Branding 101 with Adaeze Oguzie of F.A.T Agency: Crafting A Bomb AF Brand in Nigeria

Adaeze Oguzie, the brains behind the creative agency: Fashion Aid Tool has always had a passion for crafting brand identities and strategies. She decided to start her own start her own branding agency in this year and so far has found it exciting giving brands a voice.

She particularly loves seeing how the entire idea of a brand grows into an identity people can relate to and want to be associated with, so she’s decided to collaborate with The Glory Network and give us the tea on the most essential methods of building a brand in Lagos, Nigeria.

1. Implement a subculture into your brand

The high status of a brand comes from its association with the sophistication and glamour that surrounds a subculture either through the use of an influencer/spokesperson, its authenticity or its aesthetics.

To create an Iconic perception of your brand in the minds of your consumers, you might want to focus on using and publicizing distinctive packaging, advertising style, or telling a brand myth that resonates with consumers.

2. Insert key value propositions to target your audience

Your brand’s value proposition is arguably the most important element of your overall marketing messaging. You want to focus on your messaging and what your brand stands for. Are you a brand that promotes sustainability?

Then you want to be sure your brand ethics involve the use of sustainable methods and offer eco-friendly products. So on World Earth Day, you want to put out posts on social media to support environmental protection and so on.

3. Conduct market research

Market research is a crucial step in developing a brand strategy. Brands should conduct market using both the primary and secondary method.

The primary method is gathering information that comes directly from the source — that is, potential customers. You can compile this information yourself or gather it via surveys, focus groups, polls, etc

Secondary Method involves gathering statistics, reports, studies. Best place to start? The internet.

4. Be inspired

I’ll say NKWO is rally strong brand cause of its transparency — transparency in its message and its production.

Femme Africa too, from the names you can just tell they are all about supporting women. From the business they partner with(all owned by women) to the showcases, Femme Africa stays true to its value.

5. The brand Is able to evolve over time

There will be a massive embrace of emerging tech. Just like how a few fashion brands have organized digital fashion shows, using CGI models to market new designs that can be shopped on social media, many brands will be challenged to push the status quo by using technology to enhance their customer experience as well as digitize marketing.