When I walk into any shop in Nigeria, I notice the fridge by the counter is always filled with different drinks. Coca-Cola, Pepsi, 7Up, and several other drinks are all there, fighting for the same space.

But here’s what always surprises me, my eyes land on Coke first before I even notice the others.

Why does that happen? Have you ever wondered the same thing?

Out of all the options, why do certain brands grab our attention instantly while others fade into the background?

That question pushed me to dig deeper, and through my research, I discovered something interesting: these companies are not just selling drinks. They are using powerful Brand Identity Secrets that make them impossible to ignore.

In this article, I’ll share what I found and show you how Coca-Cola, Pepsi, and 7Up use brand identity to win, and more importantly, how you, as a Nigerian business owner, can apply these same secrets to your own brand.

What Brand Identity Really Means

When I first started looking into why my eyes always went to Coca-Cola before Pepsi or 7Up, I thought it was just about the logo. However, the deeper I delved into my research, the clearer it became: brand identity is far more extensive than a logo.

So, what exactly is brand identity? In plain English, it’s the look, feel, and signals people recognize about your brand even before they read your name. It’s that instant click in the brain that says, “Oh, I know this brand.”

Experts call these signals Distinctive Brand Assets (DBAs), but don’t let the term scare you. They’re simply the tools a brand uses to stand out. Things like:

Now, why do these DBAs matter in Nigeria?

Because attention is short. In a crowded kiosk, roadside shop, or even on a smartphone screen, you don’t have time to explain yourself. Strong brand identity does the heavy lifting for you:

And that’s the exact playbook Coca-Cola, Pepsi, and 7Up have mastered; the Brand Identity Secrets that small businesses in Nigeria can copy without needing a billion-naira ad budget.

Case Study: Coca-Cola

When I started paying closer attention to Coca-Cola, I realized something simple but powerful. No matter where I went in Nigeria, whether it was a shop, a roadside kiosk, or a big supermarket, Coke always stood out before any other drink. And it wasn’t by chance. It was because of the codes they own and protect.

Think about it. The “Coke Red” (which refers to the signature red color associated with the Coca-Cola brand) is not just a color. It’s so strong that when you see red on a fridge or billboard, your brain instantly thinks “Coca-Cola.”

Then there’s the flowing Spencerian script (a style of calligraphy and handwriting) of the logo, the familiar white ribbon, and, of course, the contour bottle shape that feels unique even if you’re holding it in the dark.

Coke never allows these assets to fade away. Whether you buy a can, a PET bottle, or spot their cooler at a roadside kiosk, the look and feel are the same. During Christmas, the red-and-white plus festive truck ads spark the same excitement year after year.

In Nigeria, that consistency shows up at weddings, owambe parties, December concerts, and even in those small corner shops where people grab a chilled bottle to beat the Lagos heat.

Brand Identity Secrets from Coca-Cola

Here’s what I learned by studying Coke’s playbook, and these are things small businesses in Nigeria can copy without needing Coke’s budget:

Own a color so strongly that people can spot you from across the street.

Think of GTBank orange or Sterling Bank red, just like Coke, they stand out immediately. Even a small fashion store in Yaba can pick a single color and use it across signs, bags, uniforms, and social media.

Turn occasions into rituals.

Coke is not just a drink. It’s part of the celebrations. In Nigeria, it shows up at birthdays, weddings, naming ceremonies, and Christmas. As a small business, you can do the same, link your brand to special moments, like a bakery always being “the birthday cake plug” in its community.

Make your packaging a billboard.

Coke’s contour bottle is an advert on its own. Even if the label is peeled off, you know it’s Coke. Small businesses can apply this too. If you sell Ankara fabrics or sneakers, design your packaging (bags, boxes, or even Instagram grid) in a way that people recognize it instantly.

Case Study: Pepsi

When I think about Pepsi in Nigeria, one thing stands out: energy. Pepsi doesn’t just sell a drink; it sells a lifestyle that feels bold, young, and full of movement. While Coke leans on heritage and timeless rituals, Pepsi thrives on culture and contrast.

