WHY THE BRAND TUFACE ISN’T GOING ANYWHERE SOON

“The moon does not fight. It attacks no one. It does not worry. It does not try to crush others. It keeps to its course, but by its very nature, it gently influences. What other body could pull an entire ocean from shore to shore? The moon is faithful to its nature and its power is never diminished.” 

― Ming-Dao Deng, Everyday Tao: Living with Balance and Harmony

(Though he had publicly changed his stage name to Tubaba, I will still refer to him as Tuface in this article. This is my opinion anyway, and moreover, he didn’t pay for it).

Why do some people stand out and others just try to get along? Why do some products command premium prices while others try to meet the bottom line? These are questions that this writing seeks to illuminate by writing about one of the truest and most celebrated brands that have come out of Nigeria and Africa at large - Tuface.

The phrase perception is everything holds true. What people see, hear, and feel about a product, service or even a person creates some form of an impression which affects the way they are perceived. Perception is simply a sensual response to and/or mental image about something or someone. Perception can bring both good and bad fortunes thereby making it a liability or an asset. Perception is continually formed whether actively managed or not and reinforced in the minds of people that a person, product or service is exposed to.

Great brands are true to themselves and communicate in the language their audience understands and can relate to.

Being true to oneself is acceptance, refining and projection of one’s uniqueness. Tuface is unique in every sense of it. His voice is unique (though not the best I have heard), and he made the best use of it in his own unique way. His style and vocal dexterity are different. You can tell he is not those kinds of artists that rely on the producer’s tunes and beats, and to crown it, he sings from the heart and when he does, he immerses himself fully in it. He embraced criticism positively and even sang about some of his widely publicised weaknesses. With that, he accepted that he is human after all. Instead of those weaknesses negatively affecting his popularity rating, his acceptance soared instead- we all make mistakes.

Another vital area where he stood out is how he communicated his brand. Communication in this sense includes words and actions. Words include his lyrics and the language with which he communicates them. He sings in pidgin and simple English that can be easily sing along. He gives a short and simple speech, which brought him some criticisms, to the extent that some called him illiterate. He sang about it and responded with more hits song. Success is the best response to criticism was the message he communicated and we all agreed. Despite his international exposure, his dressing and comportment communicate the conservativeness of Nigeria, which is his primary audience and that he maintained even on the international stage. His brand was simple, matured and African.

By helping upcoming muscians without charging them like some do, he communicates brotherliness, the African spirit.

By maintaining a good relationship with Kennis Music even after he left their label, he communicates Loyalty.

Many of his contemporaries and protégés had one time or the other admitted that he is humble. Humility is a virtue everyone admires but very few possess.

 By marrying Annie, his college sweetheart, he communicates true love that he sang about in his international hit song African Queen.

By protesting against the same government he supported in the last presidential election, he proofs his objectivity and love for the masses who are the majority of his fan base.

All these and more make the brand Tuface, a living brand and people are already calling him a living legend.

The brand Tuface isn’t going anywhere soon.