Personal branding with Bernard Kelvin CLIVE: the five essentials we must not ignore

Why do so many small businesses die within their first two years? It’s not usually because they lack passion, and it’s certainly not because they lack a logo. It is because they want the “blow”—the viral fame and the instant sales—without the build.

Last week at the Digital Marketers Conference, I sat on a panel discussing SME growth, marketing, and branding. As we shared insights, the problem became glaringly obvious: everyone is looking for the “magic trick” to grow fast, but they are ignoring the foundation.

And as any builder will tell you: without the foundation, the building won’t stand.

You cannot put a heavy marketing roof on a weak branding structure. It will collapse. So, let me break my submission down into five core areas every SME and startup must pay attention to before chasing aggressive marketing. These are the non-negotiables I’ve seen in real life, working with founders and young brands across Africa.

Let me walk you through them.

Trust: The Greatest Currency Today

I said it plainly on the panel: “Trust is the currency for riches in this age.”

If people cannot trust you, you have no business being in business. Your logo won’t save you. Your Instagram ads won’t save you. Your influencers won’t save you.

In a world flooded with fake brands, photocopy products, and social media noise, the brands that win are the ones people can trust with their money and time. And trust doesn’t start big. Trust grows in small circles.

Consider the “Local Waakye Legend”

Think about that one food vendor in your neighborhood who has a queue every morning at 6:00 AM. She doesn’t have a website. She doesn’t run Facebook ads. She doesn’t even have a logo. Why is she successful? Because for five years, her food has tasted exactly the same, her portions are fair, and she has never disappointed her customers.

Compare that to the new “Instagram Restaurant” that opened last month with flashy photos and influencers. Three weeks later, people stopped going because the food arrived cold and the service was rude. The Waakye seller has Trust; the fancy restaurant only had Hype. Hype fades; trust sustains.

If you’re a young entrepreneur or a startup, your first assignment is not visibility—it is credibility. Build trust in your small niches:

• The people who know you
• The early customers
• Your immediate community
• The small pocket of people who use your product

If you can be trusted there, word spreads. Trust multiplies. No amount of marketing can replace character, consistency, and credibility.

Know Your Offering: Understand What You’re Bringing to the Table

Before you run Facebook ads, before you print flyers, before you shout “Buy my product,” pause and ask:

• What exactly am I offering?
• Why does it matter?
• What is my unique angle?
• What makes my product or service different?

Let’s look at this example: The “General” Tailor vs. The Specialist

Consider two fashion entrepreneurs:

• Entrepreneur A says: “I sew clothes for everyone.” (This is weak. You are competing with every tailor in Ghana.)
• Entrepreneur B says: “I make bespoke, iron-free Kaftans for busy corporate executives who travel often and need to look sharp without hassle.”

Do you see the difference? Entrepreneur B is not just selling clothes; they are selling convenience and status. When you are that specific, you don’t chase customers; the right customers chase you.

Most SMEs skip this step. They have a product but cannot articulate the value. Branding begins before you step outside. It starts with clarity.

When you understand your proposition—your value, your quality, your promise—your marketing becomes sharper. Your message becomes stronger. Your differentiation becomes clearer.

This is where your personal brand as the founder comes in too. You, the entrepreneur, are part of the offering. Your values, your story, your credibility influence how your business is perceived. If you understand yourself and your business deeply, the market will understand you easily.

Know Your Audience: Who Exactly Are You Serving?

After knowing your product, the next step is knowing who needs it. Not everyone. Not the whole world. Sometimes your market is a small, neglected group:

• Nursing mothers
• People with disabilities
• Students (at a specific level)
• Freelancers
• Retirees
• A specific neighbourhood or community
• People in a particular profession

Every product has a tribe. You need to find yours. Ask yourself:

• Why do they need my product?
• What are their pain points?
• Why should they leave what they are chasing and chase me instead?
• What is their daily struggle that my product solves?

When you know your audience, your messaging becomes precise. You stop wasting money on wrong audiences. You market with intention, not guesswork.

Your audience defines your marketing channels too. If your people hang out on WhatsApp, that’s where you go. If they gather in churches, schools, or marketplaces, that’s where you go. Small businesses grow faster when they speak directly to the right people, not to the whole world.

 Choose the Right Channels: Go Where Your People Are

Once you know your product and your audience, then you can step out. You can choose marketing platforms that make sense for your size and need.

This is where a number of SMEs get it wrong. They jump onto every platform because others are there. But effective marketing is not about being everywhere—it’s about being visible in the right places.

Online Channels

• Social media
• WhatsApp marketing
• Short videos
• Email newsletters
• E-commerce platforms

Offline Channels

• Community events
• Local gatherings
• Market activations
• Church groups
• Word-of-mouth marketing

When your foundation is right, advertising becomes easier.¹ And cheaper. You stop spraying and start targeting.

Create a Smooth Fulfilment System: Make It Easy for People to Buy

This is the part some SMEs overlook. You advertise, people show interest, and… nothing happens. There must always be a clear next step.

If someone wants your product:

• How do they order it?
• Do they click a link?
• Do they send a message?
• Do they fill a form?
• Do they visit a shop?
• How long will delivery take?
• How do they pay?

Your call to action must be simple and direct: “Order now.” “Click this link.” “Send a message to this number.” “Pay and receive in 24 hours.”

The “DM for Price” Trap

We have all been there. You see a shoe you like on Instagram. You ask, “How much?” The seller replies, “DM for price.” You send a DM. They reply 4 hours later. Then they say, “Send Momo to this number and call me.” You send it. You call, but they don’t pick up. You start panicking.

This is a broken system.

Compare that to a brand that uses a simple Paystack link or a clear WhatsApp catalog. You see the price, you click “Buy,” you enter your location, and you get an automatic SMS confirmation.

Result: The second seller gets the money while the first seller is still replying to DMs.

Don’t make it hard for people to give you their money. A simplified system helps you test your product quickly, collect feedback, and improve fast. SMEs grow rapidly when the buying process is smooth.

Lastly, Branding Starts Within.

I ended my panel conversation with this reminder:

Personal branding is not just packaging or ‘’settings’ o.

Yes, design matters. Aesthetics matter. Visuals matter. But those are not the foundation. True branding starts with:

• Your values
• Your purpose
• Your credibility
• Your consistency

When the inside is right, the outside becomes powerful. When the foundation is true, the packaging is only an extension—not a disguise.

1. Build trust.
2. Know your offering.
3. Know your audience.
4. Choose the right channels.
5. Make buying simple.

These are the pillars that keep a small business growing, steady, and trustworthy. Think about this: in business and in branding, the best is always yours—if you build it right from the inside out.

Remember, I am your Branding and Publishing Consultant.

Bernard Kelvin Clive

is a leading authority on personal branding and digital book publishing in Africa. With over a decade of experience in digital publishing, he has been a trusted consultant for entrepreneurs, pastors, and individuals looking to build their brands and write their books. An Amazon best-selling author with over 50 published, and his expertise has earned him recognition as a sought-after speaker and corporate trainer.

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