As brand managers and content marketers, we often find ourselves in a competitive environment where every business is vying for attention. So, the question is: What truly sets your brand apart from the competition? How do you create content that not only stands out but also resonates deeply with your target audience?
Christopher Abani, the Nigerian-American author, once said, “Nigerians are everywhere. There’s an old joke, particularly about the Ibos, that when you finally land on Mars, you’re going to find a Nigerian there who has a shop that is selling Coca-Cola—who took a speculative trip 20 years ago and has been waiting for everyone else to arrive.”
While this may be funny, it holds a powerful insight for us as brand builders: Being unique is a brand in itself. The essence of being Nigerian in this joke isn’t just about geography or ethnicity; it’s about the tenacity, ingenuity, and resilience that make Nigerians—and by extension, their brands—recognizable and unforgettable. These qualities have helped shape a global identity that transcends borders, industries, and expectations.
In branding and content marketing, uniqueness is your superpower. The brands that break through the noise are the ones that lean into what makes them different. It’s not enough to be “good” or “better” than the competition—you must be distinct. Your uniqueness doesn’t have to be radical; it just needs to be authentic and true to your brand’s core.
Consider Aliko Dangote, the founder of the Dangote Group, West Africa’s largest conglomerate. Dangote didn’t just build a business; he created a brand that speaks to ambition, problem-solving, and a relentless pursuit of success. By focusing on core needs—cement, salt, sugar—Dangote didn’t just identify a market gap, he positioned his company as a solution to local challenges, which in turn became a global powerhouse.
As brand managers and content marketers, we need to ask ourselves: What is the most unique aspect of the brand? What can consistently be highlighted to resonate with the audience and differentiate the brand in a crowded market? A brand’s uniqueness could stem from a distinctive product feature, an inspiring founder’s story, an innovative business model, or a set of values that align with the aspirations of its target audience.
But here’s the key takeaway: Don’t shy away from what makes the brand different. Whether working with a small start-up or a well-established company, it’s the uniqueness that will drive customer loyalty and foster long-term engagement. In content marketing, this translates to creating authentic stories and campaigns that reflect the true essence of the brand. It’s not about appealing to everyone—it’s about forming a genuine emotional connection with the right audience by focusing on what sets the brand apart.
In an era of overwhelming content saturation, a brand’s voice must be distinctive. Whether through content, visual identity, or customer experience, it’s crucial to communicate the brand’s unique core. Embracing the uniqueness of the brand unlocks the potential for true branding and content marketing excellence.
So, to all brand managers and content marketers: It’s time to stop trying to fit in and start embracing what makes your brand truly stand out. The future of marketing belongs to the unique—will your brand be ready to take the lead?