When you think of branding, what comes to mind? For many new businesses in Kenya, the first thing that pops up is likely a logo, maybe a tagline or two. But branding is so much more than that. It’s the story you tell, the experience you provide, and how your customers feel about you. It’s about how your business communicates its values and vision at every touchpoint. For startups in Kenya, understanding this early and getting it right from day one could be the difference between surviving the market or becoming another forgotten name. Let’s explore why new businesses need to pay more attention to branding and how successful companies, both local and global, have done it right.
A Common Misconception: Many new businesses in Kenya often make the mistake of focusing too much on the product or service they offer, thinking that good quality alone will drive success. And while product quality is crucial, it’s only one part of the puzzle. What many fail to realize is that a product without a compelling brand story can quickly fade into the background. The essence of your business is not just in what you sell, but in how your customers perceive you.
Take Safaricom for example. While its iconic green logo is widely recognized, it’s the brand’s messaging that has truly set it apart. Safaricom is not just a telecommunications company; it has positioned itself as a cornerstone of Kenya’s digital transformation. Its commitment to social responsibility, innovation, and making a tangible impact in everyday life has shaped its identity. It’s a company that’s constantly in touch with its customers’ evolving needs, helping to bring about changes in areas like financial inclusion with M-Pesa. This approach is what makes Safaricom more than just a service provider—it’s a brand Kenyans trust, feel loyal to, and consider a part of their lives.
Branding Goes Beyond a Logo: Think of branding like a person. A logo is simply their face, but the brand’s personality, values, and actions are what define who they are. It’s about how they communicate, how they make others feel, and the relationship they build with their community. When you establish your brand’s personality and values from the start, you’re setting a foundation that can influence everything—how you market your product, how you engage with customers, and how you scale.
Consider Twiga Foods, a relatively new player in Kenya’s agricultural space. They’ve done an excellent job of crafting a brand that speaks to both efficiency and sustainability. Their focus on the local farmer and the promise of bringing fresh produce to the urban consumer in a more transparent and accessible way is at the core of their branding. The way Twiga communicates these values has helped them gain not just customers, but advocates—people who believe in what they stand for.
Building the Right Internal Culture: One of the often-overlooked aspects of branding is how your internal culture influences the message you project externally. Employees are the first brand ambassadors. If they don’t buy into the brand’s values, they won’t be able to communicate them convincingly to customers. Strong branding comes from within, from a company culture that reflects the brand’s core identity.
Take Innocent Drinks in the UK as an example. Their cheeky, fun approach to marketing isn’t just a clever ad campaign—it’s a direct reflection of their internal culture. The team at Innocent is encouraged to be creative, quirky, and down-to-earth, and that spirit comes through in every aspect of their branding. By building an internal culture that aligns with their brand, Innocent has built a brand that feels genuine and relatable to its audience.
Branding is about Consistency: A crucial aspect of successful branding is consistency. Your brand must speak with one voice across all channels—whether it’s your website, social media, or customer service interactions. Without consistency, your message gets diluted, and customers can become confused about what your business really stands for. Safaricom’s consistency, for example, isn’t just in its logo but in the messaging around its customer-first approach, its corporate social responsibility initiatives, and its innovation-driven agenda. This consistency makes it easy for customers to connect with the brand and builds trust.
Jumia, Kenya’s leading e-commerce platform, also understands the power of consistency. From their vibrant ads to their streamlined website and user-friendly app, Jumia has built a cohesive brand that resonates with its audience. Their messaging consistently emphasizes convenience, affordability, and accessibility—values that customers can immediately identify with and trust.
Aligning Your Brand with Your Values: When it comes to branding, authenticity is everything. Today’s consumers are savvy—they can tell when a brand is being insincere or jumping on a trend just for the sake of it. That’s why it’s crucial to align your branding with values that truly matter to you and your audience.
Nike’s long-standing partnership with athletes like Serena Williams is an example of how a brand can stay true to its core values of performance and empowerment. Their “Just Do It” campaign, which has resonated with people all over the world, is a perfect reflection of Nike’s brand identity. It’s about overcoming obstacles and pushing beyond limits—values that are consistent across their products, partnerships, and advertising.
In Kenya, KCB Bank has similarly aligned its brand with values of financial empowerment and community support. Through initiatives like the KCB Foundation, the bank has been able to connect with customers on a deeper level by demonstrating that its focus is not just on profits but also on helping Kenyans achieve financial independence.
Branding is so much more than the logo or a catchy tagline. It’s the foundation of everything your business does and the story you tell the world. For new businesses in Kenya, understanding the power of branding and getting it right from the start is crucial. Whether you’re a tech company, an e-commerce platform, or a local startup, investing in your brand identity will help you create meaningful connections with your customers, stand out in a crowded market, and build a legacy that lasts.
By looking to successful local brands like Safaricom, Twiga Foods, and Jumia, and drawing inspiration from global examples like Nike and Innocent Drinks, Kenyan businesses can start crafting a brand that truly resonates with their target audience and sets the stage for long-term success.