Have you ever heard the phrase “winking in the dark”?
It means doing something that only you can see. You might know exactly what you’re doing, but no one else does.
That is what many entrepreneurs in Nigeria are doing with their businesses — not because they don’t care, but because they don’t realise it. They work hard, deliver value, and even try to promote what they do by posting online, running small ads, and asking friends to spread the word.
But most times, it’s done without clear intention, direction, or focus on the right audience. Some business owners are talking to everyone instead of their ideal customers. Others are showing up inconsistently, hoping that effort alone will bring results.
Either way, it leads to the same outcome — you’re winking in the dark. You know what you’re doing, but nobody else really sees it.
Why You Need to Pay Attention to Visibility
Here’s the truth: people can only buy what they know exists. Visibility is not about shouting the loudest. It’s about reaching the right people with the right message at the right time.
You can’t continue running a great business that nobody knows about. In today’s crowded market, attention is the first currency — and if you’re not visible, you’re not even in the game.
Visibility helps you build trust. It creates credibility. It makes people familiar with your brand, and that familiarity often becomes the deciding factor when a customer is ready to make a choice.
The goal isn’t just to be seen; it’s to be seen by the right people. Being known by the wrong audience is almost as bad as not being known at all.
Understanding the Basics: Branding, Marketing, and Advertising
Many entrepreneurs struggle with visibility because they don’t fully understand how branding, marketing, and advertising work together.
Branding is your identity. It defines who you are, what you stand for, and how people experience your business. It’s what makes your brand recognisable and memorable.
Marketing is your strategy. It’s how you tell your story, connect with your audience, and attract people who genuinely need what you offer.
Advertising is your amplifier. It’s how you extend your reach through paid or boosted channels — whether that’s social media campaigns, radio, or outdoor promotions.
These three elements are not separate. They support and strengthen one another. Your branding gives your business meaning by clarifying your identity. Your marketing turns that meaning into a plan for connection. And your advertising gives that plan visibility by placing it in front of more of the right people.
When all three align, your business doesn’t just look active — it becomes known, trusted, and remembered.
What You Should Be Doing Differently
It’s time to stop working in silence and start showing up with purpose. Here are a few practical steps to get it right:
- Know who you’re talking to.
Define your target audience clearly. The clearer you are, the easier it becomes to reach them effectively. - Craft your message.
Be intentional about what you want people to remember about your business. Keep that message consistent across everything you do. - Show up where it matters.
You don’t have to be everywhere. Focus on the channels your audience actually uses and show up well and often. - Be consistent.
Visibility grows over time. You can’t post for two weeks and disappear for two months. People remember what they repeatedly see. - Measure your progress.
Track engagement, inquiries, and sales. See what’s working and refine what’s not. - Budget for visibility.
Even a small monthly investment in brand awareness — whether through digital ads, community events, or collaborations — makes a difference.
Visibility should never be seen as an expense. It is a growth investment that pays off over time.
Final Word
If you’ve been putting in effort and still feel unseen, it’s time to pause and ask yourself a hard question: are you really visible, or just busy?
Doing good work quietly isn’t humility; it’s limitation. In business, visibility and credibility go hand in hand.
At Kudi Konsult, we’ve seen it again and again — most struggling businesses don’t fail because their ideas are weak. They struggle because no one knows they exist.
So before you spend another naira on ads or social media content, stop and reflect:
Are you speaking to the right people, or are you still winking in the dark?
The answer could change everything.
