9 minute read
GET AN INSIGHT ON ZIMBABWE BUSINESSES MARKETING & SUSTAINABILITY
iShaH Magazine sat down with one of the business marketing experts to discuss the business environment in Zimbabwe, and her perspective on marketing, and branding.
Sibo Muteyiwa is an award-winning seasoned business leader, innovation entrepreneurship, and business incubation and leadership coach, board member, creative marketer, PR/Brand, and communication strategist.
Offering over 25 years of experience in government, telecommunications (regulation) NGO/ Development, mining, and agriculture sectors.
She is recognised as one of Zimbabwe’s top business leaders, marketers, and communication experts, celebrated and endorsed by the Institute of Corporate Directors as one of the 50 most inspirational women in Zimbabwe.
She has represented Zimbabwe on various high-level national and global platforms and has several leadership positions across multiple economic sectors in Zimbabwe.
She is also the founder and CEO of Discovery Accountability & Growth Network.
Brands have shifted from being large corporates to individuals. What do you think is the reason for this shift and can an individual’s brand make it against larger corporations??
SB : Brands have indeed significantly shifted over the past 5 or so years in my opinion. This is due to pressure from the demands of the “modern-day” customers who are now demanding more than just a product or service from corporates.
This change and demands are driven by several factors, including the rise of social media which has exposed customers to international standards and quality products and services from across the globe, the increasing importance of personalised experience, and the growing influence of consumer advocacy and voice.
Brands have not taken this laying down either though, they have realised that if they sit on their laurels, they will face extinction.
They have leaned more on the power of technology for maximum connection with customers on a more personal level and leveraging this shift to create more meaningful and impactful experiences for their customers.
Individual brands have gained prominence in the market as well. This is normal in my view because consumers are increasingly demanding value authenticity, personal connection, and unique experiences which is easier to get with individual brands than large corporates.
Consumers are gravitating towards brands that reflect their values and offer a sense of community and belonging, a turnaround that individuals can easily do than their larger counterparts.
Individual brands have the freedom to adapt and change quickly in response to market trends and customer preferences. They can experiment with new ideas and strategies without the need for lengthy approval processes.
Let’s talk business. What can you say are the key fundamentals in realising a company’s full potential through brand strategy?
SB : Brand strategy refers to a longterm plan that outlines the goals and objectives of a company's brand. It encompasses the actions and tactics taken to establish and maintain a strong brand identity in the market.
The main objective of a business is to serve its customers profitably in a sustainable manner. Brand strategies play a crucial role in influencing this trajectory and shaping the company's identity and positioning in the market.
They help establish a unique brand image, build customer loyalty, and drive business growth, which is the point of business, isn’t it? It is a way of differentiating a company from its competitors, contributing to increased brand awareness, market share, and profitability.
This is also key for a business to remain viable.
Major in this equation is:
Brand Positioning: Defining how the brand wants to be perceived in the minds of consumers.
Brand Messaging: Crafting a compelling and consistent message that aligns with the brand's values and resonates with the target audience.
Brand Identity: Creating a visual representation of the brand through logos, colors, typography, and other design elements.
Brand Equity: The value placed by customers on the brand
Brand Guidelines: Establishing rules and standards for the consistent application of the brand across various touchpoints
That is an eye-opener in terms of brand identity, but regarding connections, how can an individual work towards networking as a brand strategy?
SM: Networking is a powerful brand strategy that is essential for professional growth.
It plays a crucial role in building a strong personal brand. It allows you to connect with others, create new opportunities, and establish yourself as an authority in your field.
Identifying and engaging with certain networks in the industry is crucial for expanding and creating valuable connections., in turn, facilitates access to a wide range of valuable resources such as connecting with professionals and industry experts, tapping into their knowledge, expertise, and leveraging on potential connections and opportunities that may not be available in an everyday business set up.
Sometimes people connect better away from the business environment and office. Through networking, one can identify potential professionals who share similar goals and values, leading to mutually beneficial pointers that may enhance and expand business and personal opportunities. Trust and mutual respect are sometimes built through such.
Networking is not only about making connections though, but it also offers the benefit of increasing visibility for your brand.
It provides opportunities to showcase one’s expertise, share one’s brand story, and build relationships with potential customers, promoters, employers, investors, and/or partners.
Through networking, I have personally established my brand as a trusted and influential player in my industry and profession.
Networking also plays a significant role in developing and promoting your brand
You are highly dedicated to all issues involving women, from the business side to wellness.
