“Do Something Good, Feel Something Real”, Business.

That’s Samuel Mutaha a technology entrepreneur in Nairobi, Kenya describing what motivates him. In Mr. Mutaha's view, technological innovation is simply a catalyst; business is the vehicle. But the purpose, ultimately, is to do good — to solve a problem, to help a person, to create real value.

This purpose has become more and more challenging. Opportunities close and technological innovation advances. But all these means is that there is less room for companies and businesses that are unable to set forth a value proposition to customers that goes beyond a simple product or innovation. Michelle a business lady warns that there is no need for more businesses creating arbitrary value; that it’s more important to build a company that matters. 

A company to matter, it is going to have to have values that are socially positive and transparent — in other words, it’s going to have to build a clear and lasting brand that aligns its values with its customers and shareholders.

It is more difficult than ever for a company to maintain its competitive advantage for a sustained period of time, which means that it won’t be able to rely on its products alone. Not only that, but consumers are increasingly attracted to companies that create value both for themselves and for others. And this shift means that it is very important for those companies to demonstrate to consumers that their values are in line with each other.  

 A brand reflects familiarity, accountability, and consistency — whether for good or for bad. One of the main investment goals is to invest in strong brands because it is the singular facet of a company that remains constant when so many other factors may be changing.  It reflects the consumer’s pact with the company to trust it as it innovates and navigates a changing landscape.

When you build a business upon values that resonate with your customers, you’re investing in your own brand — and that’s the way to go.

End.