Their “Pepsi Blue” is instantly recognizable, and when you put it next to “Coke’s red”, the contrast almost feels like Pepsi is deliberately shouting, “Look at me!” Add the circle globe logo, the bold typography, and the fact that they tie themselves to pop culture, and you see a brand that knows how to grab attention.

In Nigeria, Pepsi has doubled down on this strategy. They are everywhere music and youth culture live, from Pepsi Rhythm Unplugged to sponsoring BBNaija, concerts, and street activations. They don’t just show up; they show up loud with celebrities, music stars, and platforms that Nigerian youth already love.

Brand Identity Secrets from Pepsi

Here’s what small businesses can copy from Pepsi’s playbook:

Pick a tribe and show up there relentlessly.

Pepsi picked music and youth culture, and they keep showing up there until it feels like they own the space. For a Nigerian SME, this could mean picking a tribe like “working-class mums,” “Gen Z fashion lovers,” or even “church events,” and making sure your brand is always present in that space.

Use contrast to win scroll-stopping seconds.

Pepsi doesn’t blend in. Their colors, their motion, even their typography are bold. As a small business, you don’t need a huge budget to do the same. If everyone in your industry is using calm, muted designs, go bold with bright visuals.

If competitors are posting still images, try short, energetic videos. The goal is to make people pause for that extra second.

Case Study: 7Up

Whenever I grab a 7Up in Nigeria, the first thing that hits me is not just the taste, but the feeling it promises: freshness. Unlike Coke’s “heritage” or Pepsi’s “youth energy,” 7Up positions itself as the cool, uplifting option for hot, thirsty moments.

The brand is built on simple but powerful cues: the 7Up green, the little red dot, citrus slices, and the tiny bubbles that remind you of fizz and refreshment. Even before you take a sip, the design already tells your brain: “This is light, fresh, and perfect for right now.”

In Nigeria, where the weather is hot almost all year round, 7Up leans into this truth. 

You’ll see cold bottles of 7Up glowing in retail fridges and roadside kiosks, placed right where you’ll be tempted to grab one to cool down instantly. It’s less about “culture” like Pepsi or “rituals” like Coke, and more about solving thirst directly.

Brand Identity Secrets from 7Up

Anchor your identity in product truth.

7Up is lemon-lime flavored, and it never hides that. Every ad, every pack design, every visual cue screams “freshness.” For Nigerian SMEs, the lesson is: don’t overcomplicate. 

If you sell Ankara fabrics, your identity could be “vibrant colors that stand out at weddings.” If you sell shoes, it could be “comfort that lasts all day.” Build your brand around the truth about your product.

Keep visuals light and clean.

Notice how 7Up doesn’t overload designs. Even on small screens, you instantly sense refreshment because the visuals are uncluttered. As a small business, think about how your Instagram page or flyer looks.

If it’s too busy, people won’t get the message at a glance. Clean, simple visuals can sometimes say more than heavy graphics.

Side-by-Side Cheat Sheet: Coke vs Pepsi vs 7Up

When I put the three brands side by side, their differences become so clear. Here’s a quick cheat sheet you can save and even use as inspiration for your own business:

Asset	Coca-Cola	Pepsi	7Up
Hero Color	Coke Red	Pepsi Blue (always high contrast)	7Up Green
Shape/Icon	Contour bottle, flowing white ribbon	Circle/globe mark	Red dot + citrus imagery
Tone	Festive, sharing, heritage	Circle/globe mark	Red dot + citrus imagery
Visual Weight	Rich, classic	Bold, graphic	Clean, airy
Go-to Moments	Celebrations, meals	Music, sports, youth culture	Hot days, refreshment breaks

This simple table shows why each drink stands out in its own way. Coke owns celebrations, Pepsi owns youth culture, and 7Up owns refreshment.

