Personal branding with Bernard Kelvin CLIVE: Pursuing excellence: The missing piece for African professionals

By Bernard Kelvin Clive        

Today, we are looking at something that sits at the heart of professional growth in Africa—the pursuit of excellence. It is a subject that has become increasingly urgent in a season where visibility is rising faster than value, and where many are investing more in how they appear than in who they are becoming.

Let me begin with a simple but telling experience. Some time ago, I had the opportunity to train a group of young professionals—job seekers, startup founders, and individuals trying to find direction in their careers. Several important issues came up during that session, but one stood out above the rest and has stayed with me since.

It is what we popularly refer to in Ghana and Nigeria as “settings.”

The Rise of “Settings” Over Substance

In our local context, “settings” refers to the act of putting up appearances—projecting a lifestyle, competence, or level of success that is not backed by real substance. It is the deliberate curation of perception, especially on social media, to look like something you are not yet.

What we are seeing today is a growing number of young professionals who are more focused on packaging themselves than preparing themselves. On platforms like TikTok and Instagram, there is a strong push to look successful, sound intelligent, and appear accomplished, even when the underlying work has not been done.

Now, let me be clear—presentation is important. Branding is important. Visibility is important. But when packaging overtakes preparation, it creates a dangerous gap. You may gain attention, followers, and even early opportunities, but you will struggle to sustain credibility when the demand for real performance arrives.

This concern is not just anecdotal; it is supported by global workplace insights. According to a 2023 report by LinkedIn, more than 75% of recruiters place higher value on demonstrated skills and actual work experience than on self-presentation alone. This means that beyond the aesthetics and the noise, competence remains the true currency of professional growth.

What we are witnessing is an imbalance. Many are building visibility faster than they are building value, and over time, that imbalance exposes itself. Personal branding is not about appearing as something; it is about becoming someone, and that process requires time, effort, discipline, and a deep commitment to excellence.

Redefining Who a Professional Really Is

Another important issue that came up during the training was how people define the word “professional.” For many, the image that comes to mind is someone in a suit and tie, working in a structured office environment, speaking polished English, and operating within corporate spaces.

But that definition is limited, and in many ways, misleading.

A professional is not defined by appearance or environment. A professional is defined by the standard they uphold in their work. It is about how consistently and how well you deliver on what you claim to do.

This means that professionalism is not reserved for corporate offices alone. A seamstress who delivers perfectly fitted garments on time and pays attention to detail is a professional. A mechanic who diagnoses problems accurately, fixes them properly, and ensures the client leaves satisfied is a professional. A carpenter, a barber, a designer, or even a content creator can all be professionals if they approach their work with discipline, integrity, and a commitment to excellence.

The real question is not where you work, but how well you work.

To make it more practical, imagine you need a tailor to sew a suit. You have three options in your area, all claiming to be good at what they do. Your decision will not be based on who looks the most polished on social media or who speaks the best English. Your decision will ultimately come down to trust—who can deliver quality work, who pays attention to detail, and who will give you a finished product that meets or exceeds your expectations.

That is the true test of professionalism, and it is in this area that many are falling short.

Doing the Work vs. Doing It Well

During the same training session, I shared a real-life example that sparked considerable discussion among participants. It involved signage at a major public facility—the Kotoka International Airport, now rebranded as the Accra-Kotoka International Airport—where changes had been made and images of the work circulated widely on social media.

At first glance, the work appeared to have been completed. However, upon closer inspection, it became clear that the execution was poor. You could see traces of the previous lettering beneath the new one, the finishing was not clean, and the overall presentation lacked attention to detail.

Now, this is where the lesson lies. The job had been done, but it had not been done well. And that distinction is critical.

There are many people who operate with the mindset that once a task is completed, their responsibility ends. They believe that delivering the basic requirement is sufficient. But professionalism goes beyond merely completing a task; it involves taking ownership of the outcome and ensuring that every aspect of the work meets a high standard.

Excellence is not just about execution; it is about how the work is finished, how it is presented, and how it is experienced by the end user. People may not always understand the technical details of what you do, but they will always notice quality, and more importantly, they will notice the lack of it.

The Missing Layer: Finesse, Refinement, and Finishing

Let me say this plainly: Africa is not short of talent. Across industries and sectors, we have skilled individuals capable of producing remarkable work. However, what is often missing is not the ability to do the work, but the discipline to refine it.

There is a gap between execution and excellence, and that gap is filled with what I refer to as finesse—the polishing, the refinement, and the attention to detail that transforms good work into exceptional work.

This observation is also reflected in broader economic insights. The African Development Bank has highlighted that one of the key challenges affecting workforce competitiveness across many African economies is not just technical capability, but consistency in quality, service delivery, and professional standards.

You see this in everyday situations. A table may be well constructed, but the edges are rough and unfinished. A dress may be well sewn, but the finishing is poor and the presentation is lacking. A service may be delivered, but without care, follow-up, or any sense of customer experience.

These may seem like small issues, but in reality, they are not small at all. They are the very things that shape perception, build trust, and determine whether a client returns or recommends your services to others.

