Dorcas Nwaele is a brand strategist, a public speaker, and the founder of The Lantern Academy. With expertise in personal and business branding, content creation, and digital marketing, she has helped over 100 personal brands and startups communicate their value, attract clients, and strengthen their market presence. She has held key roles across multiple organisations, including brand and communications manager at Riscod Group, brand ambassador at PRIME56 Consulting Ltd, and brand and social media manager at Petaled Dove Music. In this interview with GRATEFUL OGUNJEBE, she speaks about her work and the impact she is making with her organisation.
You studied English Language and Literature at Anchor University, Lagos, but you are now working in areas that align more with social media, digital creation, and branding. Do you see this as a digression? Do you wish you had studied another course?
No, I do not wish I had studied another course. I leaned towards media and communication because my interest lay in that field. I wanted to explore how language shapes perception, and branding is largely about shaping perception. Language influences how people understand situations, how stories are told, and how messages are communicated. English and Literary Studies provided a strong foundation for me to dive into branding.
What inspired you to venture into social media content creation and branding? How has this journey been so far?
I noticed that one major challenge people face in getting opportunities is that they do not know how to communicate their value. Social media is where almost everyone is now. Your social media platform is a powerful way to influence how people see you. That is why I focus on branding. A strong personal brand opens doors before you even arrive.
How do you help young entrepreneurs build their personal brand? What common mistakes do youths make when starting their branding journey?
I help by first listening. Sometimes people simply want to be heard. As they talk through their challenges, they often discover solutions themselves.
Regarding common mistakes: young people often wait until they have everything figured out. That is not how to build a brand. Clarity comes through action. Start something and stay committed. Do not expect results immediately. Give yourself a timeframe — three months, for example. If it does not work, review your strategy.
Can you share a major challenge you faced in your early career, and how you overcame it? How did that experience influence how you mentor others?
A major challenge was finding resources to guide my interest. When I started on LinkedIn, as a brand strategist, I struggled to find people pursuing the same path. I decided to do my own research. I found a course from London Business School and other resources. I overcame the challenge by intentionally seeking knowledge and implementing what I learned.
How do you stay innovative and focused in this fast-changing world? What keeps you going when things are not going well?
Three ways. First, I go back to God — He refreshes me, and I receive new ideas. Secondly, I consume good content. You cannot give what you do not have. Watch, listen, and learn. Steal like an artist. Thirdly, I write down ideas immediately. Some of my posts have gone viral, reaching over 30,000 views on TikTok. When God tells you to go, do not give Him excuses.
How would young Nigerian entrepreneurs go about structuring their businesses for sustainability?
When many of us begin, we think we do not want to work under anyone. But try to learn from someone who is already where you aspire to be. Maintain your individuality. Learn from their mistakes and find ways to avoid repeating them.
Why is youth empowerment so important to you? Share a memorable success story from your initiatives.
At Lantern ‘24, I asked a friend if she had registered. She had not, so I made sure she did. She attended, asked a question, and was very happy. After the event, she travelled abroad for a conference, launched her business line, and has been doing very well. Being in the right room with the right people opens your mind. That is what we want with The Lantern Academy. Young people have the energy to pioneer ideas and rise again after failure. Many of us simply need the right guidance to change our world.
How and when did you found The Lantern Academy?
The vision came during a prayer meeting. Christians keep asking: How can I balance my spiritual life with my academic or business life? I organised an event called Becoming Excellence. After that, I knew we could not stop there. God said to have a day event and called it ‘Lantern’. The verse about the star that led the wise men to Jesus came to me. We Christians are to be that star, shining in our fields to lead our world to Christ. On 9th November, we had Lantern 1.0 online. Then our first physical event on 14th December 2024. Last year, Lantern 26 hosted nearly 100 young people.
Why focus on education, economic empowerment, and human rights? How do you measure your success?
Youths are the most powerful and the most vulnerable. If we do not shape their minds today, we will have another generation who take more than they give. We measure success by how many people are strengthened to build impactful initiatives, how many gain employment or confidence, how many souls are won, and how many get financial support to scale a business.
You want to “rewrite the history of branding in Africa.” How do you intend to accomplish this?
Africa is still seen as a risk on the global stage, but we have a deep wealth of innovation. I want to change how Africa is seen. Beginning with one person, one business at a time, by empowering young people to build sustainable brands, we can, at scale, rewrite branding in Africa. We already have African unicorn companies like Moniepoint. We just need more visibility and representation.
Should social media and digital content creation be institutionalised in Nigerian tertiary institutions?
Beyond being an academic department, I believe personal branding should be taught in secondary schools. It helps individuals decide who they want to be and how they want to be seen. It should be compulsory. Social media and content creation should also be taught. Many people have brilliant ideas but do not know how to communicate them properly, so they miss out on attention and trust.
How do you balance being a brand strategist, founder, mentor, and public speaker? What keeps you motivated?
I know how to work and also how to rest. I turn to God. I unwind by reading, watching videos, eating, or talking to friends. What keeps me motivated is knowing where I am going. Even when I feel burnt out, I go back to my TikTok page, remind myself of my progress, and find a reason to still show up.
What advice would you give to young people aspiring to pursue personal branding or entrepreneurship? How can they overcome fear and doubt?
For those who want to become brand strategists: know your “why” beyond money. Do not be afraid to learn and implement immediately. For those building a personal brand: start from where you are. When I started, I had no good phone and was not working. I would dress in a suit, go to the veranda, and record videos. I showed up as someone with value because I truly had value.
You are not deceiving people. You are stepping into the reality you are building. Learn and teach at the same time. You do not need to have everything figured out before you start. That is how you build your brand.
