Within twenty minutes, we spotted four different buildings with similar names..."Drugrite...Justrite...Boutiquerite and finally we arrived at Shoprite. That was how "NEXT" salon filled everywhere in Lagos, even Alfa Quadri's Barbers shop named 'No food for lazy man barbing salon' was renamed as 'NEXT'. But one of my friends could attribute his baldness to Alfa's fake NEXT salon. I am quite sure there would be more 'RITE' should we search the city of Lagos thoroughly.

Is that the new Law in the business environment? If name imitation could do the magic, why did we drive past; Boutiquerite, Drugrite, Justrite and headed all the way to Shoprite? Dear reader...BE DIFFERENT! Copy from people intelligently if at all you have to.

Kunle Sorinyan, a motivational speaker was questioning the youths at a gathering that, why was it that pastor Adeboye's 'let somebody shout hallelujah' is more copied than his genius attribute of turning thick forest into a city along Ibadan expressway? Pathetic!

As a class teacher, what would you do to a student who copied his class-mate and went a step further to copy the person's name...he has failed right? And so is every brand that stoop so Low to the extent of duplicating a selling brand name. Stand alone to be known. It is always difficult to be recognised when you are playing a second fiddle or in the middle of a crowd. While connecting with crowd is necessary for growth, getting lost in the crowd is what you should avoid completely.

As a suggestion, before you settle for the 'RITE' series:

CONNECT IDEA TO IDEAS
Think of your own concept. Which business are you establishing, in which industry? Connect those ideas of yours with other people's ideas. But in the end, make sure your brand name reflects your personal philosophy and is suggestive enough to push sales for you.

CONNECT PEOPLE TO IDEAS
As part of your innovative and concept adoption moves, connect people to the ideas you have. There are two categories of people you need to connect your ideas with; the people that will work with your idea to bring the brand name to life and to spotlight and on the other hand, the people that will patronise the idea.

ADOPT THE MODE OF OPERATION WITH FLEXIBILITY AND NOT THE NAME
It is not totally bad to copy mode of operation of a working brand with flexibility and determination to surpass such brand. Do not copy a business name in your neighbourhood which is doing better than you.

Soonest, your brand will be in every home as Dangote's brand is in almost every household in Africa. ...Let your brand stand out!

Odunmorayo Olalekan Matthew
Author of the book
Exiting your rat race