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Emmanuel Attah, Victoria Island, Lagos (2025)

16/09/2025

GlassMorphism and Why it Works in Design. Brand Identity Series 8:

Glassmorphism is a visual design style that utilizes different levels of translucency to create depth and contrast between foreground and background elements, mimicking the appearance of frosted glass. It has gained popularity since 2020 and is prominent in Apple and Microsoft’s design systems.

For businesses, glassmorphism works particularly well for tech-related services, beauty brands, and lifestyle businesses. Imagine a skincare product showcase with a frosted glass overlay containing your key message, or a fintech app promotion with translucent cards floating over a colorful background.

The design style creates sophistication while allowing your brand colors to shine through beautifully.

A youth-centred church could also use glassmorphism to communicate sophistication, techy, and modern vibes to its target youth audience

The key to using glassmorphism effectively is subtlety. Use it for card-style layouts, overlays for text, or as background elements. Make sure your text remains readable (dark text on light glass or vice versa) and don’t overuse the effect—one or two glass elements per design.

This style signals that your brand is modern and tech-forward, perfect for Nigerian businesses targeting younger, urban audiences.
Coach Attah
Brand & Business Manager

15/09/2025

Last week I watched a very beautiful scintillating series on Netflix titled PINE GAP. It’s a spy drama that talks about the collaboration between Australian intelligence agencies and American intelligence.

Unfortunately the season 2 was cancelled for political reasons. It is said that some south East Asian countries like the Philippines and Myanmar filed a complaint against netflix because this drama shows maps of the South China Sea which is till today a disputed region of the world that china lays total claim to.

Seriously has some hidden treasures that if you dont look well you’ll never see those types of movies.

10/09/2025

So Apple has once again done what they know how to do best which is project their products as a means to support classism.

So this new iPhone 17 design will be a differentiator between the haves and have nots cos if you’re using the iPhones with the 2-3 cameras systems like iPhone 12-16, you’re clearly the have nots and those that buy the iPhone 17 which is quite different from the previous models in design will see themselves as the elite.

That’s basically Apple’s brand and marketing strategy specifically for the iPhones. So anyone you see holding iPhone 17 Pro within the next 3-6 months has spent about N3m+ to get it meaning they get money and you don’t.

06/09/2025

Minimalism and Why it Works in Design: Brand Identity Series 7

Minimalism simply means less. In recent times, minimalist graphic design is catching up fast in Nigeria. Its a design approach that can make your business stand out in today’s cluttered social media environment.

When your audience is bombarded with busy, text-heavy flyers advertising everything from ‘Big Promo’ to ‘Mega Sales,’ clean, minimal designs become a refreshing break that actually makes people stop when scrolling.

Think about it: most people want to cram as much information as possible into one design. But minimalism focuses on one key message with plenty of white space, simple typography, and minimal use of color.

This approach works particularly well for professional services, tech startups, and premium brands. A simple ‘Save 20% This Weekend’ with simple but elegant typography against a clean background often gets more attention than a busy flyer with multiple offers and flashy visual effects.

The secret is knowing what to remove from your design, not what to add.

Start with your most important message, use lots of white space, limit your colors to 2, and choose simple, readable fonts. This approach signals sophistication and makes your brand feel neat and premium.

This is crucial for businesses trying to elevate their perceived value in the market.
Coach Attah
Brand & Business Manager

02/09/2025

Brand Identity Doesn’t Require Big Budgets - Brand Identity Series 6.

Many Nigerian entrepreneurs delay working on their brand identity because they think it requires expensive graphic designers, complex logo systems, and elaborate brand guidelines - yes, you can go all out if you want to.

However, effective brand identity begins with asking simple questions about your business that guide the choices you make when crafting your brand identity.

The truth is, being different but consistent matters more than perfection. A simple, consistent brand identity will serve you better than an elaborate but inconsistent approach.

GTBank’s orange and white. First Bank’s blue and white. Glo’s green. These aren’t complex—they’re strategic, simple, and consistently applied across all their business touchpoints.

