UCHE ENWEUGWU: I want my cosmetic brand to capture and include all nuances of color
The cosmetics industry has become diversified and increasingly competitive with different brands of make-up entering the market every year. Each brand offers a new feature in enhancing beauty in different ways. Nigerian-born, Uche Enweugwu is a young African entrepreneur who is launching her new cosmetics line after being in the makeup industry for a few years. She began her makeup career in Winnipeg, Manitoba Canada and is now looking to expand her brand/expertise worldwide. Initially, she started out by launching her own YouTube platform – MakeupbySwift and is now launching her own cosmetic brand – CUE Cosmetics. Her experience in the industry has given her an inside look into the process of launching her own cobrand. She spoke with SLA contributor Esther Manuala Shem, and gave her some insight on her progress thus far. When did you first discover your love/passion for Makeup artistry? It all started when I was 17. At the time, I struggled with acne and dark spots. I was on a mission to find products that worked for my skin when I stumbled into make-up. Then I fell in love with how make-up enhanced my beauty and gave me the confidence to face the world. I found joy in doing my make-up and the make-up of others which eventually led to my career in makeup artistry. Also, I was motivated to improve my craft, so I went to a makeup school where I became a certified makeup artist. It’s been over 5 years and I still feel just as excited and motivated as I was when I first began my career. What do you enjoy the most about being a Make-Up Artist? I love being a makeup artist. I find pleasure in enhancing people’s beauty. I remember my first bride. When I was done with her makeup, she looked at the mirror and started screaming. I couldn’t tell if she was happy or angry. I was nervous and too terrified to ask. Eventually, I summoned the courage to asked her if she liked or hated it? She looked back at me with teary eyes and said, “I have never looked this good in my entire life”. That statement resonated with me because that’s exactly why I do makeup. It so that people can look at themselves and be marveled by just how beautiful they can become. I left that day feeling grateful knowing that I wanted to continue making people happy through makeup. My happiness comes from the fulfillment of making people feel beautiful and happy. What do you think is the biggest challenge in turning your passion into a career opportunity? My greatest challenge so far has been the entrepreneurial stride that comes with making my passion a career. Trying to start and run a small business myself has not been easy but I would not have it any other way. It has been a learning curve and I appreciate every bit of it. How did you manage to dive into the cosmetic industry and launch your own MakeUp line? It was a gradual process. I worked in the industry for about 5 years before I decided to start my own cosmetic line. It took a lot of research and years of identifying gaps in the industry that I felt needed to be filled. After 3 years of research and planning, my dream is finally becoming a reality. I will be launching my cosmetic line early this year. The first products to launch are the lash series and it launches at the beginning of January. The beauty of it all was paying my dues by working in the industry before deciding I wanted to create something to contribute to the community. Tell us about the name of your brand and how you came about it. The name of my brand is CUE. It is simply my initials put together. The “U” stands for Uche which means intention. Regarding my brand, I like to think of the “U” as standing for Ucheoma, which means beautiful intentions in Igbo. I wanted something easy to pronounce that also spoke to my passions and intentions for the brand. I want anyone wearing my brand to feel their best and above all be themselves. What sets your brand apart from others in the industry, in terms of servicing women of color? As an African woman, I want my brand to capture and include all the nuances of color. Our goal as a brand is to be inclusive and diverse. I remember working at a beauty retail store and having to watch a lot of disappointed African women leave the store because they couldn’t find their shades. I would often offer the option of mixing it with other shades to find the perfect match and that itself is not cost effective. It motivated me to want to do better when I start my cosmetic brand, which is my goal. With more African women starting businesses in the diaspora, do you plan on offering more selection for women color across the board? Absolutely! We cannot be inclusive and diverse if we don’t provide more options for women of color across the board. That’s certainly the goal and we intend to achieve it. I’m excited about the products in the making. What is the long term goal of your makeup line? The goal of my makeup line is to be inclusive. Nothing would make me happier than to know that I participated in serving a world where women and men come together to have fun and feel beautiful with makeup. Being able to express themselves while wearing CUE in the beauty community would mean everything to me. Interested in contributing for She Leads Africa? Click here.
