An Overlooked Opportunity
As they drove back to the hotel, Sule leaned against the window, watching the city lights flicker past. Then something caught his eye.
“Slow down a bit,” he said, craning his neck. Kunle eased off the accelerator as Sule pointed at a faded banner fluttering on a fence.
“End-of-Summer Community BBQ & Food Festival – August 12th.”
Sule turned to Kunle. “This was right near your factory. How did you guys participate?”
Kunle barely glanced at the banner before shaking his head. “Nah. We were too busy.”
Sule frowned. “Too busy for a food event right next to your factory?”
Kunle exhaled. “Look, we had other priorities. And honestly, those things don’t always bring in sales. I didn’t see the point.”
Aminu, who had been silent for most of the ride, chuckled from the backseat. “When you have no time for marketing, you will soon complain about slow growth.”
Kunle shot him a look in the rearview mirror.
Sule folded his arms. “You know the biggest grilling event in London, right?”
Kunle raised an eyebrow. “Notting Hill Carnival?”
“Yes. Do you know how many suya vendors are there?”
Kunle nodded. “A few buy from us.”
Sule scoffed. “A few? Do you know how much suya is sold at that event? How many people travel from across the UK just to taste it?”
Aminu added, “Forget sales for a second. Imagine the brand exposure. That one event could get thousands of people talking about your suya mix. Yet, you’re sitting back and letting smaller vendors take all the attention.”
Kunle sighed. “I hear you, but—”
“No, you don’t,” Sule cut in. “You’re thinking like a supplier, not a brand. Big companies don’t just wait for retailers to sell their products—they create experiences that pull customers in.”
Why Community Matters More Than Ever
Aminu leaned forward. “You see, customers don’t just buy products. They buy stories, experiences, and trust. When you show up at events, sponsor local gatherings, or even host your own, you’re not just selling—you’re becoming part of their lives.”
Sule nodded. “Look at Nike. They don’t just sell shoes. They build communities through running clubs, athlete sponsorships, and social movements. Their customers don’t just wear the brand—they feel like they belong to something bigger.”
Kunle rubbed his chin. “So you’re saying I need to do more than just sell spices.”
“Yes,” Aminu said. “You need to create a community around your brand.”
The Power of Community-Driven Brands
Big companies understand this. They don’t just rely on ads; they build tribes of loyal customers.
Apple – Every product launch is a global event, and their keynote speeches feel like a community gathering. Apple users don’t just buy products—they identify with the brand.
Starbucks – They don’t just sell coffee. They create “third places”—a space between work and home where people connect.
Gymshark – Built a fitness empire by creating an online community of gym enthusiasts who proudly wear the brand.
Even smaller brands do this:
Afro Hair & Beauty Live – A UK-based event where haircare brands connect with Black consumers, showcase products, and build loyalty.
Street food markets – Vendors collaborate, cross-promote, and build a shared customer base rather than working in isolation.
How to Build a Community Around Your Business
You don’t need millions in marketing budget to do this. You need strategy.
Show Up Where Your Customers Are – Attend and participate in local and industry events. Don’t just sell—engage.
Create Shared Experiences – Whether it’s an online group, a pop-up event, or even a simple customer appreciation day, find ways to make people feel involved.
Encourage Conversations – Don’t just post ads. Create content that sparks discussion. Respond to comments. Make your customers feel heard.
Collaborate with Other Businesses – Partner with complementary brands. A spice company could collaborate with chefs, food influencers, or even street food vendors.
Host Your Own Events – Start small—a cooking demo, a tasting session, or a live Q&A. The goal is to bring people together around your brand.
Final Thoughts: The Real Secret to Sustainable Growth
Kunle’s mistake wasn’t that he lacked ambition. It was that he focused only on product quality and logistics, not relationships. But business isn’t just about what you sell—it’s about who you connect with.
Apple’s keynote speech? It’s not just a product launch. It’s a networking and community-building event. Fans, developers, and media all come together to experience something bigger than a new iPhone.
Imagine if your business could create that kind of connection—on a smaller scale.
The question is: How can you start building your community today?
Let’s Keep This Conversation Going!
If you’re a Nigerian entrepreneur in the UK—or anywhere else—building alone is tough. But you don’t have to do it alone.
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Let’s stop doing business in isolation—let’s build together. 🚀
