Personal branding with Bernard Kelvin CLIVE: Building a global brand online: Insights for today’s entrepreneur

Today, let’s talk about something that affects us all: your brand, your voice, your presence in this digital world.

We are living in a time when the marketplace has undergone significant shifts. The shop at the corner of your street isn’t just competing with the one across the road anymore.

No, it’s competing with shops in London, Lagos, New York, and Johannesburg. The digital world has broken down walls, and in this new landscape, building a global online presence is no longer just a “nice idea.” It has become a necessity.

But here’s the good news: you don’t need a million dollars or a fancy office to build something meaningful online. What you need is clarity, consistency, and a strong foundation. And that’s what I want to share with you today: practical steps and mindsets that will help you not just survive but thrive as you build your global brand online.

Start With Your Why

Everything begins with one simple but powerful question: why?

Why do you want to build a global brand online? What exactly is pushing you to put yourself, your business, or your ideas out there for the world to see?

Now, not everyone must have a global footprint. For some, local dominance is enough. But if you’re here, then I suspect you have a dream that stretches beyond your immediate environment. You want to impact more lives, sell more products, touch more communities, or share your story with people you may never meet in person.

That desire is valid, but it must be anchored in clarity. Because when the storms come, and trust me, they will — the only thing that will keep you standing is the strength of your “why.”

So I always encourage people: write it down. Don’t just keep it in your head. Write your why the way a company writes its vision and mission statement. Let it spell out:

1. The purpose of your brand’s online presence.
2. What do you want to achieve through it?
3. The exact impact you hope to create.

This written “why” becomes your compass. When discouragement sets in, when algorithms change, when engagement drops — your why whispers back: this is why you started; keep going.

Position yourself with purpose

Clarity of why is the first step, but it’s not enough. The second step is positioning — deciding how you want to be seen online.

Let me say this: the internet is too big for you to try to be everything to everyone. If you chase everything, you end up with nothing. That’s why you need positioning.

So ask yourself: what’s my space?

1. Maybe you’re building a personal brand as a virtual assistant.
2. Maybe you sell affordable but quality shoes.
3. Maybe you run a social enterprise fighting for education or climate change.

Whatever it is, define your lane and stay true to it. Don’t just copy others because something looks trendy. The strongest brands are those that know their uniqueness and lean into it.

Positioning is what allows people to say, “When I think about this, I think about you.” And that is priceless.

Choosing the Right Platforms: Quality Over Quantity

Now, once you know who you are and how you want to be seen, the next step is to choose where you want to play.

Listen carefully: you don’t need to be everywhere. You don’t need to be on Instagram, LinkedIn, Facebook, TikTok, Pinterest, Twitter, and every new platform that launches tomorrow. No. What you need is to be where your audience is.

If your clients are professionals, LinkedIn may be your strongest ground. If you’re into visuals or fashion, Instagram could be your hub. If you’re targeting young, energetic crowds, maybe TikTok will work.

But here’s the caution I always give: don’t build permanent structures on rented land. These platforms are rented plots. They’re not yours. One policy change, one suspension, and everything you built could vanish.

Imagine waking up to find your Instagram or Facebook account gone. Years of posts, thousands of followers — wiped away. It happens. And when it does, what will you fall back on?

That’s why, while using these platforms is important, you must never make them your only anchor.

Own Your Digital Home

Your safest ground online is your own website. That’s your digital home. It’s the one space you fully control, the one place no algorithm can erase.

A website says to the world, “I am legitimate. I exist. You can trust me.” Whether it’s a simple landing page with your details or a full website with multiple features, having one is non-negotiable.

Aside from that, your website allows you to build a direct community. You can collect emails, send newsletters, and engage with your audience without depending on social media platforms. Think of it as having your own mailing list — a powerful tool that guarantees your voice is heard without being filtered by algorithms.

So while you grow your presence on social media, make sure your website remains the anchor of your digital identity.

Expand With Other Tools: Podcasts and Beyond

Now, beyond websites and social platforms, there are other ways to amplify your voice. One I’ve personally found powerful is podcasting.

A podcast creates intimacy. People may scroll past your posts, but when they listen to your voice week after week, they form a connection with you. They begin to trust you, understand your perspective, and stick with your brand.

It doesn’t have to be fancy. Even a short 10-minute weekly podcast can go a long way in building a loyal audience. Guess what, I have been doing this for the past 15 years. And when people are loyal, they spread the word about your brand.

6. Content Is King

At the heart of all this lies one thing: content – quality, timely, and relevant.

Your brand will only grow online if you keep creating content that matters to your audience. That content could be educational, entertaining, inspiring, or problem-solving — but it must always carry value.

Now, I know there’s a temptation to just chase trends. But let me warn you: trends fade. Real value lasts. If you only feed people what they want, you may entertain them, but you won’t grow them. Instead, mix what they want with what they need. That’s how you build a loyal community.

And remember: you don’t need millions of followers. You just need “10 true fans” — a small group of people who love your work so much that they talk about it, share it, and support it. Those 10 will multiply into hundreds and thousands if you keep giving value.

Tailoring Strategies to Your Context

During my training sessions, I get all kinds of questions. How does this work for a social enterprise? What about a grocery service? A footwear brand? A non-profit?

My answer is always: the principles remain the same, but you must adapt them to your context.

1. Social enterprises should focus on storytelling — showing the impact they’re making rather than just asking for donations.
2. Startups should plan and schedule content weeks in advance to stay consistent.
3. Service providers should balance the personal brand of the founder with the business identity to scale beyond their local region.

Whatever your field, the point is: apply the principles wisely to fit your industry.

 Hiring for Digital Management

As your brand grows, you’ll soon realize you can’t do everything alone. At that point, you may consider hiring a digital manager or outsourcing to an agency.

If you hire, define the role clearly, check their portfolio, and set performance metrics like content produced, engagement rates, or website traffic growth.

If you outsource, choose an agency that understands your brand and communicates transparently. Either way, remember — delegation is not a weakness. It’s wisdom.

Pay to Play: The Reality of Digital Advertising

Now, let’s be honest: organic growth is beautiful, but the digital ecosystem has shifted. Most platforms prioritize paid content. That means if you want faster visibility, you must be willing to invest in ads.

But note this: ads without value are wasted money. People don’t just buy because you’re visible; they buy because you’re valuable. So, combine ads with authentic content. That’s how you win.

Summary and Action Steps

Let me tie this all together with a simple point you can remember:

1. Define Your Why.
2. Position Yourself Clearly.
3. Choose the Right Platforms.
4. Own Your Website.
5. Create Consistent Content.
6. Use Paid Ads Wisely.
7. Delegate When Necessary.
8. Build Loyal Relationships.

Now, here’s my challenge to you: write down three practical steps you’ll take this week to strengthen your brand online. Not next year, not next month — this week. Small steps, consistently taken, lead to global impact.

In all know that the digital world offers incredible opportunities, but it’s not magic. It requires clarity, patience, persistence, and a willingness to keep learning. Don’t be intimidated by the vastness of the internet and all that is happening with AI. Start small, do it well, and scale gradually.

Remember, your voice matters, your story matters, your brand matters. And if you build it with intention and strategy, the world will hear it.

Let’s go out there and build global brands that stand the test of time.

Remember, I’m your brand and publishing consultant.

The post Personal branding with Bernard Kelvin CLIVE: Building a global brand online: Insights for today’s entrepreneur appeared first on The Business & Financial Times.

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