If you are struggling to sell your brand – whether it is your personal brand, corporate brand or a product, you need to understand BRAND INDOCTRINATION.
Running Facebook ads, paying influencers etc will only create Brand Awareness but will never create that deep emotional connection that turn strangers to lifelong patrons of your brand.
This is where Brand Indoctrination comes in…
This is the strategy I’ve used to not only market my personal brand but also cultivate the EVOLVE CAMP COMMUNITY.
Understanding Brand Indoctrination…
Brand indoctrination involves instilling a set of beliefs, values, and narratives into the minds of consumers, aligning them closely with your brand’s identity. It’s about creating a compelling brand story that customers don’t just buy into but become a part of. This goes beyond mere brand recognition; it’s about fostering a shared ideology that encourages customers to adopt the brand as a part of their own identity.
The foundation of brand indoctrination is a strong, relatable story. Yesterday, I shared a powerful brand narrative of Gemsbok Group’s Aviation Journey. That story highlighted our origins, mission, and the solutions we can provide. Yusuf Adekunle saw that post and started mobilising 250 people to contribute 1 million each to raise 250 Million Naira to start a flying school. If I see his seriousness and those who responded, I may consider working for them and helping them actualise their dream. But remember, just like Evolve Conference, Big Brain Naija etc, this too started by a simple Post but this time, it’s a Brand Narrative. Those who responded subconsciously requested that I coordinate the project and they would invest in it. I smiled because that’s the power of Brand Indoctrination.
I have built a brand that’s based on ONE MAJOR DOCTRINE – Charles Awuzie Doesn’t ‘Eat’ People’s Money.
Even if I die broke after managing multibillion Naira projects, I am okay. I can use that multibillion project as a reference tomorrow for another project that will pay me more.
I would rather point to a big multibillion project and say “I made this happen” and I wouldn’t feel bad if I didn’t get Billions from the project myself.
I learnt this character from my father – yea, financial behaviours can be genetic. My dad managed the World Bank Funds for the electrification of my village. I was a University student then.
He would have millions of Naira in cash at home for the project (I still don’t understand why that generation kept cash in large sums), but I would go back to school with 5,000 Naira as pocket money.
My father mastered the act of saying “I don’t have money. Other People’s Money is Not my money. My school’s money is not my money.” And he can watch you suffer without taking out a kobo from other people’s money to help you.
He may not be rich like those who embezzled money but in that village, his name is honoured. I inherited his integrity – I’m not sure if I also inherited his Polygamy 😜. Something must kill a man. (That was a joke).
Back to the topic – I have stuck to my business doctrine of – DO NOT LIVE BIG ON OTHER PEOPLE’S MONEY. It is my doctrine. And I indoctrinate everyone around me with the same doctrine.
Note: To successfully apply Brand Indoctrination as a brand strategy, you must have a personal set of beliefs, values and principles which you vow never to break. Those are your business DOCTRINES – just like religious doctrines, you must have a deep conviction about your business doctrines to such an extent that even without saying them verbally, people around you can pick them up. If you are around me or have worked on a project with me, you will surely know that I am extremely careful about Investors Funds. In fact, I have a code name for investors funds – Arusi. Arusi is an Idol, a god sort of. You must carry it with extreme carefulness. That’s my personal business doctrine about investors fund. I’m indoctrinated with these values and I indoctrinate those around me too.
Secondly, create a community Around Your Brand…
In fact, most of my clients today are people who now want to tap into my communities/network. They know that paying Gemsbok Group to build Applications for them or for an executive corporate training for their teams comes with more than just the services – it comes with tapping into a global network of technologists.
Yes, building a community fosters a sense of belonging among clients/customers. I utilize social media and events to bring our users, community members and holders of Transhuman Coin together, encouraging them to ask questions, share their experiences and ideas. This is why conferences, summits etc are important for any brand that desires brand loyalty and a fair market share.
Brand indoctrination is more than a marketing tactic; it’s a long-term strategy for building a devoted customer base that shares and promotes our brand values. By crafting a compelling narrative, establishing clear values, fostering a community, maintaining consistent messaging, and empowering our loyal client base, I have successfully leveraged brand indoctrination to elevate my brand in a crowded marketplace.
Embracing this approach requires authenticity and a genuine commitment to the ideals you promote. When done correctly, it will not only boost sales but it will also create a meaningful connection within your ecosystem that can withstand market fluctuations. Transhuman Coin would have collapsed over the past years due to crypto market crashes – thanks to a community indoctrinated with the ideal of transhumanism.
My name is Charles Awuzie and I evolved from a religiously indoctrinated person to a business man who sells his brands through indoctrination. Learn from me.
