identity , continues to grow by sticking to its values and engaging its audience in a way that feels genuine .
With Gen Z , it ’ s less about sealing the deal and more about signing a long-term contract . You ’ re not just in the business of selling - you ' re in the business of building trust . And trust doesn ’ t happen overnight .
Finance Folks , This One ’ s for You : ROI Isn ’ t Immediate , and That ’ s Okay !
Here ’ s the elephant in the room : finance professionals often view brand marketing as a black hole - money goes in , but when does the return come out ? The truth is , brand marketing doesn ’ t yield immediate returns , and that ’ s okay . It ’ s an investment in long-term growth , not a quick-fix tactic .
To understand this better , think of it like investing in a retirement fund . You don ’ t expect a significant payout in the first year , but over time , with patience and consistent contributions , you ’ ll reap the benefits . Similarly , brand marketing builds equity . It ’ s about developing a reputation that consumers can trust and recognize , and that ultimately drives future sales .
Take iconic African brands like MTN or Dangote Group . MTN has built a reputation for connecting people across the continent , while Dangote Group has positioned itself as a trusted provider of essential goods like cement and sugar . Sure , they have strong marketing campaigns , but it ’ s the power of their brands that allows them to dominate their industries . When people choose MTN or Dangote products , they ’ re not just buying a service or product - they ’ re buying into a brand they trust and believe in .
Both brands didn ’ t achieve their dominance by focusing solely on shortterm marketing strategies . Instead , they invested heavily in building a strong , reliable brand that resonates with their customers over time . The return on brand marketing , while not immediate , has manifested in long-term customer loyalty , market leadership , and the ability to charge premium prices .
So , finance teams , rest assured : the investment in brand marketing might not yield immediate , tangible returns , but it will pay off in dividends over time . It ’ s like planting a tree - you don ’ t get to sit under the shade right away , but eventually , it will provide lasting benefits .
Spend Smarter , Not Looser : Marketers , It ’ s Time for a Strategy Shift
Now , marketers , let ’ s have a heart-to-heart . Just because brand marketing is crucial doesn ’ t mean you should be throwing money at every shiny new campaign . Strategic spending is key .
The temptation to spend loosely can be strong - especially with trendy platforms and influencers that promise instant visibility . But here ’ s the deal : building a sustainable brand requires smart investment , not just a big budget .
Take , for example , a brand that spends millions on a single celebrity endorsement but doesn ’ t have the infrastructure or messaging to back it up . You ’ ve seen it happen - flashy campaigns , lots of buzz , but little long-term impact . Why ? Because they didn ’ t invest in a cohesive strategy that aligns with their brand identity .
Take , for example , a brand like Safaricom , which has grown through thoughtful , value-driven campaigns . Safaricom didn ’ t just throw money at random advertising tactics ; they invested in M-Pesa , a mobile payment service that addressed a genuine need in the market - financial inclusion . By focusing on creating meaningful change in the lives of their consumers , Safaricom built brand loyalty that went beyond just selling a product .
They didn ’ t just chase short-term gains . They invested in consistent messaging that aligned with their brand identity , delivering innovation and empowerment . And it worked . Spend wisely , marketers . Don ’ t be the kid who spends all their allowance on candy and wonders why they ’ re broke the next day ...
How to Balance the Brand & Sales : The Best of Both Worlds
Some might argue that in the fast-paced world of business , focusing too much on branding means ignoring short-term sales . But the truth is , it doesn ’ t have to be an either / or situation . You can ( and should ) balance both brand marketing and sales .
Understanding the customer journey is key . At various points in that journey , consumers are looking for different things . Sometimes , they ’ re ready to convert , and that ’ s where your traditional marketing efforts come into play . Other times , they ’ re in discovery mode , learning about your brand and deciding if they want to engage with you in the long term .
It ’ s like a see-saw - lean too hard on one side , and you ’ ll end up flat on the ground . A successful marketing strategy knows when to play the long game with brandbuilding and when to push for sales . Finding that balance ensures you ’ re not just making short-term profits but also securing long-term customer loyalty .
The Future of Marketing : Brand Power Will Prevail
Looking ahead , it ’ s clear that brand marketing will continue to be the game changer . As Gen Z takes over the consumer world and demands more authenticity , the brands that thrive will be the ones that invest in themselves - not just in flashy ads or one-off campaigns but in building a meaningful connection with their audience .
The future of marketing isn ’ t just about selling a product - it ’ s about creating an experience , fostering trust , and building a community that wants to engage with your brand for years to come . Those who invest in brand marketing today will be the ones still standing tomorrow . Betting on Brands is Betting on the Future .
So , to all my marketers , finance folks , and brand enthusiasts out there - it ’ s time to start thinking of brand marketing as the long game . It ’ s not a cost ; it ’ s an investment . And while you may not see the ROI overnight , rest assured , it will come . In the future , when everyone else is scrambling for sales , you ’ ll be the one standing tall , having built a brand that people love , trust , and return to .
After all , it ’ s time to invest in brands now so you ’ re not left asking , “ What ’ s the brand-damage ?” later .
Poppy Lydia Sello is a Botswana based strategic-thinking Communications and Marketing professional currently serving as the Communications Strategy Officer for Botswana ’ s Number 1 Telecommunications Company - Mascom . You can commune with her via email at : Poppylsello @ gmail . com .