The Main Argument: Sales First, Aesthetics Later! Many new business owners in Nigeria make the mistake of focusing on how their business looks (logos, colors, and fonts) instead of how it sells. Tavershima argues that obsessing over branding before you have customers actually slows you down.
1. The Purpose of a Business
Following the philosophy of management expert Peter Drucker, Taver defines the goal of a business as one thing: to create a customer. This in turn is done through (a) Innovation: Creating a product people need, and (b) Marketing: Finding the people who need it.
2. Branding vs. Marketing
Taver clarifies a common misunderstanding:
Marketing is the broad engine that drives sales.
Branding is just one part of that engine.
Real branding isn't something you "design" in a vacuum; it’s a long-term reputation built through consistent interactions with customers over time. You cannot have a brand without a track record.
3. Focus on Survival
For a startup to survive, it needs revenue and validation.
Direct Selling: Talk to customers immediately to see if they actually want your product.
Market Viability: Prove the business works before spending money on a "perfect" visual identity.
Trust: Familiarity and trust are built by delivering a good service, not just by having a pretty logo.
The Bottom Line: Don’t wait for a perfect image to launch. Enter the market, sell your product, and let your brand grow naturally from your success.
