Communication lecturer and branding practitioner, Dr. Ike Tandoh, has launched a new book titled Brand Yourself: From Invisible to Influential, introducing two Afrocentric frameworks aimed at helping African professionals build authentic and influential personal brands.
Dr. Tandoh, who lectures at University of Media, Arts and Communication, developed the A.F.A.C framework — Awareness, Foundation, Authenticity, and Consistency — to help individuals establish a strong and credible personal brand foundation.
The book also introduces the I.D.E.M framework, Identify, Design, Engage, and Monetise, which focuses on increasing visibility, influence, and professional opportunities.
According to the author, many existing personal branding models are largely influenced by Western individualistic cultures and often fail to reflect African values such as communal living, relationship-building, and the Ubuntu philosophy.
He explains that the frameworks in the book are tailored to African social and professional realities, where trust, collaboration, and community influence play a significant role in success.
Combining theory with practical exercises, case studies, and real-life examples, Brand Yourself provides readers with strategies to define their value, build credibility authentically, increase visibility without excessive self-promotion, and transform expertise into influence and opportunity.
The publication targets students, entrepreneurs, young professionals, and public-sector leaders, while also serving as a communication resource for academic institutions.
Dr. Tandoh noted that the book addresses a growing challenge across Africa, where many talented professionals remain unnoticed due to the lack of a structured and culturally relevant approach to personal branding.
Speaking about the inspiration behind the book, he said the publication draws from decades of practical experience in leadership, branding, and personal development.
“For more than 26 years, I have been shaping minds, building influence, and helping people unlock their potential. This book is transformative and designed to help people stop being overlooked,” he stated.
Dr. Tandoh is also known for his earlier publication Dear Mama, released in 1998.
