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Bukie Iwajomo: The 3 Ws of Building a Badass Brand



A badass brand is one that that meet’s people’s needs, has loyal fans, and makes money! The first step in building a badass brand is understanding what your business is really about.

What do you do?
Who do you serve?
Why will people buy from you?
Why are you even in business?

I call these the 3W’s-

What Problem do you solve?
What problem does your business solve?
What solution do you provide to the problem?

The first step is identifying a prevalent problem – a problem that stresses out your audience so much that finding a solution to it will bring them great satisfaction.

Sometimes, your potential customers may not even realize they have the problem until you point it out to them. Your job is to identify the problem, point out the problem and present your solution to the problem.

Finding and pointing out the problem, however, is only the first step.
Of what use, really, is identifying a problem, when the solution is undefined?
Some brands only identify the problem, badass brands take it a notch higher- they provide a solution to the problem.

Having said that, you really do not have to reinvent the wheel. By the time you’re starting out, there may be one or more businesses that are already providing solutions to this problem.
Your duty is to solve the problem in a way they are yet to do, put your own twist on it.
Is your delivery faster?
Is your customer service better?
Do you give exceptional service delivery?

Identifying and defining the problem you solve brings clarity and makes it easier for potential customers to realize they need your products or services.

Whose Problem do You Solve?
Who are the people who have the problem you have identified?
What common traits or attributes do they share?
This is a very important foundation of brand building, because it determines where and how you will market your brand.
It determines where and how you will find your customers, and what will make them buy from you.
These people, whose problem you are positioning your business to solve, make up your target market.

In simple terms, your target market is the group of people who:
Need or really want what you have, and
Are willing to pay what you’re charging for it.

Identifying your target market helps you maximize your marketing resources, and effectively utilize your marketing spend. It helps you focus your marketing on the platforms where you can actually find these people in greater numbers. For instance, if your target market is baby boomers(a.k.a senior citizens), you have no business flooding Twitter with ads! The online platform to reach them is on Facebook. Your marketing ‘speak’ shouldn’t be hippy, they don’t like hippy- that’s for the millennials. You customize your website to be more baby boomer friendly- easy navigation, bigger fonts, and white space for easy reading.

What is your why? And what is their why?
What is your why?
Why do you do what you do?
What’s your story?
What drives you?
Your story is what gives the brand a persona, a human face. People buy people. It’s easier for your audience to connect with your brand when it is perceived human. A good brand has a story, and If the story is told superbly, it is well on it’s way to becoming a badass brand.

Craft an authentic story, stay true to it, and capture their hearts.

Know your story
Own your story
Tell your story- everyday, and everywhere.

What is their Why?
Why do they buy from you?
What do you do differently, or better, that makes them choose you?
What do you offer them that the competition doesn’t?
What differentiates you from other businesses in your industry?
This is the sweet spot. Find your sweet spot, focus on it, and keep improving it.

What problem do you solve, and what results does your business give?
Who are the people who have this problem, and are willing to pay you to solve it for them?
Why do you do what you do? And why will they choose you?

Answering these fundamental questions is the foundation for building a badass brand. Without a good foundation, the brand will fail.
What’s your biggest challenge in building your business into a badass brand?

The 3 W’s is a part of my understanding your brand module- which I teach in my ‘Build a Badass Brand’ Course. To learn more about building a badass brand, join my free course or follow my free live classes on Instagram.Follow me here – @bukieiwajomo for details.

Photo Credit: Denisismagilov |

Bukie Iwajomo is the chief strategist at SalesForward Consulting. She works with start-ups, personal and consumers brands helping them leverage tech to grow their businesses and build badass brands. Follow her daily marketing tips on Instagram. You can also connect with her on Facebook


  1. Rubby

    May 8, 2017 at 5:25 pm

    Thanx,very informative!

  2. demashi

    May 8, 2017 at 7:43 pm

    Well done Mrs. Iwajomo, my love to big daddy and the girls.

  3. Toju

    May 8, 2017 at 8:07 pm

    Thanks.. have sign up already

    • Bukie Iwajomo

      May 8, 2017 at 10:12 pm

      Great! I’m glad you found it helpful.

  4. AsMyself

    May 9, 2017 at 9:01 pm

    Thank you so much. Bookmarked!

    • Bukie Iwajomo

      May 11, 2017 at 2:27 am

      You are welcome! Thanks for the feedback.

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