malvernmugadzikwa
BRANDING challenges, especially in today’s competitive and ever-evolving business landscape, are numerous and complex.
Big Business Ideas
Stephene Chikozho
In an age where influencer marketing, personalisation and building a positive social impact are the new mantras of marketing, branding has become very important for businesses in Africa.
Marketing is changing, and so is branding.
Selling is out of fashion.
Relationship marketing and content marketing are now the in thing.
The rationale is that selling — which used to involve cold calling, advertising and spamming strangers with sales messages — existed to try to make people do something or buy a product.
Marketers have realised that people do not like being sold to and having their time used up by individuals with whom they have no common interests.
The new style of marketing uses a different logic.
Its rationale is that people do not want to read advertisements unless there is some added value in the form of content that they would have enjoyed reading anyway.
It is also an approach to marketing that relies on the idea of “client support”.
According to this new wisdom, the goal should be to help people by giving something away — expertise or a solution to a problem — in order to build brand equity.
When your potential customer is ready to buy, they will turn to you because they feel they already know you and think well of you.
In recent years, African consumer-facing brands have invested heavily in influencer marketing.
The rationale was that a young and relatable fashion blogger on Instagram, who had managed to amass a few thousand followers, could sell the products much more effectively and cheaply than those using more traditional methods. The key word used in connection with this approach is “authenticity”.
Brand owners felt young bloggers who love their brands and who are not professional marketers were trusted by their followers and had an aura of authenticity around them, which traditional sales methods could not match.
Branding challenges
1.Fake social media following
Ironically, and because nothing is ever as straightforward as it first appears, some of the young influencers turn out to be less than completely authentic, buying thousands of followers in the form of fake accounts to make their reach seem larger.
A larger reach enables them to charge huge fees to brand owners, whose products they then promote to a somewhat fictional audience.
Although some discerning brand owners have now become aware of this practice and are more careful about spending money on influencer marketing than before, the practice persists.
As such, creative agencies, which act as intermediaries between brand owners and influencers, have now developed methods to ensure only the most authentic influencers are on their books.
2.Fragmented media landscape
The proliferation of digital channels and social media platforms has fragmented the media landscape, making it difficult for brands to reach and engage with their target audience effectively.
Brands need to navigate this landscape and find the right channels to connect with their customers.
3.Consumer empowerment
Consumers today have more power and control over the brands they interact with. They have access to information, reviews and opinions, which can significantly impact a brand’s reputation. Brands need to actively manage their online presence and engage with customers to build trust and loyalty.
4.Brand authenticity and transparency
Consumers are increasingly seeking authentic and transparent brands that align with their values.
Brands need to be genuine in their messaging, actions and social responsibility efforts to build trust and credibility.
5.Evolving customer expectations
Customer expectations are constantly evolving and brands need to adapt to meet these changing demands.
Customers expect personalised experiences, seamless omnichannel interactions, as well as fast and convenient services. Brands need to invest in technology and innovation to meet these expectations.
6.Sustainability and social responsibility
Consumers are becoming more conscious of environmental and social issues, and they expect brands to take a stand and contribute positively to society.
Brands need to integrate sustainability and social responsibility into their business practices and communicate their efforts effectively.
7.Data privacy and security
With the increasing reliance on data-driven marketing strategies, brands need to ensure the privacy and security of customer data. Brands must comply with data protection regulations and build trust by being transparent about data collection and usage.
8.Brand consistency across channels
With multiple touch points and channels available, maintaining brand consistency is crucial.
Brands need to ensure their messaging, visual identity and brand experience are consistent across all platforms to build a strong and recognisable brand.
9.Increased competition
With globalisation and the rise of e-commerce, brands are facing intense competition from both traditional and online players.
Standing out and differentiating themselves from competitors is becoming increasingly challenging.
Defining your brand’s purpose, values and unique selling proposition is vital.
This will help differentiate you from competitors and create a strong brand identity.
Be willing to adapt and evolve your branding strategies as needed. Stay abreast of industry trends, consumer insights and technological advancements to stay ahead of the competition.
Overall, by anticipating present-day and future challenges, businesses need to be agile, adaptable and customer-centric to navigate branding challenges successfully and build a strong and resilient brand presence in the market.
Stephene Chikozho is the managing director of Urbane Create Agency — a strategy, marketing and advertising agency. He writes in his personal capacity. You can follow him on social media (Instagram, Facebook, Twitter, LinkedIn), WhatsApp +263772409651 or email [email protected]
Bongani Ndlovu
Online Reporter