2. Hi! I am Cunlay,
Digital Creative Lead & Co-Founder at
Forty Three & Seven.
Over the last couple of years, my life-long
curiosity has found me in the intersection of
People, Design,Tech, Culture & Brands.
I shape perception for brands and
individuals; leveraging on digital
technology as a medium for businesses
find meaning and meet set goals.

3. Perception is always stronger than Reality

4. Perception vs Reality
The perception around an entity determines to a great extent if the reality will be
considered and by extension experienced.
Therefore, an entity with a great reality but poor perception may never be able to
share that reality with its audience.

5. WHATTO EXPECT
• The Brand Mystery
• DefiningYour Brand
• Understanding Digital
• Framework for engagement on Digital
• Essentials

6. THE BRAND MYSTERY
A lot of times, people confuse a whole lot of other elements for a brand.
A logo is not a brand. A logo is a physical representation/mark for a
brand.
A brand is ethereal. Somewhat invisible, yet felt and reflected in tangible proportions.
A brand is a promise….
made and fulfilled!

7. DEFININGYOUR BRAND
Defining your brand is the first step to your start-up’s success.
In defining your brand you need to understand that your brand is what people perceive
you/your business as.
You can define your brand running it through the following tools:
• The Censydiam Map
• The Brand Essence Matrix
• And the MVB Canvas.

8. DEFININGYOUR BRAND
The Censydiam Map
The Censydiam map is built around the human
motivators (emotions) that shapes brand
perception.
The emotion your brand generates must fall within
this categories of emotions along the personal and
social dimensions.
Personal dimensions: “how I feel within”
Social dimensions: “how I feel around
other people”

9. DEFININGYOUR BRAND
Finding your Brand
Essence
Your Brand Essence drives the
tone, and posture of your brand.
It’s a mix of at least 3 of the 6
outlined elements.
Brand
Essence
Personalit
y
Style
& Culture
Points of
Difference
Emotional
Benefits
Social
Identity
Functional
Benefits

10. DEFININGYOUR BRAND
The MVB Canvas
This is the go-to tool for developing start-up
brands.
It takes a lean approach to brand building
and is guided by the principle that focus is
essential for new product viability.
A brand should be positioned in a specific
way to a specific target customer.

11. UNDERSTANDING DIGITAL
The word “digital” has been bandied about for quite some time now, yet most brands still don’t
get it.
Digital isn’t just about platforms, it’s the greatest opportunity to build humanized brands,
compete better for the ever reducing target audience attention, and rapidly scale your business
growth.
At the heart of digital is content.
Digital is a mindset….
built around speed and scale!

12. Digital is not just about numbers and codes
and tech stuff…

13. Digital is about people, and inter-
connectedness.

14. FRAMEWORK FOR ENGAGEMENT ON DIGITAL
ContentContext
Everything is linked
across platforms.
Content interplays across
each platforms as drivers of
engagement.
STORIES
VIDEOS
LIFESTYLE
CRM
SEO/SEM

15. FRAMEWORK FOR ENGAGEMENT ON DIGITAL
Utilising Channels
On Facebook, bring the brand alive with contextually
relevant storytelling, creating content built around
themes of interest to your consumers/audience.
3 Key Actions:
Create a Facebook Page Publish Content Regularly
Create a mix between
posts promotion and timing

16. FRAMEWORK FOR ENGAGEMENT ON DIGITAL
Utilising Channels
On Twitter, leverage on topical trends, start conversations,
provide tips and exploit twitter as an agile Customer
Relationship Management platform.
3 Key Actions:
Create aTwitter Account Publish Content Regularly Respond to mentions quickly

17. FRAMEWORK FOR ENGAGEMENT ON DIGITAL
Utilising Channels
3 Key Actions:
Create a Instagram Account Create an aspirational
gallery
Repost content from
top opinion shapers
in your category.
Instagram has grown into Nigeria’s home of “the cool”, a hub
for pop culture and buzz-worthy lifestyle inspiration.
and cues as everyday living possibilities for the consumers to
adopt

18. FRAMEWORK FOR ENGAGEMENT ON DIGITAL
Utilising Channels
3 Key Actions:
Create aYouTube Profile Publish Content Regularly Embed video on your
website and other social
assets
As video continues to grow in terms of shared content and
user engagement, your brand could tap into this trend by
creating a consumer focused YouTube channel.

19. FRAMEWORK FOR ENGAGEMENT ON DIGITAL
Utilising Channels
3 Key Actions:
Create a Google+ Profile Publish Content Regularly Use relevant keywords
inTitles and Body
An active Google+ page, linked to your other social media
platforms is an active content led digital asset along with
your website… This will improve brand visibility in search
and the amount of inbound traffic/leads to your website.

20. ESSENTIALS
Minimum Viable Brands = Minimum Viable Products
Your Digital Footprints Matter
Only You can Tell your Story.