an anti-democracy general to a peaceloving democrat, the transformation was so convincing that he won not once, but twice.
If you want to win the future, you must be ready to work on your brand. Buhari’ s story is one of political rebranding, but this phenomenon extends far beyond politics. History is full of individuals who refused to let societal norms define their potential. One such individual is George Sand.
In 1800s France, women who wanted to wear what was considered men’ s clothing had to obtain special permits from the police. Female authors were rarely respected, and no woman was making significant income in the literary world. There was a glass ceiling, and few dared to challenge it. But one extraordinary woman decided to break the mold. Her name was Aurore Dupin Devant.
Since the world wasn’ t ready for female literary giants, she decided to create one. After repeated rejections from publishers, she created a pseudonym- George Sand. Under this name, she became one of the most successful authors of her time.
She even dressed like a man( without a permit) to reinforce the character she created. Publicly smoking cigars, which was unheard of for women, became part of her brand. This opened doors that remained firmly shut for many other women. Her rebranding wasn’ t just an act- it was a conviction. Through deliberate effort,“ George Sand” redefined what was possible, earning her place in history.
But she wasn’ t alone in this. Across the ocean, in America, another literary giant understood the power of crafting an identity that extended far beyond the words on a page. His name was Mark Twain. Or rather, that was the name he chose.
Samuel Langhorne Clemens, born in 1835, knew that to leave a lasting legacy, he needed more than just great writing- he needed a name that resonated with adventure and Americana. And so, the man we know as Mark Twain was born.
“ Mark Twain” wasn’ t just a random alias. The phrase came from his days working on Mississippi riverboats. It was a nautical term that referred to measuring water depth-“ mark twain” meant two fathoms, or safe water for navigation. It was symbolic. The name tied his personal story to the larger narrative of American exploration, risk, and storytelling.
Clemens didn’ t just write under a pseudonym; he became Mark Twain. His larger-than-life persona, his rugged humour, and his unapologetic observations of American society created a brand that was distinct and unforgettable.
Twain understood that the literary world of his time didn’ t just reward talent- it celebrated personality. By crafting the identity of Mark Twain, he gave the world not just books but a character they could believe in. His brand outgrew him.
Most people today know the name Mark Twain but would struggle to recall Samuel Clemens. His rebranding was so successful that the alias became the core of his identity and the legacy he left behind.
Twain and Sand may have lived worlds apart, but their stories reflect a single truth- you are not confined to the identity you were born with. The world may not be ready for who you are today, but with the right strategy, you can create the version of yourself that the world will recognize and celebrate.
“ Think about it- if political leaders and historical figures could rewrite their narratives, what’ s stopping you from redefining your own?” You are not confined to the character you were born with. Every child is born without a brand. Even royalty must craft their public image. Not all royals command the same attention. Not all footballers have the brand power of Cristiano Ronaldo. Not all beauty entrepreneurs possess the influence of Kylie Jenner.
The world’ s first impression of you does not have to be the last. You are a human being- you have creative power. God created each person with a purpose, but branding yourself for that purpose is entirely up to you. Where you stand today is only the beginning of the brand you will become.
I once met a man in his late fifties who had spent his whole career being“ the quiet guy who gets things done.” People liked him, but they never really knew him. He told me,“ Wale, I’ ve watched others rise while I stood still. And I always thought, maybe I’ m just not cut out for visibility.” But then he heard one of my talks and decided to change that narrative. He began to write articles, mentor younger staff, speak at industry events, and became intentional about his presence. Three years later, he was invited to sit on the board of a multinational company. He didn’ t change who he was. He simply started deliberately owning who he had always been. That can be your story too.
Maybe you’ ve made mistakes. Maybe your brand right now is not what you want it to be. Maybe people see you as inconsistent, disorganized, reactive, average. Maybe you’ ve been labelled by a version of yourself you outgrew a long time ago. You can change that. Your brand is not fixed. It evolves as you evolve. It grows as you grow. And with intentionality, it can become your greatest asset.
So, here’ s my challenge to you: take some time today and write down five words you want people to think when they hear your name. Then ask yourself, What am I doing today that reinforces or contradicts these words? And start the shift.
Don’ t wait for a title. Don’ t wait for permission. Don’ t wait for the“ right time.” The right time is now. You are already in the game. Whether you win or lose will depend on how intentionally you play.
You may not control everything people think about you but you can influence it. You can guide it. You can lead it. When you control your brand, you control your future.
Let the world hear your name and associate it with excellence, integrity, brilliance, value, and consistency. Let them hear your name and remember it. Not because you shouted the loudest, but because you showed up with clarity, purpose, and strength. This is your time. Take brand control.
Dr. Wale Akinyemi is the CEO of The Street Hub – an Organizational Culture and Transformation Consulting Firm. He is also the Founder of African Legends – A publishing House dedicated to telling African Leadership and Entrepreneurial Stories. This Cover Story is based on his latest book themed Brand Control. You can commune with him on this or related matters via email at: Wale @ thestreethub. biz.