[et_pb_section fb_built=”1″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”]
By Samantha Hogg-Brandjes, Founder and MD of GinjaNinja
Over the past 21 years of running an integrated communications agency, the one commonality I have noticed among many entrepreneurs is that they have not spent enough time or money defining the business and its purpose.
As a country with a multitude of mavericks that plot their own unique and very independent way forward, structure and strategy are not often embraced. They have fantastic ideas, great solutions, or products, but when it comes to taking these to market, their approach differs a lot. Whether it’s planned on the back of a cigarette box or in the shower, this shortcut can be costly in the long run, especially when going through a series of funding rounds.
At the heart of any business is its identity, who it is, and why what it does is relevant. I have seen far too many businesses that have not spent the required time and money trying to launch and engage with target audiences without having put in the work to properly define their marketing and communications.
The biggest misnomer is that most business owners think it is about what is relevant to them, but it is not. You need to communicate why your business is relevant to your prospective customer; it doesn’t matter what you think, but rather what it is that will resonate with the end user. How is your business helping them?
Over the years, I have only implemented a handful of strategies because customers either don’t have the budget or time for this to be completed. Often, it is both, so the rubber hits the road, and in true South African style, they push forward with hope and prayer. What is frustrating for us communicators is that these businesses are often absolute delights, full of stories and personalities that would add immense value to their brand equity if harnessed correctly.
Read the 13th edition of Top 500 and learn about South Africa’s best-managed companies for 2023 here
[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_code _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”]
[/et_pb_code][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”]
The University of Western Cape says that South Africa has a higher start-up failure rate than anywhere else in the world – between 70% and 80% of local small businesses fail in the first five years. There are a myriad of reasons why this happens, but one reason that is often overlooked is that of an intelligent marketing and communications plan.
For me, it is almost ludicrous to put so much money into starting the company, and yet when launching it and building sustainability, the spend on marketing and communications is often too small and, all too often, cut when cash flow issues hit the business.
“If I was down to my last dollar, I’d spend it on public relations.” Bill Gates, Microsoft Founder. A well-known quote, but not always considered by local businesses. There are many examples of leading entrepreneurs who have learnt that the power of communications is often the silver bullet needed when business is both booming and battling.
In 2024, let’s consider the following for your business because it is never too late:
- Know intrinsically who your business is. What exactly is the offering based on your target customer?
- Do you know what you want to achieve with communications, or should a strategy be put in place?
- Have you developed a corporate identity? What is the personality of the business? The tone, image, values, and mission?
- Who is the face of this business, and what should he, she, or they say? What are your key messages, and do they link back to a strategy?
- Are you prepared for any negativity or a crisis? Things can, and do, go wrong. Do you have a team to help you put a plan in place?
The best sales tactics in the world will fail if your potential customers don’t know that your business exists. Unless you make people aware of the value you bring to them, it will take a lot more work (and, in some cases, luck) for customers to find you.
This is why communication is crucial – you need to spread the word!
[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section]