Building Your Brand’s Visibility: 7 Common Mistakes to Avoid
In a packed conference hall, beauty industry titan Tara Fela-Durotoye recently shared golden nuggets about brand building that struck a chord with many entrepreneurs. Her message was clear: creating a lasting brand isn’t about overnight success – it’s about consistent effort and refusing to settle for mediocrity.
The reality for many Nigerian business owners, however, tells a different story. Picture a young shopkeeper in Yaba market, locking up her store with a heavy heart. Her products are great, her prices competitive, yet she remains invisible in a crowded marketplace. This scenario plays out countless times across the country – talented entrepreneurs with valuable offerings but no audience to appreciate them.
Through years of consulting experience, I’ve witnessed promising brands fade into obscurity not because they lack quality, but because they couldn’t weather the silence of their early days. One client, despite having an excellent product and clear branding, disappeared from social media when his posts failed to generate engagement. He didn’t delete his content – he simply stopped showing up.
To help entrepreneurs avoid these pitfalls, let’s break down the seven crucial mistakes that keep businesses invisible, captured in the acronym SETTLED:
Short-Term Thinking: The desire for instant success often leads to disappointment. Harvard Business Review research shows that sustained long-term campaigns grow market share twice as fast as short-term stunts. The key is developing a 90-day visibility strategy instead of hoping for viral success.
External Validation Dependence: When likes and shares become your fuel, silence becomes your kryptonite. Psychologists Deci & Ryan’s research confirms that intrinsic motivation leads to greater success than external validation.
Telling the Wrong Story: Nielsen reports that 92% of consumers trust recommendations and stories over direct advertisements. Your content should focus on narratives that connect with people, not just price tags and offers.
Tactics Over Strategy: According to McKinsey, businesses with clear strategies consistently outperform their competitors. Define who you are, who you serve, and what problem you solve before jumping on every trending bandwagon.
Lack of Consistency: Sprout Social research shows 70% of consumers expect consistent brand presence across platforms. Take inspiration from Tara Fela-Durotoye’s two-decade journey in building not just a brand, but an entire beauty ecosystem.
Escaping the Grind Too Soon: Content Marketing Institute data reveals it takes around 18 months for content marketing to show significant results. Don’t quit before reaching this crucial tipping point.
Disconnect from Your Audience: Success comes from understanding and responding to your audience’s needs, not just broadcasting what you think is best.
As we embrace October’s fresh start, remember: visibility isn’t about immediate recognition but about showing up consistently, even when no one seems to notice. Your success story begins with refusing to settle for less than your brand deserves.
[The article maintains all original facts and figures while presenting them in a more engaging, conversational format that speaks directly to Nigerian entrepreneurs and small business owners.]
