Nigerian small businesses can accelerate growth by focusing on customer perception, consistency and the right advertising channels rather than spending heavily on logos or expensive campaigns,Digital Sales Expert Linda Ochugbua has said.

Speaking on Market Report on ADBN TV, Ochugbua said many entrepreneurs misunderstand branding, believing it begins and ends with a logo, colours or a social media page.

“Branding goes beyond logos and colours. Businesses must first understand how customers perceive them because Article 8 (on ADBN TV)hat perception shapes their brand identity,” she said.

According to Ochugbua, every aspect of a business, from its products and services to its messaging, must align with what customers expect. She noted that even a professionally designed logo cannot compensate for poor customer experience.

Touching on affordable branding and digital marketing, Ochugbua challenged the perception that effective branding is always expensive. Instead, she urged SMEs to distinguish affordable branding from cheap branding by investing in the right marketing channels.

She advised businesses to identify where their customers spend time before choosing advertising platforms, noting that a targeted campaign often delivers greater value than broad, unfocused marketing.

“For some businesses, the right platform may be a newspaper advert, an online feature or social media. The key is finding the right channel rather than advertising everywhere,” she said.

She added that businesses can also benefit from partnering with established media organisations that already have strong SEO and audience credibility.

Furthermore, Ochugbua encouraged television and radio stations to develop affordable advertising packages for small businesses.

She suggested collaborative advertising models where several SMEs share airtime, making TV advertising more accessible while helping broadcasters attract a wider customer base.

She noted that many entrepreneurs avoid television because they assume the costs are beyond their budgets.

Ochugbua compared brand building to planting a seed, saying businesses should not expect immediate returns after a single advertising campaign.

She advised businesses to maintain consistent messaging across interviews, media coverage, online content and advertising so customers receive the same message wherever they encounter the brand.

She also stressed the importance of market research, saying businesses should regularly compare how they see themselves with how customers actually perceive them.

According to her, sustainable business growth depends on aligning brand identity with customer expectations and consistently delivering on that promise.