But as I said, knowing the right questions to ask yourself as a business owner and being able to answer those questions honestly is what will help you build a brand identity cheaply without needing to pay people like me to do it for you.

Questions like:
- What color do I use?
- What type of logo will make me stand out?
- What visual principles should guide my graphic designs?
will be automatically answered once you strip the essence of your business down to the basics.

I have put together a brand management workbook and a 30-day brand building guide - it’s a simple 13-page document that will ask you foundational questions about your business and a space to write down your answers.

I’ve called it MY BRAND WORKBOOK - Build Your Brand in 30 Days.

Check the link 🔗 in bio to download yours right away.
Coach Attah
Business & Brand Consultant

26/08/2025

How to Write Like You Talk. Brand Identity Series 5: The Natural Voice Technique

As I was wrapping up the cohort 2.0 of my Brand Management mentorship program yesterday, I told my mentees that writing is a foundational skill of a brand manager and even though Ai can do their writing for them, I encouraged them to do their writing by themselves and not depend solely on Ai.

Ai writing is everywhere now - both on social media, on company blogs, on platforms like and and a lot of platforms are cracking down big time on AI-generated content.

The best Ai can give you (except maybe you are very very good at prompting which in turn means you’re already a good communicator) is “corporate mode” writing, and this doesn’t cut it for the majority of African audiences

I talked about brand voice in my previous post but let me go a bit deeper here and talk about the Natural Voice Writing Technique.

This technique is particularly useful for personal brands and solopreneurs who communicate directly with their customers online
Here’s how it works: Record yourself explaining your business to a friend. Talk naturally about your product, service, or announcement as if you’re telling someone you know.

Then transcribe that audio—either manually or using a voice-to-text app. Finally, edit for clarity, not formality. Clean up repetition and clarify points, but maintain the natural flow and conversational elements.

This technique helps you capture your authentic voice rather than falling into generic business talk that many other people are using because we’re all using the same Ai to write.

Your brand voice should sound like you at your best—informed, helpful, and genuinely interested in solving your customers’ problems.

Nigerian consumers connect with authenticity, so let your real personality shine through your brand communications.
Coach Attah
Business, Brand & Finance Coach

22/08/2025

Why Your Brand Voice Matters More Than You Think. Brand Identity Series 4:

In Nigeria’s crowded marketplace, your brand voice might be your strongest differentiator. While competitors can copy your products or services - and they will, but they can’t replicate your authentic voice.

Brand voice is the unique personality behind the tone and style you use to communicate with your audience, which makes customers feel something when they come into contact with your brand, whether on social media, your website, your product packaging, or in person at your office.

Your brand voice goes beyond good grammar or professional language. It’s about the attitude behind your words, the personality traits you express, and the emotional connection you create when you communicate as a business.

Think about how Chicken Republic’s playful, colloquial voice connects with young urban Nigerians, or how Access Bank balances professionalism with approachability in their communications. These aren’t accidents—they’re strategic choices that reinforce brand positioning.

The best part about developing your brand voice? It doesn’t require a big budget or special tools. It requires clarity about your brand and the audience you are communicating with.

Your voice should feel authentic to both you and your audience—if it feels like wearing uncomfortable clothing, something needs adjusting.
Coach Attah
Business, Brand & Finance Coach

18/08/2025

Font Psychology - Brand Identity Series 3: What Your Typography Says About Your Business

The fonts you choose for your brand carry as much psychological weight as your colors - (Series 1&2 was about colors). Colors can make your brand feel traditional or modern, serious or playful, exclusive or accessible. Yet many Nigerian businesses choose fonts randomly or stick with default options, missing a crucial opportunity to reinforce their brand personality.

Consider the difference: A Lagos law firm using a playful script font sends the wrong message about their seriousness and authority. But a children’s clothing brand using that same script font might perfectly capture their warm, personal approach.

The key is matching your font choice to your brand’s character and your audience’s expectations.

