Lagos, Nigeria · Brand Strategist · Index
Most brands are
well-designed.
Few are felt.
I work on the second kind. I am a brand strategist in Lagos, Nigeria building emotional brand foundations for fintech, creator economy, foodtech, hospitality, fashion, and lifestyle companies — built to connect before they convert. Seven years in, taking on a small number of clients and roles a year.
Currently open to senior in-house roles & new client briefs
About the work
Strategy that begins where feeling lives — and ends where revenue does.
I am a Lagos-based brand strategist with seven years of work across consumer and B2B brands in Nigeria and beyond. My practice sits at the intersection of emotional positioning and operational clarity, what a brand stands for and how it shows up consistently across every channel a customer touches.
Most of my brand strategy work has been with experience-led companies, the brands where taste, voice, and rhythm decide whether someone stays. Hospitality brands in Lagos. Fintech companies trying to build trust in a skeptical market. Creator economy platforms competing for attention. Fashion and lifestyle businesses where the product is partly the feeling. Foodtech startups building new consumer habits.
I built proprietary frameworks including The Local Grid, The Emotional Estate, and The Clarity Architecture. I write essays on brand strategy and the psychology of buying. If you are a founder in Nigeria looking for a brand strategist who will build from strategy first and aesthetics second, this is the work.
Selected Work
001
Creator Economy · Brand Foundation
Trykolabo
Brand strategy and positioning for a pre-launch creator economy platform in Nigeria. Closed the gap between what the product was and how it presented itself before the first user saw it.
Brand Foundation · 2026
002
Edtech · Founder Content Campaign
Hardé Business School
Ghostwritten founder content campaign for a Nigerian edtech brand. Translated years of building into a flagship essay that moved people and opened new professional relationships.
Content Campaign · 2026
003
Skincare · DTC
Ivy Skin
Repositioned a Nigerian skincare brand around emotional benefit and rebuilt the social-first content strategy from the ground up.
+360% audience growth · 2× sales
Frameworks & Ownable IP
Framework No. 01
The Local Grid
A neighbourhood partnership system for hospitality brands in Lagos and beyond. Location is the strongest unfair advantage most hospitality brands own and most do not use it.
Framework No. 02
The Emotional Estate
A brand positioning approach for experience brands. Feeling is not a layer added at the end of the brand strategy process. It is the substrate the brand is built on.
Framework No. 03
The Clarity Architecture
A five-phase brand foundation methodology built for founders who need the brand to speak for itself. Surface, Separate, Define, Build, Release.
Things I Make
Digital Product · Strategy Guide
The Brand Strategist's Blueprint
The playbook I built across seven years of brand strategy client work in Nigeria. Used by independent brand strategists, agency teams, and in-house brand leads.
View in shop →Digital Product · Creator Guide
The Paid Creator Kit
A guide for Nigerian creators and beyond who are ready to monetise their platforms through brand partnerships. Pitch, price, and package your influence.
View in shop →Writing
Essays on brand strategy, emotional positioning, and the psychology of buying in the Nigerian and African market. Long-form on Medium and Substack. Shorter strategy threads on X.
From the blog
Essays targeting the exact questions founders are searching for answers to. Brand strategy, positioning, and what actually moves people in the Nigerian market.
If the work fits, let's talk.
For Companies
Brand strategy briefs & retainers
Brand strategy, content direction, social media management, and campaign direction for experience-led companies in Lagos, Nigeria, and globally.
View services →For Founders
1:1 brand strategy consultation
One-hour sessions for founders who need a brand strategist's read on positioning, messaging, voice, or content strategy.
Book a session →For Hiring Teams
Senior brand strategy roles
Open to brand and content leadership roles in Lagos and remote-friendly teams. CV on request.
lamideagusto@gmail.com