Picture a business owner who starts by selling a product, but their success soon transcends the product itself because of their personal brand. This individual shares their daily routines, challenges, victories, and motivations with millions of online followers. Through this personal connection, they build a loyal community that is inspired by and invested in their journey. A well-known example is Rihanna, who leveraged her personal brand to create Fenty, becoming one of the world’s wealthiest women, not through music, but by transforming her fashion and beauty ventures.
This narrative of entrepreneurs using personal branding to grow their businesses is increasingly common in Nigeria. Many Nigerian business owners now act as influencers, strategically using their personal stories to build trust and authenticity, and in turn, amplify their businesses. This approach has proven to be a powerful strategy for cultivating strong connections with their audience and driving long-term growth.
Building Personal Brands: Nigerian Entrepreneur-Influencers
Many Nigerian entrepreneurs are now doubling as influencers, capitalizing on their personal stories and social media presence to create powerful brands. Here are three examples:
Toke Makinwa: Media Personality Turned Entrepreneur
Toke Makinwa is one of Nigeria’s most notable entrepreneur-influencers. Beyond her career as a media personality, she has built successful businesses such as TM Luxury (her luxury bag line) and Glow by TM (a skincare brand). Toke’s massive following, which she cultivated through her relatable, glamorous, and transparent lifestyle, has made her a trusted authority in beauty and fashion.
Her ability to leverage her personal brand by sharing beauty routines, fashion choices, and motivational content has not only humanized her business but also created a powerful emotional connection with her audience. As a result, her followers naturally trust the products she endorses, making her ventures highly successful.
Chioma Ikokwu (Chioma GoodHair): Entrepreneur and Lifestyle Icon
Chioma Ikokwu, co-founder of Good Hair Ltd, has used her personal influence to promote her luxury hair business while positioning herself as a lifestyle icon. By combining her entrepreneurial success with a carefully crafted personal image of sophistication and elegance, Chioma has attracted a large following. Through social media, she shares insights into her life as a businesswoman, lawyer, and philanthropist, making her relatable and aspirational at the same time.
Chioma’s Instagram is filled with posts showcasing not just her hair products but also her fashion choices, travels, and life lessons, which appeal to her audience. This lifestyle branding amplifies her business success because it blurs the line between her personal identity and her business. Her audience doesn’t just buy products, they buy into the lifestyle she represents.
Jason Njoku: Tech Entrepreneur with a Personal Touch
Jason Njoku, the co-founder of iROKOtv, is another Nigerian entrepreneur who has mastered the art of personal branding. Unlike the more glamorous approaches of Toke and Chioma, Jason takes a more grounded approach, sharing the raw realities of entrepreneurship. His transparency about the challenges of building a business in Africa resonates with aspiring entrepreneurs, making him a thought leader in the tech space.
Jason uses his blog, social media, and public speaking engagements to share his journey, both successes and failures, which builds trust and relatability. His personal narrative as a self-made entrepreneur adds credibility to his ventures, ensuring that iROKOtv’s brand is strengthened by the person behind it.
How Personal Branding Drives Business Growth
Here’s how personal branding can lead to business growth:
- Increased Trust: Consumers trust individuals more than faceless corporations. When a business owner shares personal stories, insights, and experiences, it humanizes the brand. People are more likely to support a business if they feel a personal connection to the person running it.
- Authenticity: In a crowded marketplace, authenticity stands out. Entrepreneur-influencers like Toke, Chioma, and Jason build their brands on real stories, experiences, and lifestyles. This authenticity resonates with consumers, fostering brand loyalty and driving sales.
- Loyal Communities: Personal branding helps entrepreneurs create loyal followings that actively engage with their content. These followers are not just customers—they are part of the entrepreneur’s journey, making them more likely to promote the brand and become repeat buyers.
Leveraging Influence for Reputation Management
From a public relations perspective, business owners who double as influencers have a unique advantage in managing their brand’s reputation. When a business is tightly linked to the owner’s personal brand, crises and opportunities can be handled with a more personal touch:
- Crisis Management: When faced with challenges, an entrepreneur-influencer can quickly respond directly to their audience. For example, if a product faces criticism, the entrepreneur can step in personally, address the issue, and take responsibility. This direct communication can diffuse tensions and show that the brand cares about customer feedback.
- Proactive Engagement: Entrepreneur-influencers can use their platforms to engage in real-time with consumers, keeping the public informed about business developments or responding to trends. This active engagement helps manage the brand narrative and build a positive public image.
- Humanizing the Brand: As PR increasingly shifts toward authenticity and transparency, entrepreneur-influencers are positioned well to shape public perceptions. By consistently presenting themselves as real, relatable, and accessible, they create a positive association with their business.
In Nigeria, the blending of personal branding with entrepreneurship has become a powerful strategy for business growth. By positioning themselves as influencers, entrepreneurs like Toke Makinwa, Chioma Ikokwu, and Jason Njoku have built businesses that are not only successful but also emotionally connected to their audience. This blend of business acumen and personal influence is driving the next wave of entrepreneurial success in Nigeria, offering valuable lessons for any business owner looking to expand their reach and grow their brand.
