Branding in the age of entrepreneurship and industrialisation (Part 22)
As we transform our enterprises through the art of branding, we should do so considering the need for a lasting existence in the minds of our customers. Positive brand popularity through investing in projected publicity should be the driving force in this achievement. In the previous editions we exposed the critical contributions made by brand leadership and strategy. These I refer to as internal brand controls (where the brand architecture begins and takes-off into the targeted and unknown selling zones). Imperatively it gives birth to wider external routes where we then go beyond storytelling into mind capturing of the people/markets we serve through our sustained entrepreneurial brands. As once said by Jay Baer, “Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And viceversa”.
In this edition we then look at brand publicity matters (as a paddle acceleration into real market existence). In my several discussions with some of our growing entrepreneurs I was convinced that most of the brand housekeeping has been done. Publicity of well-crafted brands and their elements is what we need to do now so as to be in the limelight. In fact, that is the power of our association in this branding focus where we do not only talk about brand-selling points but effective publicity channels that takes us into global markets for real business. Of course, we have talked about brand awareness in other
Is Zimbabwe a good investment destination for miners or not? It all depends on who you ask.
Each year, Canada’s Fraser Institute asks over 2 000 mining companies to assess which countries are best to invest in. The latest Investment Attractiveness Index, which has just been released, says Zimbabwe is the worst mining jurisdiction in the world.
Zimbabwe replaced Venezuela at the bottom, after an almost 11-point drop in its policy score.
African countries fare badly. Sitting with Zimbabwe in the bottom 10 of the index are the DRC, Mali, and South Africa. Botswana lost its top spot in Africa, because investors are worried by uncertainty over policy on protected areas, political stability, labour regulations and taxation.
Western Australia was ranked the best mining jurisdiction in the world.
Not so open for business
The survey reflects how badly Zimbabwe is doing in terms of managing perception, despite a spirited “Open for Business” campaign to attract FDI.
Fraser’s survey approached over 2 000 global mining companies. They were asked how a country’s mineral assets and public policies affect their decisions to invest. Their verdict on President Emmerson Mnangagwa’s administration was damning.
“All respondents claimed that the uncertainty regarding the administration, interpretation, or enforcement of existing regulations, the country’s legal system, its taxation regime, its infrastructure, trade barriers, its political stability, and security were major areas of concern that discouraged investment in the country,” the report says. previous editions but little on the mechanisms that spearhead this achievement. Sometimes we do less or more than our capacity/expected in the process of our brand publicity but this discussion will leave us with more choices on what’s best for us as the key drivers (situational brand publicity management). Where we should put on brand publicity shoes that fits our size well. Those tools that are less costly, that blends with our systems, that are from our ecology and those that meet with the contemporary world of techno-marketing and branding. Let’s start with direct/personal marketing as a most convenient tool for the SMEs brand publicity. This is when you as the owner of an enterprise become the brand publicity locomotive. I believe anyone can do this and it is more natural also less costly. We go out there, we smile and tell/showcase our brand story to the world. This reminds us that when running our businesses we will then become their representatives such that the SME’s brand publicity begins with us. That is when we go for direct sales, meetings, trips, ceremonies, expos and any other form of gathering. People should see that brand in the same way we do and interact with it. I am always made to wonder when I see my enterprising colleagues making their brands a secret. They don’t want to be associated with their
The companies surveyed say 40% of their investment decision is based on policy factors. Combined, the companies involved represent exploration spending of US$2,5 billion in 2021.
A recent report by the Chamber of Mines said while mining is growing, it faces a funding shortfall of US$10 billion over the next five years to really meet its potential. This shows Zimbabwe’s failure to attract the large mining investors that it needs to fully reach brands’ colour(s), logos, themes and other elements in the form of their corporate wear, car branding and any possible personal representation. We needed to be our own brand ambassadors as the direct marketers for publicity (we know our brand meaning and importance better than any other). Another closer tool for accelerated brand publicity is advertisement. Of course, this can be seen as traditional, but it adds on to more visibility and lasting publicity in the present day and the future of our enterprises. Look at how vividly you recall and internalise the Chibuku hari yemadzisahwira or Always Coca-Cola advertisements. It is because of that drive and commitment that has been stamped by the founders.
