By Bernard Kelvin CLIVE
“Visibility without value is vanity” — Bernard Kelvin Clive
In today’s business landscape, one of the most frequently discussed concepts that businesses, enterprises, and brands focus on is visibility. However, I want to emphasize an important principle: visibility without value is vanity. While personal brands, SMEs, and corporations undeniably need visibility, if the backend—the foundation of your brand—is not properly crafted, harnessed, and prepared to handle the exposure you seek, your brand will fall short, ultimately damaging its image. To illustrate this point, I’ll share two stories.
Here’s the first.
A few years ago, there was a notable case within an industry in Kenya, where self-proclaimed experts were quite prominent. One individual stood out with widespread billboards, media appearances, and extensive self-promotion, touting himself as an authority in the digital security space. His level of visibility was massive, capturing significant public attention.
Because of his loud presence, many assumed that his expertise must match his visibility. So, naturally, people started reaching out to him, believing that his prominence equated to quality. But once they engaged with him, it became evident that he was clueless about the field in which he claimed expertise.
Despite his lack of knowledge, no one came forward to publicly discredit him because his confidence and high visibility had created the illusion of competence. However, after about three to six months, he vanished. The billboards disappeared, the media appearances stopped, and he faded from the scene entirely.
Eventually, word spread that he was not as competent as he portrayed himself to be. He had been relying solely on visual appearances and self-promotion, with no real substance behind his claims. This example underscores the fact that, while visibility is important for brand positioning, without genuine value and expertise to back it up, that visibility is meaningless.
When building your personal or business brand, it’s essential not to push yourself publicly without first ensuring you have the substance to back up your claims. If your products or services are not tested, credible, and valuable, visibility alone won’t sustain your brand. When people engage with you, they should see that your expertise matches the noise you make online and in your promotions.
Today, I want to talk to you about a concept I call “visibility without value is vanity.”
Here’s the second story.
A couple of weeks ago, something quite interesting happened during a board meeting at one of the companies that had hired me. We were discussing an upcoming surprise birthday party for one of the board directors. The topic of providing a cake came up, and various vendors were suggested. We considered using a previous vendor who had supplied a cake for one of the firm’s leaders. One of the ladies mentioned that while the previous cake tasted good, its decoration wasn’t impressive.
The men in the meeting said that for cakes, good taste is paramount, and we could simply ask the vendor to improve the decoration a bit. However, the ladies were insistent on finding a new vendor who could deliver something more sophisticated and visually pleasing. They emphasized that the appearance of the cake was more important than its taste.
We debated this at length, but the ladies maintained their stance: the visual appeal was crucial. This got me thinking about the kind of people, particularly the Gen Z generation, who prioritize outward appearances over internal values.
On social media platforms like TikTok, Instagram, and Snapchat, we see young people presenting themselves as affluent, wealthy, and beautiful, often using filters and other enhancements to attract attention and fame. However, many of them lack substance. They may have impressive-looking CVs, but when invited for interviews, they fail to deliver. They present an appealing exterior but lack the core qualities that the market needs.
This is a concerning trend. As much as we want to push our brands, we should not let visual appearance and superficial aspects overshadow the real substance and value we bring to the table. For example, a beautifully decorated cake must also taste good. The internal quality is more important than the external presentation.
Ideally, you should have both: a strong visual presentation and internal attributes that match up in excellence. However, you should not deceptively position yourself, creating an appealing exterior without the skills or values to back it up. A great CV and presentation are worthless if you can’t deliver on the job. Similarly, a visually stunning cake is disappointing if it doesn’t taste good.
There is a lot of deception in focusing solely on appearance. Instead, we should take the time to build and groom our brands, working on our internal strengths and qualities. This way, when people engage with our services or products, they will experience true quality and value.
As small business owners and personal brands, remember: that visibility without value is vanity. In the long run, if your services and presentation don’t match your quality of delivery, you’ll lose your brand’s lasting value. Pay attention to both aspects, but prioritize the internal quality of your brand—its contribution, service, and products—before focusing on packaging and presentation.
Let’s work on these things to grow our brands genuinely, ensuring that we present ourselves authentically to attract and retain trust and respect.
Here are 4 Key Lessons and Actionable Steps
Lesson 1: Substance Over Superficiality
Actionable Step: Conduct regular internal audits to assess the core value proposition of your business or personal brand. This could involve customer feedback, employee surveys, or self-reflection exercises.
Lesson 2: Balance Aesthetics and Functionality
Actionable Step: Allocate resources to both design and performance. Invest in visual appeal but prioritize functionality and quality. This could involve hiring a skilled designer while also focusing on product development or service improvement.
Lesson 3: Authenticity is Key
Actionable Step: Develop a strong brand narrative that aligns with your core values. Share genuine stories about your business or personal journey to build trust and credibility. This could involve creating authentic content for social media or writing a blog about your business philosophy.
Lesson 4: Long-Term Focus
Actionable Step: Implement a sustainable growth strategy that prioritizes quality over quick wins. Focus on building a strong foundation for your business or personal brand. This could involve setting realistic goals, investing in employee development, and building strong customer relationships.
So this is the point, don’t seek visibility without proper preparation. Build your value, develop your substance, and earn your credibility. That way, when people engage with your brand, they will see that you are indeed worth the visibility and the attention. And when that happens, your brand will soar because it will be backed by both visibility and genuine value.
Now it’s your turn, to make the most of this, and let me know how this has helped you.
Let me hear from you regarding your branding and book publishing needs.
Bernard Kelvin Clive is a leading authority on personal branding and digital book publishing in Africa. With over a decade of experience in digital publishing, he has been a trusted consultant for entrepreneurs, pastors, and individuals looking to build their brands and write their books. To learn more about Bernard and his work, visit www.BKC.name. WhatsApp: +233244961121
