Yemi Alade does not need any introduction. Raise your hand if you start singing the words to “Johnny” anytime you meet someone called John. For some of us, it is difficult to remember how Yemi Alade was before the Johnny era.

The mere mention of her name conjures up a certain image. That is her brand. Since rebranding herself, Yemi Alade has reached new heights of stardom with fans across Africa and beyond. She has a lot to teach us about branding.

1. Find a style that is yours…

A successful brand is a brand that is unique. When you’re building your brand, first things first is  discovering what you are doing that others in your industry aren’t. What makes you special and different from everyone else? You may need to add some colour and give your brand a personality that everyone will remember.

Yemi Alade’s edgy sense of fashion just stands out. She has emerged with unique and quirky styles that immediately jump at you. Yemi Alade has described herself as a fashion chameleon, her style is at once easy, simple and edgy. When it comes to fashion, no one else in the Nigerian entertainment industry is doing what Yemi Alade and so effortlessly too.

2…then stick to it

Let’s talk about hair. When you think of Yemi Alade what hairstyle is she rocking? The “pineapple” hair-do has become Yemi Alade’s signature. She has worn it in different colours and added little variations to it along the way. Others might consider sticking to one hairstyle boring yet, a branding essential is consistency.

You have to be consistent in what you do and/or offer. Consistency reinforces the value of your brand. Yemi Alade has been consistent with her pineapple hairstyle and it links back to her style as being part of her overall brand.

3. Show off your best work

When building a successful brand ladies, you’ll have to pay attention to positioning. Once you have put a message out there you must avoid changing it easily. Otherwise you risk confusing your customers. Pay a visit to Yemi Alade’s Twitter page and right there you will see #Johnny. This is a very important branding strategy.

“Johnny” is Yemi Alade’s most successful hit yet and by putting it on her page, she is ensuring that anyone who is a fan of the song will associate it with her. In this way, “Johnny” is now part of her brand, more so than other songs she has released. Using your best work is a great strategy for branding.

4. Don’t be afraid to venture into unknown territory

In finding out what makes your brand unique, you may need to push yourself. Think outside the box, be innovative and bold, be daring and most importantly make sure you are standing for something you believe in.

For me, one more things comes to mind when I think of Yemi Alade; multilingual. She sang a French remix of “Johnny” and brought on a popular French zouk artist for a remix of “Kissing”. Going further she released a Swahili version of “Na Gode”.

Yemi Alade has taken her brand to entirely new levels by speaking to audiences in their own languages. Her brand communicates with fans across borders, something that the only most successful brands accomplish.

What else do you think aspiring #MotherlandMoguls can learn from Yemi Alade? Kindly let us know in the comments section below.

 

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