When judged on market size, Ghana is often overlooked by brands looking to expand across Africa. At 26 million people, it is dwarfed by its almost-neighbour and giant of West Africa, Nigeria. But Ghana is an attractive market in which to grow brands.
It was the world’s tenth fastest growing economy in 2013. It is politically stable, with a mature and entrenched democracy. It has natural and mineral resources, and a large working population – only about 11% of Ghanaians are unemployed, which is less than half the unemployment rate of South Africa.
Ghana ranks highly for ease of doing business, has enjoyed decades of good economic management and is an upper-middle-income market relative to the African average. It has the fastest internet speeds on the continent, although internet penetration remains low. And it provides a spring-board to neighbouring West African markets.
These facts are the reason that foreign investment is high and competition is increasing. But opportunities remain for brands to build meaningful and profitable relationships with consumers in this rising star of Africa.
As with any country, relevant marketing is impossible without a decent understanding of the commonalities and differences between different groups of consumers. Generalised traits are useful only so far as they give a flavour to the whole market.
The general picture of Ghanaians is that they are friendly and laid-back people, giving the country a much more relaxed atmosphere than bustling Nigeria.
Ghanaians are extremely optimistic, with 97% of them believing they will be better off in two years. The country is linguistically diverse, but English is universally understood and Akan, widely spoken.
Brands Getting it Right
Intel used ethnography to understand the drivers of status and influence, and discovered that to win in the tech category in Ghana you need to build relationships with Ghanaians in London – who influence the market back home.
South African retailer Shoprite is growing rapidly in Nigeria, Ghana and Angola – proving that ‘access to better value’ is a powerful driver of consumer behaviour in these markets
We have illustrated a few brand-building tips with examples from two archetypal Ghanaians, each drawn from prominent segments in the country. Kwame is a 26 year old researcher in Accra.
He is SEC C+, has every tech gadget available, loves watching football and spends weekends with his friends as his family lives out of town. Eunice is a single mother juggling work and family life in Tamale. She is SEC B and does quite well financially.
Brand-Building Tips: What to Do
Ghana still has a way to go in developing human capital, so invest in people. Attract, retain and train the best local talent. Eunice, for example, is serious about self-improvement and would be fiercely loyal to a company that encouraged her to further her studies.
Understand what local pride means to your customers. Kwame’s favourite sports team is Chelsea, and he reads British and American blogs to keep up to date with tech trends, but he is proud of Ghana and wouldn’t use a global brand that speaks arrogantly about its provenance being somewhere other than Ghana.
Segment your customers with needs-based research. Listen to what’s important to your customers and don’t assume anything. Eunice is a mother, but she works hard and gets frustrated by businesses that don’t stay open after office hours.
Build platforms to allow customers to get together and contribute to the success of the country in sociable ways. Kwame sends money home to his family every week and would love the opportunity to help build a school in the community they live in.
It requires an insightful understanding of the needs and aspirations of Ghanaian consumers, as well as the right attitude and respect towards local culture and social dynamics. It’s hard work to get right, but the rewards are well worth the effort.
3 Things Taylor Swift Can Teach Entrepreneurs About Reputation Management
Taylor Swift makes certain not one of her fans feels like a number, which is part of why she has more fans than she could possibly count.
How do you get customers to notice the release of a new product? If you’re Taylor Swift, you delete your social media history and then drop a video of yourself in a $10 million diamond bath. Although it’s a bit unorthodox, her approach worked.
The “Look What You Made Me Do” video racked up more than 43 million views in 24 hours, according to Variety – crushing the record for views of a debut video. By the time it became available through streaming services, Swift’s Reputation album had already spent three weeks in the Billboard 200’s No. 1 spot.
What made Swift’s album release so massive? She knows her fan base well enough to create exactly the type of hype her millions of followers respond to best. Brands can follow suit by looking for opportunities to get the attention of their own fans.
Swift’s fans follow her religiously on Instagram, but if, say, General Electric deleted its Instagram posts, few people would notice and even fewer would care. Entrepreneurs should first find out where their customers are and what they care about in order to figure out the best way to get them to take notice.
What’s the customer experience ‘end game’?
Customers want to feel like they matter, but all too often, they end up feeling like little more than a number. This feeling isn’t unjustified. What’s the first thing the typical business does when it gets a new customer? It assigns that new customer an account number.
Swift differs from a typical business by looking at her customers as unique individuals, even though her millions of fans far exceed the number of customers of a typical business. Swift broadcasts general information to all her followers, of course, but she also goes out of her way on an almost daily basis to engage at an individual level with at least some of her fans.
