Beyond the Logo

In many conversations I’ve had with business owners across Africa, the word “branding” often gets reduced to just a logo and a few colors. But branding is much more than that. It’s the story, the promise, and the experience people have every time they interact with your business. In today’s competitive, digital world, branding isn’t optional—it’s the foundation of your business.

So, What Is Branding?
Branding is the strategy behind how people see and experience your business. It answers big questions: Why do you exist beyond profit? Who are you here to serve? What do you want people to feel after working with you? A strong brand is clear, consistent, and meaningful—it shapes your website, your messaging, your marketing, and even the way your team communicates.

Why It Matters in Africa
Right now, African businesses are solving real problems and driving innovation. But in such a fast-changing market, standing out is tough. Clients buy trust, not just products. Investors look for clarity before they commit. Customers are digital, value-driven, and quick to choose brands that speak to them.

Branding in Action
With Damaris and Garments, I created a full brand guide and marketing plan that clarified their purpose and positioned them for growth. For ACP, the focus was on building a clean, intuitive website while also shaping their sustainability story and future strategy. For Selsi Solutions, it was about aligning their identity with the growing demand for transparency and ESG values in oil and gas.

The Takeaway
Your brand is one of your most valuable assets. It’s not just how you look—it’s how you think, communicate, and connect. So instead of asking, “What should my logo look like?” start with a deeper question: “What do I want people to believe about my business—and how will I show up to earn that belief?”

Interested in building a brand that goes beyond the surface? Let’s talk. I help businesses clarify their message, design for impact, and grow with purpose.