Just before October began, I attended the Building Beyond You Conference, led by the formidable Tara Fela-Durotoye. Her words carried the weight of someone who has quietly battled and triumphed in the beauty sector. As she delved into the concept of creating brands that outlive their founders, it became clear to me that successful brands don’t happen by chance. They are the result of unwavering dedication and a refusal to give up prematurely. The key takeaway was profound: achieving visibility is a marathon, not a sprint. It demands persistence beyond the initial applause and a focus on lasting influence rather than fleeting moments of fame.
Yet, beyond the inspiring conference halls, a different story unfolds every day.
In the bustling Yaba market, a young woman closes her modest shop as night falls. Though her products are excellent and priced fairly, her business remains largely unnoticed. This is a common struggle among many Nigerians-not a lack of skill or value, but the pain of invisibility.
This silent frustration stems from having worth but no audience, effort without acknowledgment, and talent without applause. Many post on Instagram, hoping for engagement, only to be met with silence, leading them to retreat. They watch competitors with less impressive offerings gain more attention, sparking doubts about their own abilities. Some chase viral trends, hoping for a breakthrough, only to realize that inconsistency, not lack of talent, is their biggest obstacle.
In my consulting experience, this pattern is all too familiar. One client, despite having a strong product and clear branding, stopped posting after his content failed to generate interaction. He didn’t delete his work; he simply disappeared. The absence of recognition disrupted his momentum, turning potential into lost opportunity.
This October, it’s crucial to adopt a fresh perspective. Without addressing the subtle errors undermining your visibility, your efforts will remain unnoticed. I’ve encapsulated these pitfalls in the acronym SETTLED, highlighting how many entrepreneurs give up too soon.
S – Short-Term Focus
The desire for immediate success is a common trap. Many Nigerian business owners yearn for instant sales, viral fame, or rapid recognition. However, visibility is not a lottery win; it’s more like compound interest accruing over time.
Studies from Harvard Business Review reveal that brands investing in sustained, long-term campaigns grow their market share twice as fast as those relying on quick, flashy tactics. Customers need repeated exposure to build trust, yet many quit just before this trust solidifies.
Rather than banking on a single viral moment, commit to a 90-day visibility plan. Think of it as tending a garden: plant the seeds, nurture them, and patiently await the harvest.
E – Reliance on External Approval
Another common misstep is basing your confidence on likes, shares, or public praise. If applause fuels your motivation, silence will eventually extinguish it. My client’s experience illustrates this well-his talent was never the issue, but his dependence on external validation sapped his consistency.
According to psychologists Deci and Ryan’s Self-Determination Theory, intrinsic motivation-acting from internal drive rather than external rewards-leads to greater perseverance and success. Challenge yourself this week to post or pitch without checking engagement for 48 hours. Strengthen your ability to persist without applause.
T – Misaligned Storytelling
Many confuse selling with storytelling, equating loud offers with meaningful narratives. Yet, storytelling is what truly connects with people. Nielsen reports that 92% of consumers trust stories and recommendations more than direct advertisements.
Review your last ten posts: how many are purely promotional? Rewrite at least one to share a story that reveals the human side of your brand and resonates emotionally with your audience.
T – Prioritizing Tactics Over Strategy
Endlessly chasing trends, viral dances, or hashtags can feel productive but often leads nowhere. Without a clear strategy, tactics are like scattering seeds on concrete-no growth occurs.
McKinsey’s research shows that companies with well-defined strategies outperform competitors in growth. Strategy answers fundamental questions: Who are you? Who do you serve? What problem do you solve? Use these answers to guide every post, partnership, or idea.
Create a concise one-page strategy addressing these points and let it steer your visibility efforts.
L – Inconsistency
Consistency is the unseen currency behind visibility. Sprout Social found that 70% of consumers expect brands to maintain a steady presence across platforms. Yet, staying consistent is often the toughest challenge because it lacks glamour.
Tara Fela-Durotoye exemplifies this principle. For over twenty years, she has not only built her own brand but also nurtured a community of beauty entrepreneurs. At the Building Beyond You Conference, she reiterated that consistency is the foundation of legacy.
Choose one platform and commit to posting at least three times a week for the next month-no exceptions.
E – Abandoning the Effort Prematurely
Many give up too soon, expecting quick results. Visibility is a long-term commitment, not a short experiment. The Content Marketing Institute notes that consistent content marketing typically takes 18 months to yield compounding benefits.
Stopping early breaks momentum, much like pushing a heavy cart uphill and quitting just before it rolls forward on its own.
Instead of quitting, schedule quarterly evaluations of your visibility strategy. Adjust and refine, but don’t walk away.
D – Losing Touch with Your Audience
Finally, many entrepreneurs overlook their most valuable resource: their audience. Creating content or products based on assumptions rather than actual customer needs leads to disengagement and wasted effort.
This week, actively engage your audience. Ask questions, conduct polls, reply to comments, and observe what resonates. Use these insights to tailor your content and offerings.
October is your opportunity to reset. Refuse to settle. Build a brand that outlasts you. Craft compelling stories. Keep showing up even when the applause is absent-because eventually, it will come. But your motivation must never depend on applause alone.
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