Adverts are a good form for a lasting branding publicity. They sell your brand to the mass, especially when you apply the right platform (such as broadcasting and the World Wide Web platforms). Yet our SMEs takes this as a waste of investment. You are missing a lot here and it is high time to take a closer look and consider this node in a broader spectrum. Which then extends to various brand publicity platforms which are proving to be working wonders in this modern global competition of our brands. That is the invitation of social media branding. This is proving to be catalytic in the publicity of variits resource potential.
According to the Chamber, the retention system, under which miners must sell 40% of their export earnings to central bank at the overvalued exchange rate, is hurting growth.
“This situation is resulting in loss to mining companies translating to at least 20% of gross revenue,” the Chamber says.
Zimbabwe: Bad for you, great for us
But, not everyone will agree ous global brands through its convenience to the eyes and ears of the individuals/public. That is the use of Twitter, Facebook, WhatsApp, Instagram and any other. The sky is the limit here. I am happy that many our enterprises are in this drive though there is need not to overdo (a discussion for the future on the needed balance for compatibility in applying these forms of media). The advantage of these applications is that they make all intangible aspects of the brand visible through animations, moving graphics, visualisations and audios. Real brands should walk, talk and gather through attending to local and global expos. Many of our SMEs reckon this as a game for the giants and in some instances for the elite. No!! You are also a first citizen in these publicity platforms. The Dubai Expo came and those who showcased their SME brands now part of the global talks and giving their success testimonies (so you can do the same too and why waiting?). These do not only give you attendance publicity but partnerships, fellowships, followerships and brand extensions which make your brand even more visible. Same with our local ZITF and Agricultural Shows, they bring with them exclusive visibility for the SMEs brands. Another incredible tool for brand publicity is a movement from just a mere brochure to a newsletter. It is through a newsletter where we capture the minds and souls of the public as we share our brand experience. When we talk about our milestones as thriving brands, our brand networks across the globe and the future of our brand as we foresee. People are attracted to viwith the new Fraser report.
Those surveyed won’t touch Zimbabwe with a long barging pole. Nico Muller, CEO of Implats, is happy that they see it that way.
“From a group perspective, I’d have to say Zimbabwe has been our best jurisdiction in which to operate over the past 20 years. It’s the jurisdiction in which, thanks to the leadership of Alex (CEO Mhembere) and his team, we have the least amount of disruptions, we have had the most predictable production profile,” Muller told a recent mining indaba in Johannesburg.
“We also have our safest operations, (and) the best control over costs, and our projects there are always on schedule.”
He did admit there is risk, “because a government that is desperate for foreign currency earnings will often tend to extract a great proportion of our foreign currency earnings.”
In the last half-year, Zimbabwe’s old currency problems shaved 32% of Zimplats’ year-on-year net profit.
Yet, this has not put Implats off Zimbabwe. It has had no problems repatriating its earnings. The company has, in fact, recently announced US$1,8 billion in new investment into Zimbabwe, which will expand mining and refining sionary brands those that share experience and promise eternity (beyond living).
Lastly, for this edition even though many of us are digital immigrants the world is not stopping in this drive. Our modern customers are making their brand evaluation/buying decisions using online platforms. Websites have become a key connector to global publicity. It is high time we should have our own websites as branded SMEs. This is what this age for entrepreneurship through branding is calling for. We can even outsource technocrats to develop our websites according to our offerings and brand specifications. These have become a basis for a composite showcase of all brand elements also driven by artificial intelligence (one that can talk to the world about your brand in your absence). I will leave you with the words from Gary Vaynerchuk: “The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling….”. We can do this my colleagues and as we brand in this age entrepreneurship for real industrialisation.
● capacity, including a base metal refinery. That Zimplats is funding this expansion from internally generated resources — not loans — shows how profitable the company is.
Questioned at the indaba on the ethics of investing in Zimbabwe under a Zanu PF government, Muller replied: “We are very comfortable working with the Zimbabwe government. Our participation is always aimed at improving conditions. You are in a far more constructive position if you participate within the economy because your ability to influence things in a positive direction is strengthened. You can encourage the authorities to move in the right direction.” Zimplats is not alone. Tharisa is spending US$250 million on a new mine, while Caledonia has just reported a record quarter and is looking for new mines to buy. Russia’s Vi Holdings is building the country’s biggest platinum mine, while Alrosa, the world’s biggest diamond company, has acquired exploration rights. Amplat’s Unki launched a US$60 million smelter in 2019 and has invested a further US$40 million to expand capacity there, which will increase output by 30%.