Brand & Branding Using Social Media Marketing in Nigeria
Once upon a time, branding in Nigeria was all about billboards on Third Mainland Bridge, radio jingles, and newspaper ads. Today? A single viral tweet can do what a million-naira marketing campaign couldn’t. Social media has rewritten the branding rulebook, giving businesses, influencers, and even everyday people the power to build (or destroy) their brand in real time.
Brand vs. Branding – Know the Difference
A brand is what people think about you, your reputation, your identity, your story. Branding is how you control that narrative, the way you show up, speak, and engage online. In a Nutshell, the brand is the final dish, but branding is the cooking process. Get the recipe wrong, and you might serve up a disaster.
The Rise of Social Media Branding in Nigeria
Whether you’re an entrepreneur in Lagos, a fashion designer in Aba, or a food vendor in Ibadan, social media is your most powerful branding tool. Here’s why:
Visibility on a Budget: Forget spending millions on billboards, Instagram Reels, TikTok videos, and Twitter threads can put your business in front of thousands for free.
Direct Connection: Customers don’t have to send emails or call customer service. They tag you, comment, and expect an instant response.
Storytelling Power: People don’t just buy products, they buy stories. A well-crafted post can turn a small business into a national sensation.
Winning with Social Media Branding
Some Nigerian businesses and influencers have cracked the social media branding code. Take BOD Republic, the clothing brand that turned streetwear into a viral movement through Twitter engagement. Or Tee’s Small Chops, which used mouth-watering Instagram videos to dominate the food space.
How did they win?
Consistency: They post regularly and stick to a recognizable brand voice.
Engagement: They don’t just sell, they interact, tell stories, and create trends.
Authenticity: No fake vibes. Nigerians can smell insincerity from a mile away.
The Branding Landmines to Avoid
For every success story, there’s a branding failure lurking in the corner. Some businesses have gone from beloved to blacklisted in just days. Why?
Ignoring Customer Complaints: One bad review, ignored, can spiral into a viral scandal.
Inconsistent Messaging: Today, you’re premium. Tomorrow, you’re budget-friendly. Customers get confused and leave.
Engaging in Online Wars: Brands that fight in the comments section rarely come out
unscathed.
The Real Tea of Branding
Branding isn’t slapping your logo on every post and calling it a day. Branding isn’t begging for followers with “Pls, help my ministry.” Branding isn’t changing your brand colors and bio every two market days. Branding isn’t picking fights in comment sections because "engagement is engagement."
Branding is creating an experience that makes people remember you.
Branding is making content so good that people follow you without being asked.
Branding is building a consistent identity that sticks, whether online or offline.
Branding is knowing that the wrong kind of attention can sink your business faster than bad customer service.
At the end of the day, branding is what people say about you when you’re not in the room, or when you’re not online.
The question is, are they saying what you want them to?