Ever seen a small business billboard in Africa? You’ll know it when you do — because it tries to tell you everything… all at once.
“We sell phones, laptops, solar panels, car batteries, chicken feed, and airtime!” “We fix phones, install DSTV, do hair, AND we bake cakes!” “Branches: Harare, Chitungwiza, Rusape, Plumtree, Kariba… Just call us. Anytime.”
You’re not reading a billboard. You’re reading a classified section of the newspaper — printed onto metal.
Big Brands Keep It Simple****
Now contrast that with how big companies advertise. Take Delta, for example. You’ll see a massive billboard with just one word:
“Sprite.” Then someone holding a cold drink with a smile that says, “Life is sweet.”
No addresses. No phone numbers. No list of products. Not even a “We are located opposite Chicken Slice.”
Just confidence. Simplicity. Vibes.
Small Business Car? Rolling Billboard!****
Let’s talk about branding on cars. If a small business owns a car, forget paint — the vehicle becomes a moving poster.
The number is on the bonnet, boot, doors, windows — if they could put it on the tyres, they would.
Some even include slogans like:
“We deliver everywhere except Heaven.”
You’ll know everything about that business by the time the car passes you — Including their email, their cousin’s WhatsApp, and their ZWL price list.
Why Do We Do This?****
Because we think more information = more sales.
But in truth? Confusion doesn’t convert.
Big brands understand less is more. They sell one idea at a time. They don’t panic. They don’t shout. They seduce.
Small businesses? We try to do marketing and a CV at the same time:
“My name is Blessing. I fix phones. I fix laptops. I sell perfumes. I rent chairs. I’m available. Please call me.”
Bruh. Even Google needs time to process all that.
Dear Small Business Owner…****
You don’t have to tell us everything in one go. Your billboard is not a résumé. Your car is not a moving website.
Pick one product, say it well, and let the customer come discover the rest.
We know you sell more — but don’t scare us with an entire catalogue in font size 10.
Big brands whisper and win. Small brands scream and confuse.
So next time you design your billboard or your car stickers, ask yourself:
“Is this marketing… or am I just printing my life story?”
