Bradmarke | Branding, Advertising, and Marketing Solutions

Edit Content

Headquarter

Bradmarke Interactive, G.R.A, No. 60 Isaac John St, Ikeja GRA, Ikeja 101233, Lagos, Nigeria.

Bradmarke Interactive, No. 39 Ikot Ekpene Rd, Opposite Chicken Republic, Uyo, Akwa Ibom State, Nigeria.

Your Brand Is Boring

(And It’s Your Fault)

A brutally honest look at why most brands fail to excite and how to break the monotony.

Let me gist you one story.

December 2021, I spent the holidays in Lagos. If you know Nigeria, you know December is peak “show yourself” season. Owambe, eh? By the way, owambe means lavish, extravagant parties that are wildly popular among the Yorubas in southwest Nigeria. Is that a thing where you’re from?

Everyone is out to impress—new cars, fresh agbada, and asoebi (coordinated fabrics for celebrating and looking stylish) styles everywhere. It’s officially “pepper dem” season. But there was this one cousin of mine (let’s call him Ekong) who came home without all the flash but stole the show. Why? His vibe was different—he wasn’t trying to blend in; he owned his lane. He was bold, unique, and, most importantly, memorable.

It got me thinking: why are some people (and brands) unforgettable while others just…exist?

Here’s the bitter truth: boring brands are boring because they choose to be. And no, it’s not the market or your customers’ fault—it’s on you. If your brand feels flat or forgettable, it’s time to stop pointing fingers and start taking charge.

Let’s talk about why your brand might be dull—and how to fix it.

1. You’re Trying to Please Everyone

In Nigeria, there’s a saying: “If you chase two rats, you no go catch even one.” That’s what happens when your brand tries to appeal to everyone. Your messaging becomes so generic that it doesn’t hit home with anyone.

Think about it: when was the last time you were moved by something vague? Exactly.

Fix It:
Stop being everything to everyone. Define your niche and pour all your energy into serving that audience. Own your voice. Own your space. Na your lane, no look another person own.

2. Your Story Dey Dry Like Harmattan (Your Story Is Easily Forgettable)

You know how Nigerians love a good gist? That’s because stories connect us. But if your brand story is as bland as unseasoned jollof, who’s going to vibe with that?

People don’t just buy products; they buy feelings, memories, and stories. If your brand doesn’t have a compelling narrative, it won’t stick.

Fix It:
Why did you start? What problem do you solve? Why should anyone care? Answer these questions, but don’t sound like a robot. Add personality. Make it spicy.

3. You’re Playing Too Safe

There’s this pidgin phrase: “Na who no take risk no dey drink champagne.” Translation? Playing it safe won’t get you noticed. Great brands take bold steps—even if it means turning a few heads or ruffling some feathers.

Fix It:
Experiment with your visuals, voice, and campaigns. Play around. Not every risk will pay off, but the ones that do? They’ll make you unforgettable.

4. Your Visuals Look Like They’re Stuck in NEPA Days, 2010!

Let me ask: when last did you update your branding? If your colors, logo, and website are looking like something from 2010, we’ve got a problem.

People are visual creatures. If your design is dull or outdated, they’ll bounce faster than light when NEPA strikes.

Fix It:
Invest in fresh, modern designs that align with your brand’s vibe. Don’t just copy what’s trending; find what makes your brand unique and bring that to life visually. For the meaning of NEPA, if you know, you know. My fellow Nigerians, should we tell them? Lol.

5. Your Messaging Na Snooze Fest (Your Messaging Has No Personality)

You know that one uncle who’s always talking but never really saying anything? That’s what your brand sounds like when your messaging lacks personality.

Nobody wants to engage with boring captions, lifeless emails, or generic ads.

Fix It:
Write like you talk. Be witty, bold, or even a little cheeky—just be human. Let your audience feel like they’re interacting with a person, not a faceless corporation.

6. You Dey Copy the Competition (You’re Copying the Competition)

Let’s be honest: imitation might be flattery, but in branding, it’s a disaster. If your brand is a carbon copy of your competitors, what makes you special?

Fix It:
Audit your competitors, but don’t stop there. Find the gaps they’re missing and fill them. Be the brand that stands out, not the one that blends in.