Linda Ochugbua, digital sales manager at BusinessDay and host of the podcast Growing Your Business with Linda, has extensive experience across various industries.
She is also a recipient of several accolades, including the Business Women’s Hub Outstanding Marketing Professional Award and the 2022 Royal African Leadership Forum Award.
On a recent episode of The Literary Bar on Plus TV Africa, branding expert Linda shared practical insights on branding for small businesses.
Speaking with host Chinedu Dibiah Nwagha, Linda broke down the meaning of branding and its importance, especially for entrepreneurs navigating today’s competitive markets.
The conversation started by revisiting the roots of branding. Linda explained that branding predates modern business and has always served one purpose—differentiation.
“Branding is what keeps you outstanding or differentiates A from B,” she said.
She emphasised that branding is more than logos or colour schemes. It encompasses how customers experience a business. From packaging to communication style, branding is about making a product or service memorable.
“Some brands have a tone in how they speak,” she noted. “Some banks are deliberate about the kind of people they hire. It’s all part of branding.”
A common misconception, Linda said, is that branding is expensive and out of reach for small businesses. “When you mention branding, the first thing many small business owners say is, ‘I don’t have money’,” she stated. “But people will buy from you because they trust you, know you, and can connect with you.”
She described that small business owners should see themselves as the first face of their brand. Something as basic as a professional WhatsApp profile photo can influence customer perception.
“People judge your business from the kind of picture you put on your WhatsApp,” she said. A well-written bio and company profile also help present the business owner and their venture as credible and goal-oriented.
“I’ve asked some to send a bio, and they ask, ‘What is a bio?’” she added.
Linda warned against over-reliance on social media platforms such as Instagram or Facebook, which can be unstable. A website gives control and allows for storing customer information, like emails and phone numbers. “If your page gets pulled down, you lose everything unless you have a website,” she explained.
She also stressed that choosing a simple and consistent business name across all platforms is crucial for discoverability and trust. Inconsistencies, such as spelling a name differently across channels, confuse potential customers and reduce visibility.
“Don’t give us a name that is ‘Linda Couture’ on Instagram and ‘Linda Kouture’ on Facebook. Nigerians will get confused,” she said.
The colours and logo of a business should reflect its service or product. Linda explained that certain industries require visual tones that match customer expectations. For example, a cake brand using dark colours could create the wrong impression.
“Imagine a cake brand using black as the main colour,” she pointed out. “It doesn’t communicate joy.”
She highlighted that packaging, customer service, and communication style form part of the brand experience. If those elements are not in harmony, customer trust is difficult to maintain. “If the content is not as good as the packaging, they’re not coming back,” she cautioned.
Addressing the issue of brand failure, Linda acknowledged that redemption is tough but possible. If a business has disappointed a customer, restitution may involve sending a replacement or offering a discount. “If everything went wrong, there’s no redemption. But if only one thing failed, you can fix it,” she said. She urged small business owners to apologise sincerely and take responsibility, ensuring that future interactions are improved.
Linda also commented on how business owners present themselves on social media. She recommended having a separate business page to avoid mixing personal views or conduct with the business brand.
“Your personal beliefs, posts, and associations influence how people perceive your business. Let your business page be about your business,” she advised.
She concluded the interview by encouraging entrepreneurs to treat their ventures seriously from the start.
“Think big from the start. Don’t run a side hustle like a side hustle. Run it like a business.”