Mendy Lusaba: Creating jobs in Zimbabwe through Housekeeping
Mendy Lerato Lusaba is a Social Entrepreneur making changes in the domestic work industry. She is the Founder of Chris and Geo Domestic Placement Agency which recruits, trains and places socio-economically disadvantaged women as domestic workers. The innovative agency also offers unique housekeeping services of weekly maids for those that do not need full time stay in maids hence slowly disrupting the sector. She also founded the Domestic Workers Association of Zimbabwe which is a network of Zimbabwean maids with a focus on capacity building and advocacy work. DWAZ has members in Zimbabwe, South Africa and is growing daily. In this article, she talks about how she took advantage of her background in HR to create more jobs by starting her own business. [bctt tweet=”Meet @mendylusaba – a Social Entrepreneur making changes in the domestic work industry and creating jobs in Zimbabwe.” username=”SheLeadsAfrica”] Tell us about your professional background? I have a B.Sc. in Human Resources Management, a Diploma in Labour Law from the Institute of People Management and Post Graduate Diploma in Law from the University of Zimbabwe. I’m also a Mandela Washington Fellow 2018 Alumni and a YALI RLC Southern Africa 2016 Alumni. I have done Entrepreneurship Training with Empretec, ACT in Africa. Zimbabwe National Chamber of Commerce and Social Entrepreneurship training with the Udugu Institute. So far, I have worked in the energy, mining, catering and hospitality industry in the Human Resources Department holding management positions before going into entrepreneurship full time. I write articles for different publications about domestic work and I run a blog. I have written a handbook for domestic workers. Because of my bubbly nature and being a motivator, I am often invited to speak at various women’s events nationally. What led you to start the housekeeping business? When I had my first child, I struggled with getting the “perfect” maid. In a space of 6 months, I had changed maids four times! I realized that it was very difficult to get the perfect maid when you needed them. Upon further research, I discovered I was not alone. Majority of working women need a maid but struggle to get one on time. I also realized that there were also so many women who needed jobs as domestic workers but did not know where to start. Coupled with my background in Human Resources Management, I realized I could provide a solution. I simply had to bridge the gap between the employers and the employees, hence the birth of Chris and Geo. My work drives me and I have a great passion for what I do. Running my own organization brings me great joy and seeing one woman’s’ life transformed by simply being a maid is enough reward. Seeing a previously disadvantaged child go back to school because her mother can now afford it is enough satisfaction. [bctt tweet=”Business success is a combination and a recipe for many things – @mendylusaba” username=”SheLeadsAfrica”] Tell us about Chris and Geo Chris and Geo is an organization that was formed with the family in mind. It recruits, trains and places socially and economically disadvantaged women as domestic workers. It offers fulltime stay-in and stay-out maids and also has contract maids that are available on specific days to the clients. Chris and Geo offer on-the-job training for maids. Through Chris and Geo, I realized there was more that goes in the sector. From working with the maids, I realized they were vulnerable and they also needed capacity building hence establishing the Domestic Workers Association of Zimbabwe. My work is more of a calling than anything else. Domestic workers are very important with almost 70% percent of urban households relying on the help of domestic workers. It is also, amongst one of the oldest professions. Unlike in developed countries, the profession is still informal and not officially recognized. The sector is so behind with both the employers and employees lacking the professionalism required of any profession. This is why I do what I do, I am in it to change the game. How does a normal working day go in your business? My work is mostly about societal impact rather than monetary impact. Being your own boss means your workload is never normal! You do what needs to be done whenever it needs to be done. Our business is heavily centered on convenience meaning a client must be able to call us any time when they need a maid. As such, every hour is a working hour for us. [bctt tweet=”Being your own boss means your workload is never normal! You do what needs to be done whenever it needs to be done – @mendylusaba” username=”SheLeadsAfrica”] In Zimbabwe are people comfortable with strangers coming to their homes to clean? How have you managed client inhibitions? Actually, in Zimbabwe majority of households have stay in maids. It has been like this for so many years. Families prefer having someone that stay within their homes. Generally, Zimbabweans are open people and the family structure is very important. We have huge families and the extended family is usually a close family. As such, it is not very difficult to have someone join the family. Our private space is so accommodating that we have few inhibitions about having someone in our homes. It is only now that we are beginning to have formal distinctions with domestic work, Otherwise, culturally the maid is part of the family with titles like Aunty or Sister. Now, people are beginning to have stayed out maids that do not stay with the family. This is why the domestic work sector is very huge in the country. It only lacks professionalism and formalization but it has been in existence since independence. What has been your major challenge on your business journey? What can be done about it? I know this is going to sound rehearsed and rhetoric but it is the truth. Capital is a challenge for many businesses and mine has not been exempted. I did not start