The big takeaway for SMEs in Nigeria: You don’t need to be everywhere. Just pick your lane, own it, and show up consistently with the right cues (make people recognize you at a glance).

How They Win at the Last Meter (Nigeria Retail Reality)

When I go into a small shop in Lagos or even stop at a kiosk in Ibadan, I notice something interesting. Before I even ask for a drink, the branding has already started working on me.

Coca-Cola, Pepsi, and 7Up don’t just sit quietly in the fridge; they own the fridge.

Fridge dominance is real. The coolers are wrapped in their brand colors, the “ice-cold” stickers make you thirsty just by looking at them, and the bottles are arranged so the logos always face forward.

That way, even if you didn’t plan to buy a Coke, Pepsi, or 7Up, they are the first thing your eyes land on.

Then there’s price-pack architecture. In Nigeria, people don’t always have ₦500 or ₦1000 to spend on a drink. That’s why these brands sell in smaller PET bottles or cans at a low entry price, and they also push multipacks when you want value.

It’s a smart way of making sure they are relevant to everyone, whether you’re a student grabbing a quick drink or a parent buying for the whole family.

Finally, there’s outdoor and point-of-sale branding. Walk through a market and you’ll see parasols (umbrellas) with “Pepsi-blue”, “Coke-red” shop-front signs, and “7Up-green” fridge stickers. These little signposts guide you straight to them.

Brand Identity Secret: Be unmissable at the point of thirst. If you run a small business, this could mean branded stickers on your fridge, shelf talkers, or even something as simple as your packaging always facing forward.

What Nigerian SMEs Can Copy Today

One thing I’ve realized from studying Coca-Cola, Pepsi, and 7Up is that their success isn’t only about big budgets. It’s about simple habits done consistently. And Nigerian SMEs can copy these habits without breaking the bank.

Digital Identity That Matches Physical Nigeria

One thing I’ve noticed in Nigeria is that many small businesses look different online than they do offline. The shop banner might be blue and bold, but their Instagram posts are red and yellow, and the WhatsApp catalog has no clear design at all.

That inconsistency makes customers wonder if they’re even dealing with the same business.

The big brands don’t let that happen. Coca-Cola, Pepsi, and 7Up look the same on a billboard, on TV, inside a fridge, or on Instagram. That’s not by accident, it’s strategy.

Here’s how we can apply it:

Brand Identity Secret: One glance online should feel exactly like walking up to your shopfront. That is how you build trust across channels.

Measure What Matters

One of the biggest mistakes I see small businesses make is only checking sales numbers. Yes, sales are important, but they’re not the whole story. If you want to grow like Coca-Cola, Pepsi, or 7Up, you also need to measure how strong your brand identity really is.

Here are the things I focus on:

Brand Identity Secret: What gets measured gets managed. If you can track it, you can improve it.

Pitfalls to Avoid

In my research, I also noticed the common mistakes that even big brands sometimes fall into. As a small business, you should be extra careful not to make these errors because they can weaken your brand identity instead of building it.

Brand Identity Secret: Simplicity and consistency beat flashy redesigns.

The “Brand Identity Secrets” Quick Checklist (tear-out)

At this point, you’ve seen how Coca-Cola, Pepsi, and 7Up win with brand identity. But let me make it even simpler.

Here’s my personal quick checklist you can use as your guide. If you tick these boxes, you’re already ahead of most small businesses in Nigeria:

Brand Identity Secret: Treat this checklist like your brand bible. If you can’t tick it, fix it.

Conclusion

After all my research, one thing became crystal clear: big brands like Coca-Cola, Pepsi, and 7Up don’t just win because they spend more. They win because they’re instantly recognizable; their colors, shapes, and cues do the heavy lifting before a single word is read.

And here’s the best part: you don’t need a billion-naira budget to play this game. SMEs in Nigeria can apply the same rules on a lean budget. What matters is consistency, not complexity.

So here’s my challenge to you: