Sylvester Dordzi
If you are a distributor and want to cement your brand name in Ghana, then this is a must-read.
Ghanaians love every product that solves their basic needs and is economical. If the product becomes a household choice, then you are on course to becoming the identity for such products. For example, we were used to chewing sticks and sponges until the toothpaste called pepsodent was brought to the market.
The product was so adorable in a way that both the rich and poor could afford it. To date, almost every toothpaste is referred to as pepsodent and till now it’s a leading brand despite the influx of high-quality toothpaste on the market.
There was a powder soap called OMO ,it hit homes in Ghana with tv commercials with amazing power of removing stains from fabrics without damaging them, it was not too affordable but it resonated with everyone and till now whether it’s sunlight, klinsoft, madar, or any other, all these are still referred to as OMO.
One may ask if its the power of the brand name or the affordability or perhaps the aggressive nature of their commercials.
Sunlight had a catchy sound bite which was used in a TV commercial for their bar soap. It was so popular to the extent that to date people still remember that song. The diaper called pampers was first to be introduced unto our market, it was so convenient, as mothers were freed from washing napkins and using safety pins. For years on many brands of diapers have been traduced unto the market but all diapers are still referred to as pampers. Many brands continue to replace the original names of commodities on the market as a result or market penetration.
So What is a Brand?
To me, a brand is the overall perception of a product or business.
Points to consider when branding or marketing your products in Ghana;
- Brand Strategy will map out how you will be different, trustworthy, memorable, and likable to your ideal customer. It will convey your purpose, promises, and how you solve problems for people. Brand strategy is a critical and foundational piece for building a successful brand. It’s one of the areas that most businesses overlook because they jump right into design and marketing.
- Brand Identity is the way that you convey this to the public with visuals, messaging, and experience. Your brand strategy will influence how you present your identity and align it with your purpose for the most impact.
- Brand Marketing is the way that businesses or organizations highlight and bring awareness to products or services by connecting values and voices to the right audience through strategic communication.
