Marketing
Brand Marketing For African SMME ’ s
By Prof . Kellen Kiambati
Small , Medium , and Micro Enterprises ( SME ) play an important role in Africa ' s socioeconomic development , accounting for 80 % of the continent ' s employment and 50 % of GDP . However , many of them struggle to establish a strong brand presence . Effective branding is essential for the success and sustainability of SME ' s . During the 2023 MSME Forum in Addis Ababa Ethiopia , one of the challenges that came to the fore that SME ’ s face was identified as entry to market and one of the key contributors is lack of a data-oriented marketing strategy .
There is a lot that SME ’ s can gain from investing in a little marketing . In all the funding opportunities presented to SME ’ s , most of them are centered around capacity building , financial literacy , and other business development strategies , however not all speak to Marketing . We live in a digital world , where perception is based on visual and commentary . A strategic , well curated content marketing strategy can contribute significantly to the growth of an SME from both a revenue point and brand equity .
A strong brand is essential for a business to stand out and keep its promises to customers . Many small businesses offer the same service and have similar products that offer similar benefits , so it is imperative for a company to create an exclusive identity that will set it apart from its competitors .
This is also one of the major differences between African brands and the global brands , however , there are African brands who have invested into building brands , but mostly in the fashion , lifestyle and alcohol industry such as Nack Apparel ( Nigeria ), Rich Mnisi ( South Africa ), Collections by BK Proctor ( Botswana ) and many more . When you take a peep into these brands digital footprints it will be evident how much they invest into their content marketing strategies .
One thing that also makes them stand out is how uniquely they tell the story of our country brand through their clothing - which is the core of branding , telling
YOUR story YOUR way . Understanding the importance of branding strategies tailored for SME ' s operating in the African market is imperative . Other industries such as agriculture , textiles , water purification , processing and more are still lagging when it comes to marketing .
SMEs are entering spaces where other people are already trading or operating , so it is important for them to have the right reputation for them to be successful and attract the right client base ; they need to have what it takes to help them stand out and look different .
One may ask themselves why Branding is such an integral part for SME success . There are numerous benefits and hereunder are some :
Building Trust and Credibility
Consistent Visual Identity : Developing a cohesive visual identity , including a logo , color palette , and typography , helps in creating a professional and trustworthy image for the business .
Branding is a powerful tool that SMME ' s can use to build trust , differentiate themselves , connect emotionally with customers , influence purchasing decisions , leverage digital platforms , enhance their competitive advantage , and reflect their company values , ultimately contributing to the sustainable growth and success of their business .
Quality Assurance : Branding can convey a commitment to quality , reliability , and consistency , which are essential for building trust among customers and stakeholders .
Differentiation from Competitors
Unique Value Proposition : Effective branding enables SME ' s to communicate their unique value proposition , distinguishing themselves from competitors and carving out a distinct market position .
Brand Personality : Creating a strong brand personality helps in making an
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