In today’s world, where competition is increasing and options are expanding, it is no longer enough to simply be skilled. The differentiator is in the details, in the finishing, and in the overall experience you create for the people you serve.

The Professional Mindset in Practice

One of the simplest ways to understand the difference between an average worker and a true professional is to observe how they think beyond the task given to them. In many everyday situations, especially within our local environments, you will notice a common pattern where individuals limit themselves strictly to what they have been asked to do, without considering the broader value they can provide.

Take a familiar example. You send your car to a mechanic to fix a specific issue—perhaps a faulty tyre or an electrical fault. The mechanic identifies the problem, fixes exactly what you pointed out, and hands the car back to you. However, in the process, they may have noticed other developing issues—loose bolts, worn-out components, or minor faults that could become major problems if ignored. Yet, because “it was not part of the job,” they say nothing and proceed to deliver the car as it is.

Technically, the job has been done. But professionally, the work is incomplete.

A true professional understands that their responsibility is not limited to the instruction given; it extends to the overall well-being of the client’s need. That same mechanic, operating with a professional mindset, would not only fix the problem but also point out other issues, offer recommendations, and possibly go a step further to ensure the vehicle is clean, properly arranged, and ready for use. That extra level of care is what transforms a simple service into a memorable experience.

The same principle applies across all fields. A tailor does not just sew a garment; they ensure it is properly finished, neatly ironed, well packaged, and presented in a way that reflects quality. A service provider does not just deliver the core task; they think about the before, during, and after of the client’s experience. This is what defines professionalism in practice.

The Trust Economy: Why Excellence Brings Business

At the heart of professionalism lies one critical factor—trust. In today’s world, especially within our communities, business is no longer driven by visibility alone; it is driven by credibility and consistent delivery.

There is a simple principle I often share: if you can be trusted, you will have business; if you cannot be trusted, you will struggle to sustain it.

Trust is built over time through consistent excellence. It is reinforced when clients know that regardless of the situation, you will deliver quality work, pay attention to detail, and treat their needs with care. It is also strengthened through referrals, which remain one of the most powerful growth drivers in our part of the world.

Research continues to support this reality. According to Nielsen, about 88% of people globally trust recommendations from people they know more than any form of advertising. This means that the quality of your work does not just satisfy one client; it has the potential to attract many more through word-of-mouth.

In practical terms, every job you do is not just a transaction; it is a marketing opportunity. Every satisfied client becomes a potential ambassador for your brand, while every poorly executed job becomes a silent barrier to future opportunities.

This is why excellence is not optional. It is a business strategy.

Balancing Visibility and Value in the Digital Age

As we have established earlier, visibility is important. In fact, in today’s digital world, being good at what you do without being seen can limit your opportunities. However, the sequence matters.

Value must come before visibility.

What we are seeing today is a reversal of this order. Many individuals are investing heavily in online presence, aesthetics, and digital positioning without first building the competence and systems required to sustain that visibility. The result is a short-lived rise followed by a gradual decline when expectations are not met.

A more sustainable approach is to build both, but in the right order and with the right balance. Develop your skills. Invest in learning. Practice your craft. Refine your delivery. Build systems that ensure consistency. Then amplify your work through digital platforms.

When substance and visibility are aligned, growth becomes more sustainable.

This is where the final layer of professionalism comes in—the ability to package and present your work effectively without compromising on quality. It involves documenting your work, showcasing your process, sharing testimonials, and making it easy for people to see and trust what you do. But all of this must rest on a solid foundation of competence and excellence.

Building a Complete Professional Brand

As African professionals, artisans, and entrepreneurs, we must begin to see our work holistically. It is not enough to focus on one aspect and ignore the rest. True professionalism is built when every part of the process is aligned and functioning at a high standard.

From the moment a client encounters your brand to the final delivery of your service, every touchpoint matters. Your skill, your communication, your presentation, your customer service, your follow-up, and even how you handle feedback all contribute to the overall perception of your brand.

When these elements are not aligned, you may still get business, but you will struggle to sustain growth. However, when they are properly integrated, your brand becomes not only presentable but also admirable, desirable, and worthy of recommendation.

This is the level we must aspire to.

It requires intentional effort. It requires discipline. It requires a commitment to continuous improvement. Excellence is not an event; it is a process. It is built over time through consistent action, learning, and refinement.

As Aristotle’s enduring insight reminds us, excellence is not a one-time act but a habit formed through repeated effort and practice. It demands that you go beyond what is expected and continuously look for ways to improve what you do.

So, the question becomes personal.

Are you merely completing tasks, or are you committed to delivering excellence? Are you focused on appearance, or are you building real value? Are you positioning yourself for attention, or are you preparing yourself for impact?

Take a moment to reflect on your processes. Examine your work from start to finish. Identify the gaps. Refine the weak points. Improve the details. Strengthen your delivery. And most importantly, commit to a standard that sets you apart.

Because in the end, it is not the loudest brand that wins—it is the most reliable one.

If you are able to build expertise, establish trust, and consistently deliver excellence, you will not need to chase opportunities; opportunities will begin to find you.

The best is yours.

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