For Nigerian businesses, I recommend a simple two-font strategy: one distinctive font for headlines that can carry personality, and one highly readable font for body text.

For example, pair Montserrat Bold (confident and modern) with Open Sans (clean and readable).

This creates visual hierarchy while maintaining simplicity—exactly what your brand needs to communicate clearly in our busy marketplace..........
Coach Attah
Business, Brand & Finance Coach

14/08/2025

The 2-Color Rule for Business Owners. Brand Identity Series 2:

Here’s a branding truth that will save you time and money:

Most iconic Nigerian brands consistently use just 2-3 colors. Yet many entrepreneurs think they need elaborate colors to stand out. The opposite is true—simplicity creates stronger brand recognition.

Think about it: GTBank’s orange and white. First Bank’s blue and white. UBA’s red and white. These simple color palettes are instantly recognizable and work across all brand touchpoints—from bank branches to mobile apps to outdoor advertising. When you limit your color selection as a business, you force consistency, and consistency builds brand recognition faster than complexity ever will.

My recommendation for Nigerian businesses: Choose one primary color that represents your brand’s main personality trait, add one complementary color for contrast, and use neutrals (black, white, gray) for balance. This approach works whether you’re a tech startup in Lagos or a fashion brand in Kano. Focus on consistent application rather than elaborate combinations...........
Coach Attah
Business, Brand & Finance Coach

13/08/2025

Color Psychology For Nigerian Brands - Brand Identity Series 1:

Many Nigerian entrepreneurs underestimate the power of color in building their brand identity. Colors aren’t just aesthetic choices—they’re psychological triggers that evoke emotions, cultural associations, and memories without saying a single word. In the Nigerian context, color selection requires balancing universal color psychology with local cultural meanings.

Take green, for instance. Universally, green represents growth, health, and prosperity. But in Nigeria, green carries additional weight—it’s our national color, strongly associated with agriculture and national identity. That’s why brands like Glo use green to connect with Nigerian identity while suggesting growth and prosperity. Similarly, MTN’s yellow doesn’t just represent optimism universally; it resonates with Nigerians’ association of yellow with wealth and celebration.

The key is choosing colors that align with both your brand’s personality and your audience’s cultural context. Are you building trust? Blue works universally and is seen as professional in Nigeria. Are you about energy and tradition? Red carries both meanings effectively. Remember: your color choice should feel authentic to your brand story, not just trendy.
Coach Attah
Brand, Business, Finance

31/05/2025

Understanding your target market is one of the key foundations of business success. Not knowing who you are serving makes it difficult to even communicate effectively with them.

It’s therefore worth the time spent to understand your target market before even launching a marketing campaign for your business.
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17/05/2025

When most Nigerians hear the word "brand," they immediately think of logos, colors, and perhaps a catchy slogan. The GTBank orange square. The distinctive Globacom green. The unmistakable Coca-Cola red and flowing logo. But a brand is far more than these visual elements.

A brand is the total EXPERIENCE people have with your business, product, or personal identity. It's every feeling, thought, and association that comes to mind when someone encounters or even thinks about what you offer to the world. Simply put, your brand is your reputation—it's what people say about you when you're not in the room.

Consider this: When someone mentions Piggyvest, what immediately comes to mind? Perhaps words like "savings," "financial discipline," or "youth-oriented." When someone mentions Dangote, you might think "wealth, influence, and industrial power." These associations weren't created by logos alone—they emerged from countless interactions, stories, and experiences people have had with these entities.

In the next couple of posts, i'll be talking more on how to achieve this with your business..........
Coach Attah
Business | Brand | Finance
For business development, brand/growth strategy DM here / WhatsApp me +234 706 917 5399 / 📧 [email protected]

Emmanuel Attah

16/09/2025

15/09/2025

10/09/2025

06/09/2025

02/09/2025

26/08/2025

22/08/2025

18/08/2025

14/08/2025

13/08/2025

31/05/2025

17/05/2025

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