In a world where the bar for the customer experience is so low that even the most skilled limbo dancer couldn’t slide beneath it, the way businesses interact with customers is more important than ever. Businesses often use size to justify their lack of a positive customer experience.
While a start-up can offer customers a personalised interaction at the beginning, many businesses find it difficult to keep individualised attention and care a priority as they start to add more customers and hire more employees. There are ways to keep the focus on customers’ experiences, though, and Swift’s success in doing this at scale offers three great lessons:
1. Stay true to the “customer comes first” philosophy
Never forget that a company’s success grows directly from the relationship with its “fans.” Swift is under no false illusions. The second her fans decide to stop listening to her music, her career is over. This is why she goes out of her way to cultivate her relationship with her fans on a daily basis.
Her Tumblr page is a prime example of how she takes fan engagement seriously, and she uses the platform to interact with fans on a regular basis by following their pages, commenting on conversations and even sending flowers to fans who need a pick-me-up.
The same must be true of every employee in a company. If the people who come into contact with customers don’t understand and share the enthusiasm for creating a remarkable customer experience, the “customer comes first” philosophy isn’t being put into practice on the front lines.
Never forget that customers are a brand’s fans, and they keep companies in business. Every employee plays a role in making customers feel special and appreciated.
2. Forget the old way of doing things
For her most recent concert tour, Swift announced a change in how ticket purchasing will work. Rather than follow the traditional “first come, first served” model – which invites bots to snatch up tickets before actual people can purchase them – Swift’s fans will be allowed to compete for a ranking through Ticketmaster’s Verified Fan programme.
In this model, if a fan exhibits increased engagement by signing up for Swift’s newsletter and sharing about her on social media, the fan is able to purchase better tickets to the concert.
Like Swift, constantly be on the lookout for fun and engaging ways to let customers know that their business is valuable. This will take creativity and may require extra effort, but the response from customers will be worth it.
3. Reward raving fans
Many entrepreneurs worry that if they can’t create a remarkable experience for every customer, it would be unfair to do so for any customer. This means that no customer ends up having a remarkable experience.
Related: How Not to Commit Reputation Suicide
Swift refuses to get tied up in such limited thinking. In 2014, she undertook a project to study the social media accounts of a few of her “superfans,” learning what they liked, who they were friends with, where they worked and other personal details.
Swift then went shopping for Christmas (or “Swiftmas,” as it came to be called) gifts for those fans. These exceptional personalised gifts, sent to only a few dozen fans, were seen by the rest of her fan base as an incredible act of kindness. That made them love her even more, even though they weren’t direct beneficiaries of this special treatment.
Showering your best customers with extra love isn’t unfair to the rest. Set the bar for customer experience high across the board, but do something extra special for your most loyal fans. They deserve it, after all, and there’s no better way to convince a customer “fan” base that they really are more than just a number.
This article was originally posted here on Entrepreneur.com.
(Infographic)Top 10 Reasons To Rebrand Your Business
In order to grow, sometimes you’ve got to go back to the drawing board.
Businesses often need to rebrand, and it can be a result of many reasons, including international growth, new management, a bad reputation or an outdated image. Whatever the reason, it’s important to create a stellar brand that people will remember.
Because of internationalisation, Raider changed its name to Twix. If you plan to grow internationally, it’s incredibly important to choose a brand name that’s adaptable and appealing to cultures worldwide.
Walmart, known for its low prices, is also a prime example of a major company that wanted to reposition itself in the market. However, instead of changing its name, the company simply changed its slogan from “Always low prices” to “Save money, live better.”
When Steve Jobs returned to Apple in 1997, he changed Apple’s rainbow logo to a sleek metallic one. Keeping up with trends, changing times and his vision for Apple’s future, Jobs’s rebrand worked well and aligned with the company’s brand of offering minimalistic, contemporary products.
If you’re planning to rebrand your business, it’s important to think about what will help your company grow. To learn more, check out Custom Logo Shop’s infographic below for the top 10 reasons to rebrand your business:
This article was originally posted here on Entrepreneur.com.
3 Ways To Build Your Brand Identity Using Content Marketing
Can your content pass the ‘logo test’? If not, it’ll be just another one of those generic articles that bombard your target audience each day.
Can your company’s content pass the “no-logo test”? When I work with digital strategy clients who are struggling with content marketing, I always ask them to take the logo test, inspired by this excellent Content Marketing Institute article. You should try it, too.
To do that, copy and paste articles you’ve written, along with articles from your competitors, into Word documents. Print out the documents and lay them side by side. Now, can you identify your content from the competition’s without the aid of any logos or company names? If your content lacks a distinct voice and tone, it won’t stand out.
