The world had forgotten her, but she made sure it never happened again.
Caroline launched her fashion brand with passion in 2015 and had a pop-up store on Lagos Island, as well as friends who helped promote her on Instagram. However, by 2017, she had become invisible, with no press, orders, or buzz. Her designs remained the same and her passion remained strong, but something was missing: she was selling rather than building a brand. Caroline appeared on a billboard in 2020, was published in a lifestyle magazine, and partnered with two significant influencers. What has changed? She embraced the three-point strategy employed by every timeless brand: clarity, consistency, and connection.
Let’s break down this powerful method for keeping your brand relevant for years.
Clarity: Know Your Message—And Stick to It
Caroline’s turning point began with a notebook and the question, “What do I want to be known for?”
She’d prefer not to be just another fashion label. She aimed to become the go-to brand for vibrant African prints reinterpreted for modern ladies. That became her message, and she stayed with it. She’d prefer not to be just another fashion label. She aimed to become the go-to brand for vibrant African prints reinterpreted for modern ladies. That became her message, and she stayed with it.
Clarity is the difference between a developing brand and one that becomes lost. Whether you’re a tech startup, a CEO developing a personal brand, or a corporate professional in their 40s wanting to acquire awareness, you need a distinct identity.
- What do you solve?
- Who are you speaking to?
- And what is your voice?
When your brand lacks clarity, you are giving mixed messages. Audiences do not have the time to decode your message. They want to know what you stand for and how it applies to them in seconds.
For example, consider a small business owner who runs a skincare brand. If your target audience can’t determine whether you’re a luxury organic skincare brand or a mass-market teen brand, you’re losing them.
Create a brand guide. Determine your fundamental message, tone, mission, and values. Everything else should follow from that.
Consistency: Show Up Everywhere, Always
Caroline did something radical after deciding on her brand message: she began to show up. Not only when she introduced new designs or ran a promotion, but every day.
She shared design stories on Instagram. She shared stylish suggestions on her blog. Participated in community discussions on LinkedIn. She even collaborated with public relations professionals to amplify her message.
Brands are built on trust ,which is built on consistency.
Here’s the truth: people forget what they don’t see frequently.
If you’re a small business owner or startup creator, don’t disappear from your audience for months only to resurface and expect attention. Be present. BE PREDICTABLE. Be persistent.
This is not to say that you should exert yourself every day. Instead:
- Create content in batches.
- Schedule it across platforms.
- Show up in ways that reflect your values.
Brand visibility is a marathon, not a sprint. And yes, the algorithm favors those who keep showing up.
- Use scheduling tools.
- Automate what you can.
- Repurpose content across platforms.
Just make sure your brand voice and visuals stay aligned.
Connection: Speak to Hearts, Not Just Heads
Caroline refers to the final key achieving relevancy as her “Top Secret.” People not only saw her brand, but also felt it.
In her newsletters, she discussed self-love and identity. On Instagram, she featured genuine customers wearing her collections. She presented stories that made the audience feel like they were a part of her journey.
This is where many brands fall short. They try to sound polished but fail to be genuine. Whether you’re a corporate executive brand or a tech startup pitching your product, if you don’t make people feel something, they will forget you. Connection is about more than conversions; it’s about community. We buy from brands with which we identify. We return to brands that understand us.
Storytelling, empathy, morals, behind-the-scenes, and humor are the keys to unlocking hearts.
Ask yourself:
- What story am I telling?
- How does my audience fit into it?
- Am I speaking to them or at them?
Brands that stay relevant for 10+ years are the ones that understand emotions drive decisions.
Making It Practical for Your Brand
Now let’s bring this home with a few actionable ideas:
If you’re a fashion brand:
- Share the journey of your fabrics or designs.
- Post testimonials with real customer faces.
- Be the face behind the brand—it creates trust.
If you’re a Personal Brand or Coach:
- Use video to speak directly to your audience.
- Write content that answers their pain points.
- Don’t be afraid to share your journey—it inspires
If you’re a CEO or corporate leader:
- Publish on LinkedIn regularly.
- Talk about leadership, lessons, and real experiences.
- Stay visible with your mission and social impact.
If you’re a tech startup:
- Be relatable: humanize your product.
- Share your startup story.
- Create behind-the-scenes content to show your team and your ‘why.’
If you need PR help:
- Collaborate with experts to get media placements.
- Use storytelling to create press-worthy narratives.
- Get your voice in industry conversations.
Conclusion
Whether you’re building a fashion brand like Caroline, launching a new app, or growing your personal brand as a CEO or speaker—the strategy doesn’t change.
To stay relevant:
- Find clarity in your message.
- Stay consistent in how and where you show up.
- Build connections by speaking to the heart.
Relevance isn’t about being everywhere once—it’s about being the right thing consistently over time. People will forget what you said, but they will never forget how your brand made them feel.
So here’s my question for you:
Which of the three C’s is your brand currently missing, and how are you planning to fix it?
Drop a comment below. I’d love to hear your story and help you shape a brand that lasts.
GET TO KNOW ABOUT US;
PRIMEE88 CONCEPTS is a public relations and brand storytelling firm dedicated to helping individuals, brands, and organizations build strong identities, and create lasting impressions We specialize in shaping powerful stories, positioning brands for visibility, and creating media strategies that connect deeply ,elevate your voice and put your brand at the top. Your story deserves to be seen, heard and remembered.
