Nigerian Business Owners Urged to Build Trust Beyond Logos, Colours

 



By Abdulmumeen Busari


ABEOKUTA — Business owners in Nigeria have been encouraged to focus on delivering value, building trust, and providing excellent customer experiences rather than relying solely on attractive logos and colour schemes to build successful brands.

The advice was given by the Chief Executive Officer of BrandKemistry Limited, Mr. Adeleke Akanbi, during a lecture titled "Brand Building and Management: Beyond Logos and Colours" at Crescent University, Abeokuta.

The lecture formed part of the Mass Communication Students' Association's academic engagement programme, designed to expose students to current industry practices.

Speaking to students and lecturers, Mr Akanbi explained that while logos and visual identity help with brand recognition, they do not define a brand. 


According to him, a strong brand is built by consistently fulfilling promises and creating positive customer experiences.

Using GTBank as an example, he noted that the bank's success is driven by quality service, innovation, and customer satisfaction rather than its signature orange colour. 

He added that customers remain loyal because organisations consistently meet their expectations.

Mr Akanbi described a brand as the reputation people build around a business through personal experience and public perception, stressing that what customers say about a company carries more weight than what the company says about itself.

He identified consistency, trust, emotional connection, storytelling, and excellent customer service as the pillars of effective brand management. 


Citing brands such as Indomie, Jumia, Glo, and Gala, Mr Akanbi said their lasting success comes from consistently delivering value and memorable customer experiences.

The branding expert also emphasised that every interaction between an organisation and its customers shapes public perception, urging business owners and aspiring communication professionals to prioritise credibility, reliability, and customer satisfaction over visual appeal.

Earlier, the Staff Adviser of the Mass Communication Students' Association, Mr. Kehinde Adekunjo, commended the guest speaker for delivering an insightful lecture.

 Mr Adekunjo said such programmes provide students with practical knowledge of contemporary branding while strengthening the connection between the classroom and the industry. 


He added that the Department of Mass Communication at Crescent University regularly organises seminars and lectures featuring industry experts to prepare students for future professional challenges.

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