Management consultant and lecturer Richard Ahenkrah has strongly advised African entrepreneurs and small business owners to prioritize strategic, data-driven brand positioning over emotional assumptions as a vital tool to attract premium customers and scale their businesses sustainably in today’s competitive market.
Speaking as a guest on the People’s Parliament segment of Max FM 89.7’s Max Morning Dew show, he identified reflection, self-assessment, brand audits and brand reputation as important factors in building a strong brand.
Mr Ahenkrah also stressed the importance of conducting background checks before engaging brand influencers to ensure they are suitable representatives of a business.
He further advised entrepreneurs to formalise their business partnerships with legally binding agreements. He explained that even when a partnership is intended to last for one year, the agreement should be reviewed every three months to assess progress and address any challenges that may arise.
He noted that regular reviews would help the parties determine whether to continue with the partnership or end it if necessary.
During the discussion, a caller who works as a tiler asked how he could attract more customers. Mr Ahenkrah advised him to visit construction sites and buildings under construction, showcase his work and explain the services he offers to potential customers.
A fashion designer who also called into the programme was encouraged to attend events and programmes to increase visibility, build connections and attract potential customers.
The discussion also highlighted the importance of understanding target audiences and using data rather than assumptions alone when making branding decisions.
Report by: Becky