Adedoyin Omotara: I tapped into resources that the Government made available to immigrants
Adedoyin Omotara is a Beauty Entrepreneur, Women’s empowerment advocate, Speaker, Life Coach, Business Coach and the leader of the unmask your beauty movement. Born in Manchester, UK to Nigerian parents, her passion to live a fuller and more expressive life made her leave her successful Corporate Engineering career to become an entrepreneur. Seeking the spiritually creative fulfillment missing in her successful corporate career, she was determined to resolve the concern that beauty today, far from being that poetic ‘joy forever’ is, unfortunately, a source of insecurity, shame, and stress for countless women. She promotes beauty, inside and out, to an audience of women at all stages of life. Adedoyin believes in investing in the dream of girls and in the strength of women. In this article, she talks about how she’s fought against the odds of being an immigrant and built a beauty brand for herself in Canada. What would you say is the innovative idea behind Adoniaa Beauty? Adoniaa beauty started from having a deep hunger within me to fully engage with who I was, my hunger for living a fuller and more expressive life. I was doing great in my career but felt dis-engaged with myself and the world as a whole. I felt I was born for more so I decided to start a company for women doing what I love and fulfilling my purpose while doing it. It was founded on four fundamental pillars: To uplift, validate, equip and inspire women to be their best selves at every stage of their life. We do this by using makeup and skincare products and services as a platform to connect with women. [bctt tweet=”People constantly ask me how @adoniaaworld intend to compete with Sephora, Loreal, Mac and the likes, my response is that those are not my competition. – Adedoyin Omotara” username=”SheLeadsAfrica”] How have you been able to maintain your brand consistency? We have only one vision- To connect women to their individual and unique beauty through our brand. So everything we do aligns with the vision. It’s easy to be consistent when you have a vision. It is the same vision I sell to my staff and the Adoniaabeauty tribe. How have you grown your client base? I have grown a tribe of women as my client base by focusing on why I started my company, which is our vision to connect women to their individual and unique beauty. We have different vehicles to get to our vision, and we naturally attract women that want more out of life, women that want to re-write their stories and women that do not want to fit into society’s contrived image of beauty but create and define their own. What challenges have you faced that are unique to your business idea? Starting a business in the beauty industry is very challenging. The beauty industry is run by billionaires that own big companies. People constantly ask me how I intend to compete with Sephora, Loreal, Mac and the likes, my response is that those are not my competition. Makeup and Skincare are the physical products that we sell and that’s what people see, however, for me, makeup and skincare is only a vehicle or a platform to reach the Adoniaa women that want to unmask their beauty. [bctt tweet=”Since I developed the vision for my company @adoniaaworld, I started creating and got really innovative – Adedoyin Omotara” username=”SheLeadsAfrica”] Where there challenges owning a business in a foreign country? Starting a new business as an immigrant in Canada has definitely not been the easiest of things. It’s easier to get a job and work 9-5. But this is not just a business for me, it’s my vehicle to fulfilling my purpose and changing the world. I have embraced all the challenges and focused on my vision. At times, I tell myself that if I were in my home country, I wouldn’t need to work this hard to be profitable. What I have done though is to change my mindset and focus on the vision. I have also tapped into so many resources that the Government has made available to immigrants. Do you believe in Feminism? My take on Feminism is simple… It is the Adoniaa dream -The Adoniaa dream is a dream that is deeply rooted in every woman’s heart. I have a dream that girls and women will have the resources and opportunities they need to reach their full potential. I have a dream that girls and women will live free from violence · I have a dream that girls and women all over the world will have access to good education· I have a dream that there would be equality in the workforce. I have a dream that child brides will no longer be a thing. I have a dream that female genital mutilation will become history. I have a dream that girls and women will stand in their power and be empowered to defend themselves. I have a dream that gender-based violence will stop be it domestic abuse, rape, or sexual trafficking. I have a dream that women will embrace their fears and be courageous enough to shine as their most beautiful self. I have a dream that girls and women will no longer need to fit into society’s image of beauty but create and define our own beauty. I have a dream I believe that we can only achieve this dream by taking action! [bctt tweet=” This is not just a business for me, it’s my vehicle to fulfilling my purpose and changing the world – Adedoyin Omotara” username=”SheLeadsAfrica”] Adoniaa Beauty recently launched a campaign towards the above causes. Our 24hr Lipsticks of hope are our flagship product and we have partnered with non-profit organizations that address these issues. $1 from every Adoniaa 24hr lipstick sale will go to our Non-Profit organization partners that actively work to end these problems. When you buy the Adoniaa lipstick, know that you are empowering a woman. When you empower a