I get it: When you’re first getting started with content marketing, even publishing a blog post every few weeks can feel like a major victory. But once you work out the mechanics of content ideation, you should put in the time needed to create content that brings your brand to life. Why? In a world drowning in digital clutter, content marketing is most effective when you provide a clear, distinct viewpoint that’s beneficial to your target audience.
“Brand voice is the intentional, consistent communication of your business identity,” brand strategist Dima Midon told me in a recent phone interview. Midon, who founded the brand strategy and digital marketing firm TrafficBox, is an expert in all things SEO and search-engine marketing. He also knows that these digital strategies are incomplete without a solid branded content foundation.
“From start-ups to global businesses, the organisations with the best content strategy are those that create content reflective of their brand’s unique personality and then use this content to build stronger relationships with prospects and clients,” says Midon.
Branded content has exploded in popularity over the last five years. For clients and customers, reading branded content – in general – is far more interesting and relevant than a marketing ad. “Branded” means content that’s informative, interactive and entertaining and brings value to a reader’s day. Thanks to social media, such content can catch on like wildfire, rapidly reaching a far wider audience than a standard marketing message.
Vision, voice, and value: Bringing branded content marketing to life
As the name implies, “branded content marketing” needs to be grounded in your brand’s identity. If your content can’t pass the “logo test,” it will be just another of those generic pieces daily bombarding your target audience. To make your content stand out, bring your brand identity to life with three steps:
1. Define your vision
Your organisation likely has a mission or vision statement, company goals and core values. Consider how the content you create will reflect this mission, goals and values. Then align this vision with your customer’s needs. Every piece of branded content you create should apply your company’s unique perspective and expertise to problems your customers face.
Example? Consider the “Open Forum” American Express sponsors, to provide small business owners with the “insights, inspiration and connections” they need to grow their business. While topics range from money management to team building, every piece of content Amex publishes here is dedicated to advancing its vision of helping small businesses thrive.
2. Define your brand voice
A distinctive, unwavering brand voice is an essential component of successful content marketing. While you may have a very clear idea of your brand’s voice, ask yourself, is everyone else at your company on board with this voice, too? Brands, like people, need to prioritize certain traits, to build a reputation. Scattered messaging and inconsistent brand voice can confuse your audience.
So, take time now to codify brand voice and guidelines. Many B2B companies, for example, seek to strike a balance between professionalism and accessibility. They want to be viewed as subject matter experts without sounding too technical or complex. Consequently, the corresponding brand-voice guideline might emphasise the use of clear, concise language that avoids technical jargon.
Example? MailChimp’s brand voice is a great example of how a B2B company can strike this balance. The company isn’t afraid to show a little personality with the use of cultural references and colloquial phrases its customers can relate to. Consider the clever Sherlock Holmes reference for the website’s 401 error message, below.
What’s the secret ingredient that elevates generic content to a brand-building masterpiece? Your brand voice.
Your own brand guide needn’t be lengthy: Voice and tone can be covered by just a few guidelines. (I’m a fan of MailChimp’s voice and tone guide, available free as part of its master Content Style Guide.) What matters most is that you codify these guidelines so there is a single set of rules for everyone working on content at your company. From the work of freelance writers to that of marketing directors, your company’s content marketing will reflect a consistent brand voice.
3. Define your value
Branded content is beneficial not only for defining the buying vision in your favour but also for reminding existing customers about how valuable your offerings truly are. From case studies to white papers, how can you create content that helps existing customers maximise the value of your offerings? Perhaps you can spotlight a new offering or provide tutorials for advanced features. The key is to use your branded content to move from a transactional relationship to a customer-centric one that delivers real value.
Example? The enterprise software company SAP has nailed this mission. While many of its products and services seem technically complex to the average B2B decision-maker, the company’s white papers expertly explain the importance of digital transformation in accessible layman’s terms. Most importantly, this content is never a “hard sell” for SAP, but instead subtly reminds customers about the valuable benefits SAP can present as a strategic partner.
Rather than sending marketing material to customers touting your “top of the line products,” then, send them branded content that explains how to use your products to solve their problems. Content that maximises perceived value strengthens your brand and drives customer retention.
Content marketing is an essential B2B marketing strategy that’s continuing to gain in importance. According to HubSpot, B2B marketers allocate 28 percent of their total marketing budget to content marketing. But before you too jump on this bandwagon, be sure your content is aligned with your brand vision, voice and value. Doing so will ensure your content is impactful, relevant and worth the investment.
This article was originally posted here on Entrepreneur.com.
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