Take Charge – Career Snippets

Namibian businesswoman Catherine Shipushu, 43, is on a mission to help women reach their full potential

What was starting Azani Communications like? I was bitten by the branding bug while working in television. To augment my industry knowledge and experience, I studied brand management and digital marketing through the University of Cape Town. In 2018, I became a Google-certified digital marketer. Although I’m still running my business as a side hustle, it’s been a rollercoaster ride. For a long time, I felt overwhelmed and often doubted myself.

I turned this around by limiting the number of clients I took on and putting the right systems in place to ensure that the business runs efficiently without me feeling like I’m running a marathon. Why is mentorship a passion for you? Mentorship is extremely important at every stage of one’s career or business. I have firsthand experience of the value of mentorship. I know that I wouldn’t be where I am today without the support and guidance of my mentors. I, therefore, believe I have a responsibility to use my experience and knowledge to uplift other women as they strive to fulfil their dreams and ultimately make their impact in the world. I’m excited to launch my initiative, She’s Empowered Mentorship Programme. What is the entrepreneurship landscape like in Namibia? There are limitless opportunities in Namibia if you’re willing to think outside the box, be innovative and take the road less travelled. As women, we should be bold enough to leverage opportunities brought about by the advancement in technology and enter the so-called male-dominated spaces. I’d like to see more women leading impactful businesses.

What growth strategies do you feel are underused in business? Customer service is an under-utilised strategy in business. Business owners tend to focus on marketing the business but then customers are let down by poor or nonexistent customer service. The fact is, if you ignore your customers, they will go away. Consistently delivering on your brand promise and providing superior service will not only inspire return business and customer loyalty, it will also help to turn customers into strong advocates for your business or brand, especially on social media, thereby creating awareness about your business to thousands of potential customers. It is, therefore, crucial for business owners to focus on the customer experience, and to train their employees in this regard because they can make or break a brand reputation.

Any, tips on how to build a brand? Firstly, it’s important to note that building a brand is not a once-off event. It’s a longterm strategic goal that requires effort, consistency and absolute clarity of vision. Be very clear on what you want to be known for and find a way to differentiate yourself from others in your industry. Always aim to deliver more than you promise. In terms of social media, always remember that the internet is the guardian of your past. Therefore, be selective about what you post, comment on or like because you’re leaving a trail of evidence that can be used against you in future. The aim should be to build a trustworthy and credible brand, therefore spend time on activities that inspire both. Continuously innovate and evolve with the times.