Marketing
Local Branding Must Drive Success Of AfCFTA
By Andrew Walyaula
The African Continental Free Trade Area( AfCFTA) promises to transform trade across the continent by reducing tariffs, simplifying regulations, and opening markets to African goods and services. Yet, the success of this historic trade agreement depends on more than just market access. For AfCFTA to deliver sustainable jobs, investment, and economic resilience, African businesses- especially small and medium enterprises- must compete not only on price but on identity, trust, and quality. In other words, strong local branding must form the backbone of continental trade.
Local branding matters because it builds trust. A recognizable and trusted brand reduces the friction of cross-border transactions. Buyers are far more likely to purchase packaged foods, skincare products, technology, or manufactured goods from a brand they know than from an unknown supplier in another country. In regions where logistics, regulatory compliance, and payment systems are still evolving, brand recognition serves as a critical form of risk reduction for importers and consumers alike.
Currently, intra-African trade accounts for roughly 15 to 16 percent of the continent’ s merchandise trade, leaving a vast opportunity for homegrown products to circulate regionally rather than being overshadowed by imports. Strong African brands are the key to unlocking this potential.
The economic opportunity is immense. AfCFTA could raise incomes across Africa and create millions of jobs if complementary measures are taken to support businesses. But these benefits will not materialize automatically. African producers must meet consumer expectations, adhere to quality standards, and establish a reputation that can travel across borders. Branding plays a decisive role in achieving these goals.
Despite vibrant entrepreneurs and highquality products, African brands still occupy a small share of the continent’ s most recognized marques. While successful examples exist, such as Safaricom’ s M-Pesa, Dangote, MTN, and Ethiopian Airlines, these remain exceptions rather than the rule. Scaling such success across multiple sectors and countries requires deliberate action from both policymakers and the private sector.
Africa’ s rapid digital and mobile technology adoption provides a powerful tool for brand growth. Social media and mobile platforms allow small businesses in cities like Lagos, Nairobi, Accra, and Kigali to showcase their products, story, and quality to buyers across the continent. Mobile connectivity and widespread smartphone access have dramatically expanded the potential reach for digital brand experiences and e-commerce, enabling investments in branding to deliver faster and more widely than ever before.
To fully leverage AfCFTA, local branding must meet four essential objectives. First, it must ensure consistent quality and compliance with regional standards, so products like Mozambican peanut butter or Rwandan soap can move across borders without rejection. Second, branding must communicate a compelling story of provenance, highlighting ethical production, community impact, and environmental responsibility. Third, it must reduce transaction friction, building trust with importers and wholesalers, thereby unlocking working capital and distribution partnerships. Fourth, it must embrace a digital-first approach, using mobile payments, influencer marketing, shortform video, and local-language content to build loyal consumer communities.
Governments, development partners, and industry leaders all have roles to play in strengthening local branding. Governments should invest in infrastructure such as export quality labs, packaging support, geographicindication frameworks, and streamlined registration for small businesses. Public funding and tax incentives for marketing, research, and e-commerce readiness can help small enterprises overcome high upfront costs.
Regional bodies and trade associations can introduce“ brand passports” that harmonize certification across countries, making it easier for products approved in one nation to be accepted in others. Financial institutions should link loans and working capital to branding milestones, enabling companies to scale production and marketing. Established African businesses can mentor emerging brands through supplier development programs, co-branding opportunities, and white-label arrangements that expand small producers into regional supply chains. Cultural institutions, media outlets, and content creators can amplify authentic African brand stories, building consumer trust and preference.
Strong local brands will help AfCFTA deliver tangible benefits. Market access alone does not guarantee sales; branding converts policy into purchase decisions, turning trade agreements into shelf space, repeat buyers, and lasting reputational capital. African governments and businesses must treat branding not as an optional expense but as a strategic, continent-wide infrastructure investment. By investing in standards, digital platforms, financing, and storytelling, AfCFTA can do more than move goods across borders; it can make African brands recognized and trusted across the continent, from Cape Town to Cairo.
Waliaula Andrew is a Business Journalist and Author. You can commune with him on this or related issues via email at: Waliaulaandrew0 @ gmail. com.
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