The Branding Mistake That Keeps Small Businesses Stuck

00:00 Why people don’t really buy because of price
01:35 Building a brand as an immigrant entrepreneur
02:12 The businesses that survive start positioning early
03:21 Stop selling the price — sell the outcome
04:13 How to find a business idea in a new country
06:02 Turning your own pain point into a product
08:35 Why business forces you to do uncomfortable things
10:08 Why showing your face can grow your brand
13:00 How to find your real ideal client
26:06 Three branding mistakes every new business owner should avoid

Starting a business in a new country is exciting — but it can also feel overwhelming, confusing, and uncomfortable.

In this episode of Newcomer Network on U Multicultural Channel, host Jhocelin Gilbert speaks with Lynkie Kangethe, a brand strategist and author, about how newcomers and immigrants can build a strong brand, position their business, and connect with the right customers in a new market.

Many newcomer entrepreneurs focus first on the product, the logo, or the price. But Lynkie explains that people do not buy only because something is affordable — they buy because of the outcome, the solution, and the problem your product or service solves for them.

This conversation explores why branding is much more than a logo, how to identify your ideal client, why showing your face can help people connect with your business, and why positioning your brand early can make marketing and sales much easier.

Lynkie also shares practical advice for small business owners who may not have experience in branding, marketing, finance, or product development. From testing the market to understanding cultural differences, this episode is full of valuable insights for anyone trying to grow a business in Canada or rebuild their career after immigration.

Whether you are a newcomer, immigrant entrepreneur, small business owner, content creator, or someone dreaming of starting a business in Canada, this episode will help you think differently about branding, visibility, and confidence.

Watch the full episode of Newcomer Network on U Multicultural Channel and share it with someone building a business in a new country.