Brand and communications strategist Omojola Seun-Ojerinde has challenged the long-held belief that entrepreneurs should not consider friends and family as part of their business target audience, describing the idea as incomplete and potentially misleading.
In a recent professional commentary, Seun-Ojerinde argued that close networks should not be dismissed outright but recognized as valuable early-stage stakeholders capable of shaping a brand’s growth through feedback, advocacy, and visibility.
She explained that beyond emotional support, friends and family often serve as brand validators and early adopters, particularly during the formative stages of a venture. Unlike general consumers who may disengage after a poor initial experience, personal networks are more likely to offer constructive feedback and remain engaged as a product evolves.
Seun-Ojerinde also noted that early community support can significantly reduce marketing costs while strengthening credibility. Citing the launch of fashion entrepreneur Derinfromisaleeko’s clothing line, she observed that public support from close associates provided the brand with momentum, relatability, and social proof.
She further emphasised that trusted supporters often become organic ambassadors, promoting brands through genuine referrals and word-of-mouth long before formal marketing structures are in place.
However, she cautioned entrepreneurs against relying solely on personal relationships for growth. According to her, support must be earned through quality and clarity. “Your product must be right, your positioning must be clear, and your brand experience must be solid,” she said, urging founders not to take the absence of visible support personally.
She concluded that while friends and family can form part of a brand’s foundation, sustainable growth requires building a business strong enough to attract a wider audience.
“Excellence eventually attracts its own audience — friends, family, and strangers alike,” she stated.
