Marketing Without Purpose is Just Noise
If You’re Not Solving Problems, You’re Not Marketing. Period.
Let’s get one thing straight—marketing isn’t about flashy ads, catchy slogans, or viral trends. It’s about solving problems. If your brand isn’t addressing a real need, you’re not marketing; you’re just making noise.
In this digital age, people are tired of being sold to. They don’t care about your product unless it makes their lives better. If your content isn’t solving a problem, it’s irrelevant. Period.
Think about it: Why do we love brands like PiggyVest or artists like Burna Boy? It’s not just because they exist. It’s because they address real needs—financial discipline in the case of PiggyVest and cultural representation in Burna Boy’s music.
So, let’s cut through the fluff. If your marketing isn’t problem-solving, it’s problem-creating.
1. The Shift from Product-Centric to Problem-Centric Marketing
Old Marketing: Look at Me!
In the past, marketing was all about shouting the loudest. Brands would scream, "Look at our product! Look how shiny it is!" But guess what? Consumers have tuned out the noise.
New Marketing: How Can I Help You?
Today, marketing is a conversation, not a monologue. It’s about identifying pain points and offering solutions. The brands that win are the ones that ask, “What problem can I solve for you today?”
Example: Paystack
Before Paystack, businesses in Nigeria struggled with online payments. Enter Paystack, and suddenly, small businesses had an easy, reliable way to process transactions. They didn’t just create a product—they solved a major problem.
Lesson: Don’t sell a product. Sell a solution.
2. The Psychology of Problem-Solving in Marketing
1. People Buy Solutions, Not Products
When someone buys a smartphone, they’re not just buying a device. They’re buying convenience, connectivity, and status.
Example: Infinix and Affordable Tech
Infinix didn’t become popular in Nigeria by competing with iPhones. They identified a gap: affordable smartphones for the average Nigerian. By solving the problem of accessibility, they built a loyal customer base.
2. The Emotional Connection
Solving problems creates emotional connections. When people feel that a brand understands their struggles, they become loyal.
Example: Burna Boy and Cultural Identity
Burna Boy doesn’t just make music—he gives Africans a sense of pride. His Afro-fusion sound and unapologetic African identity solve a deeper problem: the need for representation on the global stage.
Lesson: Your brand should speak to both the mind and the heart.
3. How Nigerian and African Celebrities Solve Problems Through Branding
1. Wizkid: Bridging Local and Global Audiences
Wizkid didn’t just aim to be a Nigerian star—he wanted to put Afrobeat on the world map. Collaborating with global artists like Drake wasn’t just about fame; it solved the problem of African music being underrepresented globally.
Result: Wizkid became an international icon, but more importantly, he paved the way for other African artists.
2. Toke Makinwa: Empowering African Women
Toke Makinwa isn’t just a media personality; she’s a brand that empowers women. Her book, “On Becoming,” addressed issues of heartbreak, self-discovery, and personal growth—topics many African women could relate to.
Lesson: When you solve emotional problems, your brand becomes a movement.
3. Aliko Dangote: Solving Infrastructure Problems
Dangote’s empire isn’t just about cement, sugar, and flour. It’s about addressing Africa’s infrastructural challenges. By producing essential goods locally, he’s solving the problem of dependency on imports.
Lesson: Big brands solve big problems.
4. How to Make Your Marketing Problem-Solving
Step 1: Identify the Problem Your Audience Faces
If you don’t know what your audience struggles with, you can’t solve it. Conduct surveys, read comments, and listen actively.
Example:
PiggyVest noticed that many young Nigerians struggled with saving money. Their solution? An easy-to-use app that automates savings and offers higher interest rates than traditional banks.
Step 2: Position Your Product as the Solution
Don’t just tell people what your product is—show them how it makes their lives better.
Example:
Instead of saying, “We sell skincare products,” a brand like Zaron Cosmetics says, “We help African women feel confident in their skin.” That’s problem-solving.
Step 3: Use Storytelling to Drive the Message Home
People remember stories, not sales pitches. Your brand’s story should be about overcoming challenges—yours or your customers’.
Example:
Tems’ rise in the music industry wasn’t just about talent. It was about resilience, authenticity, and breaking barriers. That story resonates because it mirrors the struggles of many young Africans.
5. Mistakes That Brands Make When They Don’t Focus on Problem-Solving
1. Selling Features, Not Benefits
Nobody cares if your product has 20 megapixels or is made from Italian leather unless they know how it helps them. What’s in it for them?
Example of Failure:
A tech company that focuses on specs instead of explaining how their product simplifies life will lose to one that highlights the benefits.
2. Ignoring Customer Feedback
Your audience will tell you what their problems are. If you’re not listening, you’re missing out on golden opportunities.
Example:
MTN Nigeria once faced backlash over data prices and poor customer service. Brands that listen to such feedback and improve accordingly turn complaints into opportunities.
3. Trying to Solve Problems That Don’t Exist
Sometimes brands create solutions for problems no one has. That’s a fast track to irrelevance.
Example:
Launching a luxury product in a market that values affordability more than exclusivity is like selling ice to an Eskimo.
6. Real-Life Nigerian Brands Solving Problems Effectively
1. Flutterwave: Simplifying Payments Across Africa
Before Flutterwave, businesses faced major hurdles in processing cross-border payments in Africa. Flutterwave came in and simplified the entire process, solving a problem that hindered many entrepreneurs.
Result: They became a billion-dollar company and a symbol of African innovation.
2. Andela: Solving the Talent Gap
Andela recognized a global need for tech talent and Africa’s untapped potential. They connected skilled African developers with global tech companies, solving problems for both sides.
Result: They didn’t just fill a gap—they built a bridge between continents.
3. Jumia: Making Online Shopping Accessible
Before Jumia, e-commerce in Africa was a mess—logistical issues, trust concerns, and payment barriers. Jumia addressed these problems head-on, becoming the Amazon of Africa.
Lesson: The bigger the problem you solve, the bigger your brand becomes.
7. How AI and Technology Are Revolutionizing Problem-Solving in Marketing
1. Personalization Through AI
Modern consumers want solutions tailored to them. AI helps brands deliver personalized content, solving the problem of generic, irrelevant marketing.
Example:
Spotify uses AI to curate personalized playlists, solving the “What should I listen to?” problem. African startups are catching on, offering localized solutions in fintech, health, and more.
2. Data-Driven Insights
The more you know about your audience, the better you can solve their problems. Data analytics provides insights that help brands refine their marketing strategies.
Example:
Kuda Bank uses data to provide personalized financial advice to users, helping them save more effectively.
Marketing is About Making Life Easier
At the end of the day, people don’t care about your brand unless it solves a problem. Whether it’s financial freedom, cultural representation, or convenience, your marketing must address a real need.
So, ask yourself: What problem is my brand solving?
Because in today’s fast-paced, noisy digital world, brands that solve problems thrive, and brands that don’t? They fade into the background.
If you’re not solving problems, you’re not marketing. Period.
About the Creator
Omasanjuwa Ogharandukun
I'm a passionate writer & blogger crafting inspiring stories from everyday life. Through vivid words and thoughtful insights, I spark conversations and ignite change—one post at a time.
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