detrimental. There must be a balance—a blend of the old and the new. We must learn to integrate new and effective strategies while staying true to our brand’s core principles. This is how businesses stay relevant without losing their identity. Legacy: Building for the Future Beyond trends and traditions, consider legacy. What kind of brand legacy are you building for the next generation? Are you creating something that will last, or are you merely chasing short-term fame and profit? Legacy matters. Your service, products, and brand should not only serve people today but also impact generations to come. A strong brand does not chase trends aimlessly—it builds a reputation that lasts. Final Thoughts So, as you grow your business, go through this checklist: Brand Alignment – Does this trend align with your brand’s vision and values? Brand Values – Does it uphold your principles and integrity? Ethics – Is it morally and professionally acceptable? Legacy – Will this contribute to long-term success and impact? If a trend checks all the boxes, you can leverage it alongside your traditions to push your business forward. If not, then it’s best to leave it behind. The key is balance—knowing when to innovate and when to preserve traditions. I’m positive if these things are done right, you can scale your brand, remain authentic, and create a lasting impact. Let’s do things right, serve the community with integrity, and build something meaningful that future generations will be proud of. Download copies of the recommended books below. No products found.

Entertainers Seek Likes. Entrepreneurs Seek Leads. Have you ever posted something online and received thousands of likes but saw no real business growth? In today’s digital world, it’s easy to get caught up in the numbers—likes, views, and shares. However, if you’re serious about building a brand or growing a business, you must focus on the right metrics. The Fundamental Difference Entertainers crave likes. Entrepreneurs crave leads. Entertainers go after likes. Entrepreneurs go after leads. This distinction is so critical for one’s success in the digital ecosystem. If you position yourself as someone who simply follows the trends, chasing followers and social media virality without a solid plan to monetize your efforts, you may miss the essence of doing business in this digital age. Positioning Yourself for Growth You need to decide: Are you merely entertaining people for likes, or are you strategically positioning yourself to generate leads? Having a post go viral with thousands of likes means little if it doesn’t translate into something tangible. Consider this—some people have massive engagement on their posts, but it doesn’t lead to anything meaningful. It’s just entertainment. There’s no clear call to action, no structured pathway for conversion. On the other hand, entrepreneurs—real business-minded individuals—focus on monetization. They seek leads, not just visibility. The Power of Leads Over Likes Great entrepreneurs understand this concept. You may see their posts getting fewer likes, but behind the scenes, they are generating leads and converting them into paying customers. That’s the mindset small business owners, entrepreneurs, and personal brand builders must adopt. Your goal should be to provide value, help, and impact lives. But at the backend, there should be a system that constantly generates leads, allowing you to monetize what you do and scale your business. If you focus only on likes, you may end up with a massive following that doesn’t contribute to your financial growth. That’s why you must shift your focus. The Business Behind the Content If you’re an entertainer—creating funny videos, skits, or viral content—that’s great. But what’s the business behind it? Do you have a long-term plan? Do you want to be a stand-up comedian? Do you intend to monetize your content through brand deals or advertisements? Without a structured strategy, you’ll simply be another content creator hoping for recognition instead of someone strategically building a business. Thinking Like an Entrepreneur Instead of just posting and hoping for likes, think like an entrepreneur: How can I generate leads from my audience? Do I have a landing page to collect emails? Do I have a lead magnet to attract potential customers? Do I have a team that helps me convert engagement into sales? Am I building a system that works beyond social media views? When you start thinking this way, you’ll realize that every piece of content should have a backend strategy. It’s not just about putting content out there; it’s about building a system that converts engagement into income. I’ll share three examples from Ghana to illustrate a key difference: entrepreneurs seek leads, while entertainers seek likes. First, comedian Parrot Mouth, a Christian comedian, runs the Laugh It Off program two to three times a year. While he has a social media presence, he doesn’t rely on online clout to sell tickets. His visibility helps, but he has a solid system that ensures tickets are sold and venues are booked in advance. That’s the difference—a business strategy behind his online presence. Having a social media following is great, but without a system to generate leads and convert them into sales, it’s just vanity. Your presence should work for you, not just make you visible. Another example is Dr. Jeff Bassey, who runs ILS International Leadership and Strategy Institution. He has trained corporations, institutions, and multinationals for years. If you check his Facebook presence, he shares deep, insightful content, but his posts don’t always get high engagement. Yet behind the scenes, his business thrives because he has a system in place to secure clients. Many with massive online influence don’t achieve a fraction of his success. This is the key: online presence is important, but without a business strategy, it’s just noise. You need a system that converts visibility into value. Otherwise, you’ll be seen but not impactful. A third example is BigGodwin. He blends strong Facebook visibility with an actual business strategy. His large following isn’t just for show—it feeds into his brand and businesses. He’s not just sharing content; he’s using his presence to grow his enterprise and help others do the same. The lesson? Don’t just chase likes—build a system that turns visibility into leads and sales. That’s how you grow a sustainable business beyond digital hype. Building a Lead Generation System Here’s how to position yourself: Create a Lead Magnet: Offer something valuable in exchange for contact information (e.g., a free guide, webinar, checklist). Use a Landing Page: Direct traffic to a page where visitors can sign up for more valuable content. Automate Engagement: Have a system in place—such as email marketing or chatbots—to follow up with leads. Monetize Beyond Social Media: Sell digital products, offer consultations, create online courses, or promote affiliate products. Track and Measure Success: Monitor how many leads you generate daily, weekly, or monthly, and refine your strategy accordingly. The Key to Sustainable Success If you remain focused on chasing likes, you’ll become just another entertainer, hoping for a breakthrough. But if you shift your mindset to generating leads, you’ll start building a sustainable business. Make it a goal: How many leads can I generate today? How can I convert my audience into clients or customers? What strategies can I implement to monetize my influence? As a personal brand, solopreneur, or business owner, think beyond just engagement. Focus on strategy, impact, and monetization. Whether through affiliate marketing, selling products, or offering services, positioning yourself for financial growth should be a priority. I hope this helps! Let me know your thoughts. Want to turn your influence into income? Start with my branding books—search ‘Bernard Kelvin Clive’ on Amazon or Google.” You can grab a copy of my latest book ‘Ungoogleable Brands: The Rise of the Silent Brands’ The best is yours. No products found.