Can you share with our readers how you have been able to juggle the many roles you have and managed to function at full capacity?
SM: In today's fast-paced work environment, many professionals find themselves juggling multiple roles and responsibilities.
I have found that this can lead to increased stress, burnout, and decreased productivity.
Successfully managing multiple roles in my opinion calls for effectively prioritizing tasks and allocating time to each role, at times utilizing time management techniques such as creating schedules and setting deadlines to ensure timely completion of tasks is critical. It is the only way one can survive these schedules
Work-life balance is also a crucial topic in the corporate world today, and it should be, because the corporate world survives and succeeds through a healthy and functional workforce, its people.
Balance in its true meaning means finding a healthy equilibrium between work responsibilities and personal life.
As women in the corporate world, the task is daunting, to say the least. Our responsibilities, besides leading corporates, extend to being wives, mums, sisters, sistersin-law, mentors, coaches for families and employees, and more.
It is truly overwhelming at times, and it is normal to sometimes feel overwhelmed.
I am still to find a person who says they have mastered the art of perfect balance and juggling. I do as much as I can, using various possible strategies that help me become effective at the same time remaining sane and functional. when I feel tired, I rest.
We need to have time for our families, hobbies, and personal well-being, in addition to our professional commitments.
When I feel overwhelmed, I take a walk, go for a run, or play golf to recalibrate and refocus. It is simply not possible to be a superhuman..
The global economy is also unforgiving now, everyone has turned to either hustlers or multi-income chasers, and there is hardly any rest because of this.
Functioning at full capacity also requires being able to effectively manage stress and pressure associated with handling multiple roles.
It also means practicing self-care and good mental health. Be smart, remember YOU, fill your cup first is the mantra that I borrowed from Oprah Winfrey.
You are a certified marketer, with over 25 years in the marketing/ communication field.
You have had a front -row seat to all the trends that have graced the marketing fraternity.
How has the evolution of marketing trends affected the need for marketing as a tool in business sustainability?
SM: Marketing was simple when I first got into the field Print and traditional electronic adverts were our go-to marketing tools using newspapers, magazines, radio, TV, and later billboards to reach customers
The message was mostly one-way, feedback and reviews were not as powerful as they are now
One just had to manipulate the 4 Ps of marketing and throw in a few print, TV, or Radio adverts here and there and we were good to go
Things have changed now Marketing trends have evolved significantly, specifically over the past decade or so, digital marketing and social media have played a crucial role in this evolution
Businesses have had to shift from traditional marketing channels and/or tools to online platforms, leveraging technologies and data analytics to reach and engage with their customers more effectively
Brands are leveraging digital marketing and social media to foster and build brand awareness, drive customer engagement, and generate leads. Customers themselves have also evolved significantly.
They are now demanding more, better experiences, and connections with brands, even demanding brands to be more inclined to responsible business practices for them to buy or use their products and services.
It’s tough but easier to see that campaigns are going south quicker and faster than before using analytics. Marketing continues to be an effective tool for business sustainability. I always say one can have the best product or service, but if customers are not aware of it and buying it, business is doomed.
Sustainability means a functional business that operates profitably.
Profits only come from consistent and continuous purchases of these products and services.
Effective marketing campaigns that resonate with customers or target audiences lead to increased sales, customer loyalty, and longterm business growth which result in business sustainability.
Currently, you are the Head of Marketing and International Relations at POTRAZ for almost 12 years, how has the experience been for you?
SM: Working at POTRAZ has opened my eyes to the world of technology. When I began working there, words such as Artificial Intelligence,5G, and Industrial Revolution were good to have in a speech or conversation.
Today, we are seeing the effects and impact of these in our daily lives. I also see what these have done to the field of marketing and communication, a huge impact in that those who have not leveraged on this phenomenon, will either vanish or hopefully quickly realise that they need to be part of this revolution for them to remain operational or in existence.
I also joined the organisation when no one knew anything about the brand. I am happy to say that I have contributed to the growth and impact of this brand to where it is now. Super amazing.
As a parting shot, to women and aspiring marketers, any words of wisdom?
SM: Surround yourself with people who will mention your name in rooms full of opportunities. Invest in relationships, learning through reading and experience, mentorship, and coaching.
Network fruitfully and reciprocally, do not expect your networks to serve you only, give back as well, and never cease to ask questions, the only way you will know is to ask and you will get a response.
