We are very excited to bring this blog where we will discuss all things about branding and public relations (PR) as it affects individuals and organisations. These tips will help you use PR to your advantage.
But for a start, here are seven truths we have learnt about running a small business in Nigeria.
Define your brand
Most small businesses fail to define their brand and its purpose before they begin to operate. Obviously, you need a brand name and logo but defining your brand requires much more than that. Read more about that in the next post.
Little or no start-up capital
This might sound like a cliché, but you can indeed start a small business in Nigeria with very little or no cash, especially if you run a professional service business. All we needed to launch was to first define the brand and business niche. Then we registered the business, and designed a logo and website. With these in place, we were ready to open our doors for business.
Your network matters
Your network includes friends, ex-colleagues and family. They are invaluable in getting your initial client or clients. Once your website goes live, prepare a compelling business profile and circulate it amongst your contacts. They are most likely the ones who will first patronise you.
Do quality work
Don’t treat your network as family and friends, treat them as clients. Treat them with the same level of professionalism you would any other client who is not an acquaintance. Deliver to quality and time, it will lead to positive word-of-mouth and more business.
Be true to what you stands for
It is important to begin to impress your brand values early on. Some organisations will want to hoodwink you into compromising on your standards because you are small or a start-up. Have standard operating procedures (SOPs) and stick to them.
Accept pro bono work
That’s straightforward and needs no explanation. If it will give your business visibility by all means, accept pro bono work.
Protect your work and intellectual property
If you sell ideas as in the case of a public relations firm like ours, you need to protect your ideas. It’s not uncommon to have meetings where prospective clients try to pick your brain and thereafter say they’ll not be needing your services. Be sure not to give out too much at those meetings. When you make presentations, do not leave the slides blank. Include footnotes to show that the content is copyrighted and most importantly, sign agreements and contracts. Also, collect an upfront strategy fee to shift out unserious prospects from those who want to do business with you.
