14/04/2026
IF PEOPLE DON'T REMEMBER YOU, YOUR PRICE DOESN'T MATTER
A few weeks ago in Abuja, someone I know was planning an owambe.
Not a small one.
A proper celebration, canopy tents, live band, hundreds of guests, the kind where food reputation can make or break the day.
So the conversation started.
"Who go cook the food?"
Immediately, names started flying around the room.
"Call Mama Bisi."
"No, use Sade Kitchen, she handled my cousin's wedding."
"Ah! That Mama Sade jollof still dey my head till today."
That’s how decisions are made in Nigeria.
Not from price lists first.
Not from Instagram ads first.
From memory.
From recognition.
Later that day, two caterers were considered.
Both skilled.
Both experienced.
Both capable of delivering good jollof rice.
Same menu.
Same confidence in their work.
But only one name kept coming up.
Not because she was the cheapest.
Not because she begged for the job.
Because people remembered her.
Someone had tasted her food before.
Someone had seen her brand name printed clearly on takeaway packs.
Someone had attended an event where her team showed up in matching uniforms.
Her name stayed in people’s mouths.
The other caterer?
Just as good.
Just as hardworking.
But when her name was mentioned…
People paused.
"Which one be that again?"
That small hesitation?
That was the moment she lost the job.
Not to a better product.
To a better memory.
Here’s the truth most business owners don’t want to hear:
In Nigeria, referrals don't come from quality alone.
They come from recognition.
Because when it's time to recommend someone…
Nobody says:
"Use the cheapest caterer."
They say:
"Use the one I know."
"Use the one I've seen."
"Use the one I've heard about."
That’s visibility at work.
Not noise.
Not luck.
"Memory".
How many times have you heard:
"Na that yellow keke I dey enter."
"Buy from that suya spot near Zenith Bank."
"Call that tailor wey dey wear black apron."
Notice something?
People describe what they remember.
Not always what is cheapest.
Not always what is closest.
What sticks in memory wins.
And this is where many hardworking founders get stuck.
You are improving your product.
Perfecting your service.
Showing up every day.
But people don’t remember your name clearly enough to recommend you.
So when opportunity comes…
Someone else is mentioned.
Not because they are better.
Because they are remembered.
Now pause for a moment and answer this honestly:
If someone asked your customer today:
"Who should I call for this?"
Would your name come out instantly?
Or would they say:
Wait… I think I know someone…"
That small delay?
That’s lost business hiding in plain sight.
Let me leave you with this question:
What's the last brand you bought from without thinking?
Not because you compared ten options.
Not because you checked prices.
But because their name was already sitting in your head.
That brand didn't just get lucky.
They invested in visibility.
Yours can too.
I'm Olaoluwa God's-Wealth Daudu
Brand Strategist/Creative Visual Director.
Follow me for more tips.
