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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