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Branding with Impact – Tips from Women Entrepreneurs in Africa

For women entrepreneurs in Africa, it isn’t enough to simply launch your business. You also need to build your brand in order to attract your customers. Your brand encapsulates the identity of your business, and will ideally form a strong connection with your target audience. At Lionesses of Africa, Raksha Mahabeer suggests you develop your brand by asking, “Imagine your business was a person…. What would she look like? How would she talk? What would she say?”

Here are some more tips from women entrepreneurs on branding your African business.

Focus on What’s Meaningful When Building Your Business Brand: Raksha Mahabeer is co-owner of SummerTime, a creative studio specializing in design, branding, and marketing. She helps women entrepreneurs develop a meaningful, memorable, and consistent brand. At Lionesses of Africa, Mahebeer explains, “You need to have a clear vision of how to create your brand, and what your brand stands for and promises.” A meaningful brand, writes Mahabeer, has impact. “It has purpose. It makes you feel something…. It tugs at your heart. Often, it is something that captivates and motivates.”

Draw on What Customers and Clients Say About You: Oshione Igwonobe produces and supplies 100% fresh juice as the Juice Lady. Though her clients now include top retail outlets, she started out quite simply, delivering juices to offices with her cooling bag. “People didn’t know my name or the brand name at the time, so I was simply referred to as ‘the juice lady,’” says Igwonobe at ynaija.com. “The name just stuck, and I resolved to build a brand around it.”

Given that Igwonobe’s clients now include Café Neo, Farm City, and Bonjour Bakery, the idea was clearly a successful one. The title also reminds Igwonobe of the early days of following her dream, and, in turn, this emotionally empowers her. As a result, she keeps her cooling bag with her constantly. For Igwonobe, it’s an important reminder. “If I could come this far, I can overcome the challenges that life throws my way,” she said.

Strengthen Your Brand by Telling Your Stories: Emma Tandoh is CEO of Outspoken Edge Limited, a registered digital marketing and content development business, offering its services to women-led businesses in Ghana and across Africa. Tandoh explains at Lionesses of Africa, “We believe that, in order to engage a brand or business’s audiences, we need to tell succinctly and aptly their true and compelling stories of their business and what they represent—and who best tells stories but a woman?” When a business tells its stories, adds Tandoh, it tells its audience who that business is. This can “immediately establish a value proposition that is unsurpassed, [and also] connects and establishes loyalty.”

Don’t Forget Your Personal Brand: Eva Muraya is CEO of an award-winning regional integrated marketing communications consultancy firm called BSD Group. Muraya, who has over 20 years of experience in diverse brand strategy development, highlights the importance of each entrepreneur’s personal brand. “Build your personal brand as an entrepreneur around a character that can be respected and trusted by employees, clients, and business partners,” she says at ThinkBusinessAfrica. Muraya also advises entrepreneurs to build “soul” into their businesses and invites them to engage with their community “at whatever strategic level.”

A strong brand communicates your business’ meaning, purpose, and integrity. Personal branding, storytelling, and heart can help women entrepreneurs in Africa build a strong brand for their ventures—one that will attract the clients and/or customers they most wish to serve.

--Chimuka Moore
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