through painstakingly . They appreciate that successful brand building does not happen by chance .
The Marketing Discipline
Secondly the brand owners embrace the discipline of marketing and take it seriously . They know they cannot be everything to everyone and so segment their market precisely and position their product appropriately . They then align the p ’ s of marketing to the target audience . They leverage research to keep a pulse on the ever-changing dynamics of the market place more so the consumer whose tastes evolve as they respond to different stimuli or go through different stages in their lives . They appreciate that consumer insights are the Holy Grail in succeeding in a volatile and unforgiving marketplace .
Apart from formal research they also spend time outside the office (‘ kwa ground ’) going to where the customers are gathering useful insights . Dr Githinji Gitahi , CEO Amref Africa , hit the nail on the head in Business Daily interview , 9th February 2023 , when he said ‘ you cannot shave a man ’ s head in his absence . So , for example , if you are planning to change the lives of boys in Kakamega you cannot do it while in Nairobi , you have to be there and learn what they need ’.
Always On Toes
Thirdly the brand owners never rest on their laurels especially when they are doing well and they are on top of their game , profitably leading the market , the wind is behind their backs giving them a spring in their step . A Webinar interview hosted on Entrepereuner . com , by Timothy Chi , the founder and CEO of The Knot , a wedding planning company , talked about the need to ‘ stay paranoid for the Kiss of Death is staying comfortable . Therefore , always watch your back and review the competition and don ’ t take anything for granted ’.
These brands therefore appreciate that at all times they must be constantly scanning the everchanging business environment especially the PEST ( Political , Economic , Social & Technology ) factors . Changes in any of these brings with it opportunities as well as threats . They don ’ t want to miss any signals , some that come in full view like Goliath fearlessly clad in his full armour or stealthy almost deceptively , slyly like
Delilah . Missing the signals means missed opportunities or worse still threats that can bring a slow but sure demise .
As the environment changes so must the brands adapt . Kim Perrel , a serial entrepreneur and CEO of 100 . co a digital technology company that works with brands , pointed out the need for brands to pivot , to be innovative and change as the world around them evolves . Lack of pivoting can be fatal and she gave the examples of Kodak and Sears which went out of business .
I will give two examples of local companies that have pivoted . Davis & Shirtliff which started importing water pumps entered the energy sector selling generators and installing solar panels .
However , they stay true to their original core of being a very efficient logistics company where speed and accuracy are their competitive advantage . Bata Shoe Company too no longer just sells school shoes but has partnered with brands such as CAT , Bubble Gummers , Marie Claire , and Hush Puppies expanding their offer effectively targeting the whole family .
One area they watch keenly , apart from changes in consumer behaviour , is the rapid changes in technology . These brands appreciate that it is a double-edged sword . On one hand it provides opportunities to increase efficiency , provide better service to customers and target communication more precisely avoiding wastage but on the other if one fails to keep up they can lose relevance in the market place , Blockbuster being an example .
People And Teamwork
Fourthly long-lasting brands understand that it ’ s all about people and teamwork . They are nitty picky about who they hire and why . They focus relentlessly on building strong teams that are dedicated , well trained and motivated .
Cutting edge ideas that push the envelope , though risky , are encouraged and rewarded , for this is what it takes to build long lasting brands .
Critical as well is the need to select their business partners meticulously . They choose the best , push them to deliver and align with their values , they keep their part of the bargain and pay them well and on time . Partners include Communication , Research and PR agencies , as well as all those who supply them with inputs to those in charge of logistics . They invest in ensuring fruitful relationships acknowledging they cannot go it alone .
The Business Of Business
Lastly long lastly brands understand the ‘ business of business ’ for passion and determination alone cannot sustain a brand for long , the business has to succeed . They know how to make money for ‘ cash is king ’ and the lifeblood of any business . They price their products appropriately , extend credit carefully , collect their debts on time , take advantage of early payment incentives , and drive a hard bargain .
Conclusion
I will end by writing about succession planning . The owners of long-lasting brands put in systems and processes that ensure smooth succession when they are either too old to be effective or when they go yonder to meet their maker . Failure to put this in place has consigned , to the business grave yard , many brands both local and international and examples abound . Founders of such brands , who have built with their businesses through sweat and blood needlessly , stay far too long when their ideas are no longer relevant or when their mental and physical energies start ebbing . This is a sad and need not happen and Sunny Bindra and Carol Musyoka have written extensively on this topic in the Sunday Nation and Business Daily respectively .
As a marketer and I am sure it is always a joy to see our local brands doing well and in years to come when I am gone yonder someone will write about them , there are brands I am watching for they are ‘ making the right noises ’ in the market place . I have picked Equity Bank , Magnate Ventures , Vivo Fashion Group and Tintoria , the last two though need to cross borders . The future generations need to celebrate these and many others . ‘ Kazi Kwao '.
Robert Wamai is a trainer and advertising consultant , a passionate consumer advocate and believer in the power of brands . You can engage him on this or related matters via email at : Wamai . Robert @ gmail . com .