Brand strategist and business development expert, Mr Zed Scripture Oluwasesan has emphasized that trust remains the most valuable asset for businesses seeking long-term success, despite the growing pressure to gain visibility in today’s digital marketplace.
Speaking on the Trade FM Business Breakfast Briefing on Friday, June 12, 2026, Mr Scripture said that while visibility helps businesses attract attention, trust is what ultimately drives customer transactions, loyalty, and sustainable growth.
According to him, many entrepreneurs focus heavily on sales and online visibility while neglecting the foundations of brand building.
“Visibility gives you attention, but trust brings you the transaction and loyalty. People buy from brands they trust because nobody wants to waste their money,” he said.
Mr Scripture noted that businesses must consistently deliver on their promises to build confidence in the minds of customers. He explained that trust is earned when brands repeatedly provide the quality, value, and service they advertise.
Addressing the role of branding in business growth, he stressed that while sales generate immediate revenue, branding creates a structure that attracts customers even when the business is not actively promoting itself.
He also highlighted the increasing importance of customer loyalty in a competitive digital environment, warning that dissatisfied customers can easily switch to competitors with just a few clicks.
“Consistency is the currency of trust,” he said. “Customers are more likely to return to brands that remain visible, reliable, and committed to delivering value over time.”
On social media marketing, Mr Scripture encouraged businesses to focus more on educating and engaging audiences rather than constantly promoting products. He recommended an “80/20 approach,” where 80 percent of content provides value through education, storytelling, and inspiration, while only 20 percent focuses on direct promotion.
He further advised business owners to embrace customer feedback rather than fear it, describing reviews as valuable tools for growth and improvement.
“Never fear feedback,” he said. “Whether positive or negative, reviews teach businesses what to improve and help strengthen customer relationships.”
Speaking on the challenges facing small and medium-sized enterprises (SMEs), Mr Scripture argued that smaller brands should avoid competing with larger companies on size and instead focus on building stronger connections with customers.
“Small businesses have an advantage because they can connect directly with customers. Don’t compete in size; compete in connection,” he advised.
He also underscored the importance of customer service, describing it as “the brand in action.” According to him, poor customer service can damage years of brand-building efforts, while exceptional service strengthens trust and encourages customer retention.
As artificial intelligence and digital tools continue to transform business operations, Mr Scripture maintained that technology should enhance efficiency without replacing genuine human connections.
“Technology creates efficiency, but people still crave authentic human interaction,” he said.
Concluding the discussion, he urged entrepreneurs to prioritize quality and trust above quick profits.
“My advice to young entrepreneurs is simple: seek trust before profit. When customers trust you, profitability will follow. Focus first on quality, then visibility, and ensure every customer experience reinforces confidence in your brand.”