4 Reasons why an effective On-boarding process will help you keep your employees
On-boarding is a process of integrating a new employee into the organization. We all mistake Induction for On-boarding, while the former ends in one day. Onboarding usually lasts for about six months till a year depending on the company. [bctt tweet=”Empowering an employee through an effective onboarding process to think and act like the CEO would go a long way in retention and business growth.” username=”SheLeadsAfrica”] Here are some things to note about onboarding: 1. A good Induction is the first step to retaining your employee. Induction shouldn’t be just a storytelling session about the company rather it should integrate the staff to the company’s vision which will enable them to run with it. You would save yourself a lot of headache in micromanaging your employees if you can ensure they are well aligned with the vision. Induction shouldn’t be one-off, there should be a frequent induction program which should cascade to each department and roles. 2. It helps employees think like a business owner Empowering an employee through an effective onboarding process to think and act like the CEO would go a long way in retention and business growth. The mindset of a CEO is much more than completing tasks or meeting up with deadlines; it’s about the growth of the business. Each employee should be able to align their functions with the growth and success of the company. 3. It protects and improves your company culture A good company culture improves employee productivity which in turns drives business growth. An underlying factor for an organization’s culture lies in its Values and purpose. I’m talking about the REAL core value that forms the basis of major decisions and strategy. A proper communication during the onboarding process will prevent future cluelessness by an employee in the future. 4. Having a documented process to drive uniformity makes it more effective. It’s not enough to assume to think that line managers are helping the employees integrate better. Documenting the process starting from the induction and ensuring line managers are held accountable for following the process makes it effective. I have realized that the competency of the person managing the process goes a long way so Training is advised. With this points of mine, I hope I’ve been able to convince you why you need to revisit your onboarding process or create one if you never one before now. This article was written by Yewande Jinadu. Interested in contributing for She Leads Africa? Click here.
Why you need a Long-Term Digital Strategy for your Business
One of the biggest issues I have with my Nigerian clients is that they don’t particularly think long-term. Everybody wants results right here, right now. Social media isn’t even helping matters with the instant gratification. How else would you explain why a lot of e-commerce stores aren’t invested in an SEO and blogging strategy? A lot of businesses in Nigeria just create websites and leave it there excepting orders to magically appear. But I get it. It can be hard to think about a long-term strategy for a side hustle especially if you don’t have any plans to extend it into the main hustle just yet. Still, it is important to consider a long-term strategy for your business even if it doesn’t get there. Whether you like it or not, the internet is here to stay and is not going away anytime soon. If you have decided that you want to invest in a digital strategy for your business, you need to have a plan. You need to create a strategy outlining your goals and all the efforts it would need to achieve them. [bctt tweet=”Don’t be afraid of failure. Failure is part of life – @Ebun_Oluwole ” username=”SheLeadsAfrica”] Little drops of water make a mighty ocean. Perhaps the most important thing about an effective digital strategy is consistency. No matter how little you’re putting into it, as long as you’re consistent, you will get results in the long term. A lot of people sometimes prefer to test the waters with social media before plunging in completely. But the problem is you can become complacent and forget your goals. This is why it is important to set defined goals from the onset to keep you focused and accountable. Need I remind of the numerous benefits you can get along the way: A recurring and diversified income Brand authority Thought leadership Influence But perhaps, you’re struggling to stay motivated and you need to be constantly reminded of your goals, positive affirmation helps. You need to place them where you can see them every day. You can use a vision board or just have them in strategic spaces like on your desk or on the walls of your office. Don’t be afraid of failure. Failure is part of life. Don’t be afraid to think long-term because of failure. Even if you do fail, do not stop there. Pick up the important lessons and move on to the next one! In conclusion, to get the reap the incredible benefits of a digital strategy for your business, you need to think long-term.
