Marketing
Why African Brands Must Start Selling Identity
By Raphael Kioko
Why do people feel compelled to buy the newest model of their flagship smartphone even when their current flagship is functioning perfectly well?
More precisely, why are you( or someone you know) eager to own the new Samsung Galaxy S26 Ultra, even though your Galaxy S25 Ultra is serving you just fine?
Each year, the release of a new flagship smartphone generates widespread anticipation across Markets, as Rumours circulate months in advance. Technology influencers speculate about design changes and new capabilities. When the highly anticipated device finally launches, social media platforms are flooded with unboxing videos, comparisons, and passionate debates about which brand is superior.
Eventually, most people ditch their old model for the new one. However, in most cases, the technical differences between the new device and the previous generation are incremental rather than revolutionary. The camera might capture slightly sharper images. The display may offer marginally higher brightness. Processing power increases modestly. But, from a purely functional standpoint, these improvements hardly justify replacing a perfectly capable device.
Nevertheless, millions of consumers do exactly that, and this is more so for Samsung ' s flagships and Apple’ s iPhones. So why! The explanation is rather psychological. It is an identity issue that reflects a common trend in which consumers seek to reinforce their identities as a‘ Samsung user ' or ' iPhone user’.
This dynamic has also shaped what appears to be a widespread rivalry between‘ iPhone users’ and‘ Samsung users’, which is largely artificial, conceived and propagated in the marketplace. This rivalry is manufactured and amplified by tech influencers, leading to two distinct and proudly defended identities.
Meanwhile, behind the scenes, the relationship between the two companies( Apple and Samsung) is far more collaborative than many users realize. Samsung manufactures several key components used in Apple devices, including the OLED display panels found in many iPhones.
The true battleground is therefore beyond the presumed technological capabilities
Values are central to identity. Brands that visibly contribute to social good allow consumers to express ethical and community-minded identities through their purchases. This approach enables consumers to notice and identify with values such as empowerment, social responsibility, and pride in Africa’ s future.
( Features) to consumer identity. Over time, the two brands have successfully persuaded millions of people that the device they carry reflects something about‘ who they are’. Being an“ iPhone user” or a“ Samsung user” has evolved into a subtle signal of lifestyle, values, and alignment with a certain‘ tribe’.
And honestly, I think this is smart- These brands have perfectly nailed the concept of‘ identity’ Marketing.
Identity marketing goes beyond the widespread product-focused marketing communication that centres on features and functionality. Companies often highlight aspects such as superior durability, performance, price, and convenience. The underlying assumption in this approach is that‘ if consumers understand why a product is better, they will choose it.’
While this logic still holds to some extent, it has become increasingly insufficient in highly competitive markets. For instance, today, technological innovations are moving rapidly, and competitors can replicate improvements quickly. As a result, a feature that differentiates one product today may become a standard across the industry within days. Consequently, differentiation based solely on capability and functionality has become difficult to sustain.
Modern brands, therefore, must compete by representing what their products embody, thereby adopting an identity marketing approach. So how can most of the local and homegrown brands, who are still solely relying on‘ Product Marketing Communication’, catch on?
Making The Shift To Identity Marketing
Cultivate visible and authentic brand tribes
Brands should cultivate influencers who are genuine believers rather than paid promot-
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