From Marketplace to Mandate: The Role of Branding in Nigerian Politics

 

If you’ve ever been to a Nigerian open market, you know the scene: traders shouting at the top of their voices, hawking everything from pepper to phone chargers. Bargaining is loud, chaotic, and dramatic. One trader yells, “Madam, come! Na me get correct price!” Another whispers, “No price am o, I go sell cheaper!” By the end of the day, the buyer is exhausted, not because the goods weren’t available, but because the process of choosing felt overwhelming and sometimes manipulative.

Now imagine the Nigerian political space as that same marketplace. Candidates and parties are traders; voters are the buyers. Every election season, noise rises, promises fly, and “discounts” (in the form of cash handouts or bags of rice) are offered. At the end of it all, many citizens walk away dissatisfied, unsure whether they got value for their “purchase” (their vote).

This is where branding comes in, not as a marketing gimmick, but as a tool for turning chaos into clarity. Branding can transform our politics from a noisy market into a place of meaningful exchange, where leaders are not just shouting promises but embodying trust, values, and long-term vision.

The Nigerian Political Marketplace: What It Looks Like

Nigeria’s democracy has matured in some ways since 1999, but our politics often still feels like trading day. Elections are frequently reduced to:

(i) Patronage networks: voters waiting for “stomach infrastructure.”

(ii) Vote-buying: ₦5,000 notes, foodstuffs, or even clothing distributed for loyalty.

(iii) Ethnic and religious slogans: appeals that divide more than they unite.

A 2019 Afrobarometer survey found that 61% of Nigerians believed politicians “rarely” or “never” keep campaign promises. This explains why elections feel like short-term transactions. People take what they can get immediately because they have little faith in long-term dividends.

This transactional model makes politics look like pure commerce: “I give you my vote, you give me rice.” But the cost is high, it leaves citizens alienated, leaders unaccountable, and the democratic space stagnant.

What Branding Really Means (Beyond Billboards and Slogans)

When many Nigerians hear “branding,” they think of posters, jingles, or T-shirts with politicians’ faces. But branding is far deeper.

In business, branding is why Coca-Cola remains dominant even though there are dozens of other sodas. It’s not the taste alone; it’s the story, trust, and emotional connection that the brand builds with its audience.

In politics, branding is the consistent identity of a candidate or party, their values, track record, tone, and emotional resonance. It answers questions like;

(a) Who is this leader?

(b) What do they stand for?

(c) Why should I trust them?

(d) How will they make my life better?

A political brand is not just a logo or slogan; it’s the lived perception people carry. If the perception is trust, credibility, and relatability, then voters become loyal, even when tempted by short-term offers.

Branding in Global Politics: Lessons Nigeria Can Learn

Globally, branding has transformed politics in remarkable ways.

(i) Barack Obama (2008, USA): His “Yes We Can” slogan wasn’t just words; it was a brand of hope, inclusivity, and change. The logo, colors, and speeches all reinforced a consistent identity that resonated with millions.

(ii) Donald Trump (2016, USA): “Make America Great Again” was a simple, repeatable brand promise. Whether one agreed with him or not, his campaign branding was crystal clear.

(iii) Nelson Mandela (South Africa): His personal brand was rooted in resilience, forgiveness, and justice. Mandela didn’t need posters to convince South Africans — his brand was his life story.

Each of these leaders built not just campaigns but movements. And movements outlast slogans.

The Missing Piece in Nigerian Politics

In Nigeria, most campaigns rely heavily on cash, slogans, and endorsements rather than a strong brand identity. The result?

 (a) Candidates are seen as “traders of the moment,” not trusted brands.

(b) Reformist candidates with good ideas often fail, not because Nigerians don’t like reforms, but because the candidates lack branding that connects emotionally.

(c) Voter loyalty shifts easily because the brand connection is shallow.

Take, for example, the late Dora Akunyili, who, as Minister of Information, attempted a “Rebranding Nigeria” campaign. While her effort was met with mixed reviews, it highlighted a critical truth: perception is indeed power. Without managing perception, even good ideas die quickly in Nigeria’s political space.

Similarly, in the 2023 elections, Peter Obi’s campaign gained traction among young Nigerians not because he had the most money, but because his personal brand, frugality, accountability, and simplicity resonated deeply.

From Marketplace to Mandate: What Branding Could Change

If Nigerian politics embraced branding strategically, several shifts could occur:

(i) From transactional to transformational politics: Instead of short-term giveaways, leaders would sell long-term visions. Citizens would vote with belief, not desperation.

(ii) Building trust and credibility: Branding forces consistency. A leader who builds a brand of integrity will think twice before breaking promises.

(iii) Emotional connection with citizens: Just as people wear Nike because it represents “winning,” citizens would identify with leaders who embody their struggles and hopes.

(iv) Sustainable loyalty: Political branding can ensure that voters stay connected even after elections, building movements that hold leaders accountable between terms.

Practical Steps Forward

For Politicians:

(i) Craft a clear, simple, and authentic narrative (not empty slogans).

(ii) Invest in grassroots storytelling: let people “see and feel” your brand.

(iii) Leverage digital platforms to maintain consistent engagement.

For Citizens:

(i) Learn to evaluate leaders as brands. Don’t just ask, “What did they give me?” Ask, “What do they stand for?”

(ii) Reward credibility and consistency with votes, not cash gifts.

For Civil Society and Media:

(i)Amplify stories that showcase values, not just campaign noise.

(ii) Hold leaders accountable to the brands they project.

Conclusion

A true marketplace should be a place of fair exchange, where buyers know the value of what they’re getting. But Nigerian politics has too often been a noisy, manipulative bazaar.

Branding offers a way forward, turning chaos into clarity, noise into narrative, and transactions into trust. By embracing branding, we can move from a politics of cash and carry to one of mandates and meaning.

If the marketplace is where Nigerians currently buy short-term promises, branding can make it the place where they invest in long-term visions. And that, ultimately, is how democracy matures.

*******By S.B Adams

References

Afrobarometer (2019). Public Attitudes towards Democracy in Nigeria.

Kotler, P., & Kotler, N. (2021). Brand Activism: From Purpose to Action. Idea Bite Press.

Nwankwo, S. (2020). Political Branding in Africa: Messaging, Identity and Perception in Contemporary Politics. Routledge.

NOIPolls (2022). Public Perceptions on Elections and Governance in Nigeria.