Individual Panelist from the Strategic Communications Africa’s (Stratcomm Africa) have urged Small and Medium Enterprises (SMEs) to build a strong brand reputation for business growth and success.
These Panelist made this statement during the Strategic Communications Africa’s Brand Reputation Week discussion.
According to them, it takes a strong brand reputation and new initiatives to assure sustainable business success, hence, SMEs and businesses in general, who want to stay competitive in both the local and global market space must try their possible best in attaining it.
The Panelists disclosed that leveraging digital tools was one of the effective and efficient ways of positioning one’s product or company in the minds of the public.
Dr. Abena Yeboah-Banin, a senior lecturer at the Department of Communication studies, University of Ghana, who was explaining to the SMEs how important brand reputation is to their growth, advised them to project an image that aligns with the reputation they seek and consistently work towards cementing it.
“Brand reputation is informed by both direct and indirect experiences including but not only how you deliver on your promise but also even what the CEO does and says in public, how your employees behave and the partners you affiliate with.”
Dr. Abena Yeboah-Banin
Dr. Yeboah-Banin advised SMEs who intend to build a very strong brand to see its stakeholders as their number one priority. “Every touch point between yourselves and stakeholders is a potential opportunity for reputation-building or damaging, hence, should treat each with care and seriousness,” she said
“Establish and manage your online presence to give you the opportunity for communicating yourself, building visibility, engaging stakeholders as well as monitoring conversations about you.
“Also, improve the customer experience at every touch point. Don’t forget your internal consumers – employees, their families and friends. Their stories about you are deemed authentic and carry weight. Ensure those will be good stories.”
Dr. Abena Yeboah-Banin
Not limited to that, Dr. Yeboah-Banin encouraged SMEs to create a brand style guide that would direct they communicate every time, everywhere and as well hire professionals to support them with managing their brand reputation and other communication and marketing concerns.
SME’s Encouraged To Develop The Habit Of Investment
Chief Business Strategist of Inspire Africa Consult, Mrs. Mawuena Trebarh, also called for the investment in an effective business plan to guide their operations and stand better chances for financial assistance as many potential investors seek to see proof of business profitability and progress timelines.
“Starting, maintaining and growing a small business requires detailed and extensive preparation. Creating a business plan can help determine the steps necessary to achieve the business goals.
“It is a required document for potential financiers and it helps you organize your ideas and set timelines to deliver.”
Mrs. Mawuena Trebarh
In concluding, the CEO of Stratcomm Africa, Mrs Esther Cobbah highlighted that, SMEs must be intentional about their decisions, actions and inactions in building a reputable brand.
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