BRANDING-Some Kenyan lessons on the power of emotions.

Safaricom,Tusker and Judge Ian have to be the most recognizable brands in the country.Safaricom flaunts its proudly Kenyan heritage in whatever it odes,from its Niko na Safaricom advert that has everyone talking to its mpesa money transfer service,why lie even its promotional ads all carry Kenyan slang language like the Masonko na safaricom.Moving on to Tusker,everyone agrees we have good beer and Tusker stands tall among its peers having won several awards.And there is Jude Ian he of the Tusker project fame show,he is brutally honest,tells it like it is and never shys away from voicing his opinion on anything-I like him.

If Kenyan companies could learn anything from the above,whom ni have just picked randomly is that you need to know what you stand for .Tusker evokes good times it reminds one of a party and nyama choma.What does your business stand for,what emotion does it evoke in your customer or potential buyer?The importance of emotions in branding cannot be overlooked and there was no better example of this than in the Safaricom IPO that generated an overwhelming response from the general public because people felt they were buying into a Kenyan company.I don’t think the stock market will ever generate such excitement for some time to come.No matter what you may think about the company it has made its stamp in the Kneyna psyche.

Judge Ian never disappoints he is known as the straight talking judge who never sugar coats his criticism.Love him or hate him his opinion holds sway with the general public and i think thats why we like to hate him.He never wavers in his opinion.He has been able evoke certain emotions in us,he never falters and you will never catch him having a wishy washy opinion on anything.That is how brands need to be,know what you stand for and stick to it.A good example of a company that need to work on its image is Air-tel,which was formerly Zain and before that Celtel and when it started it was Kencell.I always ask myself ,whatever do they want to be known for apart form their constant battles with the dominant market player in the mobile industry.Hope this time,their freedom strategy stays.

As sure as he sun will rise tomorrow,change follows us our hole lives and it is true any company or business needs to change its strategy with the times but at least be known for consistency in whatever direction you are headed in.

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