👋 Hello, Brand Revealers. How are you doing today?
African voices matter within all spectrums of business.
I have been eager to feature more of these empowering branding leaders in the newsletter. African brands possess a unique branding power that sets the bar for innovation and reflects rich cultural perspectives. A masterclass and inspiration for embodying branding to stand out.
I am glad to introduce you to Adedeji Micheal, a talented brand designer whose work I recently stumbled upon. He supports African and global brands, helping them shine through strategic vision and bold expression of their mission. I am sure you will gain valuable insights from his words and experience. Bonus: He was D&D's New Blood Academy 'winner' in 2022.
Branding is the act of creating a connection between a brand and its target audience.
Adedeji
Branding is trial and error. Positioning takes effort, time, and dedication. How can entrepreneurs recover from a branding that doesn't resonate with their audience yet?
The best way is to take a step back, analyze where the brand might have gotten it wrong, and improve in that aspect, it could be the visuals, tone of voice or anything, but the most important thing is to know what the problem is, you cant recover from a problem you do not know you have.
Adedeji
What are the repeated words you hear about your Brand and Branding from your audience, teams, and people who discover you? (3 to 5 keywords)
✦ Colorful ✦ Colorful ✦ impactful ✦ intentional
Adedeji
What is your best branding story from clients, yourself or an iconic brand?
From my own work, I’d say the branding I created for Escola Comum stands out. It allowed me to make an impact and significant contribution to society through branding. As for other projects I love, I really appreciate the unorthodox approach to Liquid Death’s identity and packaging.
Adedeji
Do you have any recommendations for mastering branding, such as books, podcasts, conferences, etc.?
A process I've used to this day is simply having the urge/goal to improve—everything else follows from that. I also like checking out projects from Brand New; it helps me visualize ideas, and the reviews are golden.
Adedeji
What common pain points have you noticed among the Black brands you’ve collaborated with? Have you observed any shared challenges in amplifying their brand voice?
A common pain point among brands that are branding-conscious (as intentional and professional top tier branding is only just taking grounds in Nigeria) is probably the urge to want to “look like the competitor.” Many brands are hesitant to take risks or approach things differently; if something works for a competitor, they want the same for themselves. Convincing them to try a unique approach can be challenging.
Adedeji
Nigeria is well known for innovative and engaging branding. In your opinion, what is the recipe for Nigerian brands to stand out?
In Nigeria, brands need to know that to stand out means to STAND OUT and some have definitely been able to do that. For example, the RISE visual identity by DaDesign Studioand The Kofe Club by the same studio are excellent examples. The recipe for these distinctive identities comes down to intentionality, exposure, knowledge (from both clients and designers), and a willingness to try things out of norms out.
Adedeji
What has your branding journey taught you about celebrating diverse narratives?
Over the years, working on various projects across the globe has taught me to recognize and embrace the uniqueness of each brand. It’s only right to treat them as such, and as designers, we should be open to using new and unique approaches for every project. Creating a genuine connection with each brand the best we cannot, not only enhances our work but also makes us better people, both professionally and humanely.
Adedeji
If your brand was a food, what would it be, and why? (It can be a dish, a fruit—any kind of food.)
I’d definitely be a lemon. I like how its taste evokes different expressions and reactions in people, much like my work does. Plus, it’s one of the few fruits that doesn’t look at all like it tastes. Imagine what a lemon tastes like if you’ve never seen one before!
Adedeji
You can connect and discover his mindset and work@AdedejiMicheal
🤩 Bright, they are!
🥑 Tesco loses its logo(For an outdoor campaign, the leading goods brand plays with its ingredients, creating enticing interest for the store experience. The visuals are clear and clean. Those close-ups create cohesive compositions that elevate food as an icon).
shares his inspiring insights on how he provides free content to his audience, which attracts clients and opportunities for his business. A conversation starter on the balance between free content and paid content).
✅ The Creative Director’s Checklist(Brand building is not only in the hands of the founder; creative teams are the force vive* supporting effective brand awareness. This checklist addresses key challenges in the branding creative process while highlighting nurturing solutions based on data from the creative industry. My next read!).
I leave you with Adedeji’s song selection. Sending focus vibes ✨ Keva.
The mission of Your Branding Letter is to demystify the big word Branding. My role is to democratise brand(ing) with its paradoxes and truths, yours is to implement these concepts into your brand building. Here, you will find ideas, investigations, and a collection of eclectic definitions alongside visions of what branding is and what it implies—showcasing those who do, use, and expand branding: The Brand Revealers.
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Thanks for sharing my post Keva, I'm glad it inspired you ! ✌️