How to brand a country: The Lagos blueprint

Branding is often associated with businesses and personal brands, but what if a country—or even a city—could position itself as the ultimate destination? Lagos, Nigeria, has done exactly that. Once just another bustling African city, it has now become an international hotspot, drawing global celebrities, influencers, and Nigerians in the diaspora. The transformation was a masterclass in branding, executed over years.

Here’s how Lagos became a cultural phenomenon—and what any country or city can learn from its playbook.

1. Cultural influence opens the door.

One of the most effective ways to brand a country is through culture. Lagos leveraged its biggest cultural export: Afrobeats. The genre took over global airwaves, with artists like Wizkid, Burna Boy, and Davido putting Nigerian music on the map. These artists represented Lagos in every interview, music video, and sold-out concert, making the city synonymous with global entertainment.

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When people enjoy a country’s cultural exports, they naturally develop curiosity about its origin. That curiosity turns into tourism. We saw Korea do this through K-Pop and K-Drama.

2. Social media amplifies the narrative.

Lagos didn’t need expensive tourism campaigns. Instagram, TikTok, and Twitter did the work. Videos of epic parties, high-energy concerts, stunning beach resorts, and luxurious events flooded social media. The Fear of Missing Out (FOMO) took over, and suddenly, Lagos wasn’t just a place; it was an experience and status symbol people wanted to be part of.

Social media is a game-changer for country branding. The key is ensuring that people want to showcase their experiences. When visitors and locals are excited to share, the brand builds itself.

3. Influencers & celebrities set the trend.

Branding a country requires key players who embody its essence. Lagos had this naturally: Nigerian influencers, musicians, and business moguls who showcased the city’s energy year-round. When international celebrities like Saweetie and Chloe Bailey started visiting, Lagos’ credibility as a must-visit destination skyrocketed.

Other cities can take a lesson here: Engage influencers—both local and international—to shape perception. Whether through hosted trips, collaborations, or organic experiences, the right people can make a place aspirational.

4. Entertainment bridges the gap.

K-pop made South Korea a travel dream, and Bollywood did the same for India. Lagos had Nollywood—a thriving industry that needed a global audience. Platforms like Netflix and Amazon Prime changed that, pushing Nigerian films like The Smart Money Woman, Lionheart, and Gangs of Lagos onto international screens.

Countries that invest in storytelling—through film, music, or literature—create emotional connections with people who may never have considered them before. When audiences fall in love with stories set in a particular location, they begin to associate that place with aspiration and adventure.

 “When audiences fall in love with stories set in a particular location, they begin to associate that place with aspiration and adventure.”

5. Pride & community fuel the movement.

A country’s strongest brand ambassadors are its own people. Nigerians are known for their cultural pride, and when Lagos started gaining recognition, the Nigerian diaspora amplified it. They returned home for weddings, invested in local designers, and celebrated their heritage online.

Harnessing national pride is key. When citizens believe in their country’s value, they become its best marketers.

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6. An experience, not just a destination

A brand isn’t just about a product; it’s about the experience. Lagos doesn’t just sell itself as a city; it promises a lifestyle. The art, the high-energy events, the community spirit, the fashion—it all adds up to a feeling people want to be part of.

Visitors don’t just want to see; they want to feel, live, and immerse themselves in something unforgettable.

The Lagos lesson

Branding a place is about telling a compelling story, creating experiences, and letting the world see what makes a place special. Lagos mastered this by blending culture, entertainment, social media, and community spirit into an irresistible narrative.

Any country or city looking to elevate its global presence can take notes: build on cultural assets, amplify the right voices, and most importantly, create a brand that people don’t just visit but experience and remember.

Paula Pwul is a Personal Branding Consultant, Lawyer and Founder, who leverages her unique insights to help professional and creative individuals build powerful personal brands. She is the co-founder of Enterprise and Heels, an educational and inspirational platform that aims to enable female entrepreneurs to build global businesses. Paula is the host of She’s the Brand podcast, where she shares inspiring and strategic tips to evolving into your own brand and the founder of Afrocreate digital, a personal branding agency on a mission to tell the African story.