If you live in Ghana, you most likely have tried either of these two snacks: plantain chips, or any of the Fanmilk products. Some people even claim they are the best combo for a sunny afternoon snack.

It is truly impressive how the ice cream and frozen dairy products manufacturer and retailer, FanMilk, has positioned itself in the Ghanaian market, expanding to other African countries such as Nigeria and Burkina Faso. The long-john bicycles ridden by their vendors, as well as their accompanying horn, could easily be considered a part of the company’s brand. In a way, those features of their distribution system easily distinguish the company from other ice-cream companies.

Plantain chips are a delicacy you can easily find on most streets of Ghana. Yet, what makes Sankofa Snacks different is the zing they have added to the popular snack and the food safety they guarantee with their products. Although they cost a little more than what is on most streets, the value the company has added in building their brand, especially in vegan communities, cannot be ignored. The company has been successful in projecting African culture through the international-standard packaging that forms a part of their brand.

The success stories of these companies are an indication that branding is not just an important concept for foreign businesses. Branding as a growth strategy works for both foreign and local businesses, big and small.

At its most basic level, branding is viewed as a company’s logo, visual design, mission, and tone of voice. However, branding extends far beyond what the audience sees when they encounter a brand.

Seth Godin defines a brand as “a set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” Similarly, Marty Neumeier regards a brand as “a person’s gut feeling about a product, service, or organization”

Successful brands have progressed from only focusing on beautiful logos and designs to ensuring that their products and services provide a valuable experience to their customers. They understand the importance of associating an emotion and/or an idea with their brands to promote a positive perception of their brands, and they do so.

Building and developing a brand is a process that must be continuous for the duration of the business’s existence: It is not an event, but a progressive process that, when done properly, has an enormous effect on the business.

Why branding matters?