“Does turning my business into a brand mean I need to be the next Nike?”
The truth is that, building a brand has nothing to do with being as famous as Nike, Adidas, or Apple.
A brand is simply when people choose you, not because you're the cheapest, but because of how you make them feel, your reputation, and what you're known for.
Let me break this down from what I've learned managing multiple agencies and helping dozens of clients make this transformation.
What's a Business vs. What's a Brand?
A Business Is:
- A system that exchanges value for money
- Focused on transactions
- Solves problems for customers
- Measured by revenue and profit
- Example: “We build websites for restaurants”
A Brand Is:
- A promise consistently delivered
- Focused on relationships
- Creates emotional connections
- Measured by trust and loyalty
- Example: “We help restaurants become the place people can't stop talking about”
The Real Difference (From My Experience)
Businesses compete on features and price. When I first started, I was just “another WordPress developer.” Clients would say: “The other guy charges 1,000 less.”
Brands compete on identity and values. Now clients say: “We want to work with you because of how you think about our business.”
Does Every Brand Need to Be Nike-Level Famous?
This is a big misconception about branding.
You don't need global recognition to be a powerful brand.
Nike, Amazon, Apple—these aren't successful because they're famous. They're famous because they consistently deliver on their brand promise. Fame is the result, not the requirement.
The real question isn't “How do I become as big as Nike or Amazon?”
It's “How do I become the obvious choice for my specific audience?”
Working with everyone from local Nigerian startups to US clients, I've seen different types of successful brands:
The Local Authority Brand
- Example: The go-to web development agency in Lagos
- Known by everyone in their specific market
- Clients seek them out specifically
The Niche Expert Brand
- Example: The WordPress agency that only does event platforms
- Small audience, but they're THE name in that space
- Can charge premium because they're specialists
The Personal Brand
- Example: The agency owner who's known for their approach
- People hire the company because of the leader
- Built on trust and expertise, not mass recognition
The Client's Brand
- Example: The restaurant that becomes THE place for vegan meals
- Known in their community for a specific experience
- Doesn't need national recognition to be successful
The Nike Trap (Why Most Get This Wrong)
People think branding means:
- Massive advertising budgets
- Celebrity endorsements
- Being known globally
- Having a swoosh-level logo
Reality check: Nike's brand isn't about being famous. It's about consistently delivering on “Just Do It” – the promise that their products help you achieve your athletic goals.
The same principle applies whether you're serving 10 clients or 10 million.
What “Turning Business into Brand” Actually Means
From my work with 50+ clients, here's what the transformation looks like:
Before (Business Mode):
- Client: “How much for a website?”
- You: “Starting at $5,000”
- Client: “The other guy charges $3,000”
After (Brand Mode):
- Client: “We need our online presence to drive real results”
- You: “Let's talk about what success looks like for your business”
- Client: “When can we start?”
Brand Recognition: It's Not About Size
Think about the brands you choose in your daily life:
Local brands you trust:
- The barber everyone recommends
- The restaurant you drive across town for
- The mechanic your family has used for years
Niche brands you seek out:
- The photographer who specializes in exactly your style
- The agency known for your specific industry
- The consultant everyone in your field knows
Personal brands you follow:
- The business owner whose approach you respect
- The expert whose opinion you value
- The leader whose style you want to emulate
None of these need global recognition to be powerful brands in their space.
The Brand Test (How to Know You're There)
Business Stage:
- “We need to find more clients”
- Competing on price
- Clients treat you as commodity
Brand Stage:
- “We need to manage our client waitlist”
- Clients choose you despite higher prices
- Clients become advocates
Your Next Steps
- Define your promise – What do you consistently deliver that others don't?
- Identify your audience – Who specifically benefits from your unique approach?
- Deliver consistently – Every interaction should reinforce your promise
- Document and share – Let people see how you think and work
The Bottom Line
Building a brand isn't about becoming Nike, Adidas, or any global giant.
It's about becoming the obvious choice for your specific audience.
You can be a small business and still be a powerful brand.
The local restaurant that people drive 30 minutes to visit? That's a brand.
The freelance designer that clients wait months to work with? That's a brand.
The small agency that charges 3x their competitors and still has a waitlist? That's a brand.
Size doesn't matter. What matters is being memorable for the right reasons.
When someone in your market has your type of problem, they should think of you first, not because you're the cheapest, but because you're the best choice for them.
That's brand power.
And you don't need a billion-dollar budget or global recognition to get there.
You just need to be known for something that matters to the people you serve.
