Why marketing, branding, book-keeping are important

There are so factors that can make or mar businesses in Nigeria. However, three important ones have been identified here.
Marketing: As a small business, you need to build an on-going relationship with your customers and always show them that you care. This will help to raise the awareness of your brand. Use email to tell your customers about products and services they might not know. Always ask your customers for feedback on your brand and identify other brands your customers like and find out why they like or prefer them. Ensure you take your products and services to where customers are.
According to Bernard Egeonu CEO of Ednet Computers Limited, it is important to take your business to where customers are, particularly your targeted audience.

Branding: Branding deals with the perception which consumers have about company or its services/ products. Coca-Cola is today a leading brand in many countries because the company spent time and resources entrenching the product in the minds of consumers. A product may last as long as Coca-Cola but may not be closer in terms of brand.
Howard Schultz, former CEO of Starbucks, an American coffee company, said, “Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does…”
The durability of a product enhances a brand. Honesty and reliability of a service move up a brand and bring referrals.
Book-keeping: Bookkeeping simply means the process of keeping records of all the financial transactions and events in your business. Many start-ups fail in this area and thus fail in many other areas. A start-up that does not keep proper records cannot attract venture capitalists or other forms of investors, who will always want to see the profit and loss account, income and expenditure, inventory (where necessary or possible) and other key information. If you don not keep records, it is impossible to plan well.
Nike Akande, president of Lagos Chamber of Commerce and Industry (LCCI), a two-time industry minister, advises small business owners to keep proper records and embark on aggressive marketing.

Angel James and peace Elemuo