Oluwatoyin Egedi: From Stay at Home Mom to Piloting Women Empowerment
Oluwatoyin Egedi is a Civil Engineer by training but an entrepreneur by decision. She currently sits as the CEO of Rullion Capacity Builders Foundation – a social enterprise that seeks to empower women with skills to start profitable businesses right from home. The vision for her is to use the vehicle of skill acquisition to ameliorate women’s capacity and enhance their chances for economic enrichment. Why did you start a women empowerment center? I started Rullion Capacity in 2014 – a women empowerment center from a personal encounter and insight into the need for women to be skilled and have the capacity to generate income as stay at home moms. This center was born at a time when I also needed to be empowered – I had just had my third baby and the few job interviews I attended didn’t expressly say, but once they learned I was married and had children, the odds tilted away from me. Later, I realized that in an employers’ eyes, a married woman with children meant more off days, more sick leaves, the bottom line, fewer work hours. Without getting any offers, I decided that rather than just sit at home idle, I would learn a skill. I settled for small chops and cocktails. The program was very affordable as it was subsidized by the church and I was amazed at the number of women who attended the skill empowerment. With the knowledge, I garnered from working in the advertising industry before being a stay at home mum, in no time I was selling my finger foods at events and was making some income even though I was working from home. Soon, I discovered that a lot of the other women who attended that program with me were not grounded in basic business skills and were waiting to get funds to rent a space before they start a business. Instantly, I knew this was an error, and thought about how I could change this. I gathered a group of friends and with further discussions, we saw there was a need to change the mindset of so many women who think being a stay at home moms meant being without avenues to generate income. We launched a skill acquisition program laced with business skills in financial literacy, customer service, brand management, legal aspects of business, marketing and sales. Our first program was a flop as we were still quite unknown but we persisted and created more awareness. Using social media as a very strong marketing tool, we had more attendees. So far, we have trained over 400 women who have largely gone on to start their small businesses and some who do not have the financial capacity to start, are currently employed until they can. [bctt tweet=”Our first skill acquisition program was a flop as we were still quite unknown but we persisted and created more awareness using Social Media ” username=”SheLeadsAfrica”] There are quite a number of women empowerment organizations, what makes yours stand out? In striving for excellence in a sector where there are so many mushroom operators, in 2016, we became an accredited vocational center for Trade Test 1, 2 and 3 and NABTEB (National Business and Technical Examinations Board) exams which further qualifies our trainees to work anywhere in the world. Last year, we observed that a critical challenge our trainees had was having access to capital to purchase equipment. This led us to seek and partner with MISS – Micro Investment Support Services (an equipment leasing company led by Mrs. Elizabeth Ehigiamusoe). With this, our trainees can purchase equipment on loan of up to N500,000 over a tenor of 12 months with a very affordable interest rate. Furthermore, we observed that though our students now had the equipment and technical know-how for business and already had products, a bigger challenge was getting ready buyers. The answer to this was The Women’s Entrepreneurship Fair (WEF) with the vision to connect our women to customers, investors and the government. We had 2 editions last year with women-focused brands such as Access Bank Women banking, Molfix Diapers, Guardian Life, Nobel Carpet and rugs (Lush Hair), Cake World, Orijin Zero, Bella Naija, Fero Mobile, De-united Foods Limited, Cadbury, United Capital Limited, LSETF, among others throwing their weight behind the massively successful event. A lot of our women are still reaping the dividends of those shopping exhibitions and we are looking forward to having more in the near future [bctt tweet=”Without getting any offers, I decided that rather than just sit at home idle, I would learn a skill – Oluwatoyin Egedi” username=”SheLeadsAfrica”] What Challenges have you encountered on this journey? Remember I mentioned I was thrown into this journey not of my own will but because of circumstances around me at the time. So it has not been a smooth journey but I’ve been determined as I currently enjoy what I do. Below are some challenges I faced: 1. Wrong Structure: We are a registered social enterprise with the CAC but without any formal educational background in the team, we struggled with the structure a bit before we found our footing. Working with the Federal Ministry of Labour and Productivity’s trade test modules and syllabus likewise NABTEB’s has helped us put a proper structure in place 2. Getting skilled workers: This was difficult for the courses we offer at Rullion but we had to overcome. Courses such as Cosmetology ( hairdressing, nail fixing, makeup and gele tying, Fashion design and accessories, catering and hotel works, and so forth) but as trainers, we have embraced the importance of training and re-training. Some people are of the opinion that if you train your staff, they’ll leave you and become competition. But what if you don’t train them and they stay? It comes back to hurt your brand and what you aim to achieve. Besides, collaboration is a new competition. We can’t do all the work,
I’ve Got Bills To Pay & You’re Talking About Brand Building?
Not every single marketing activity will translate to direct sales! Can someone please scream this from the rooftops? If you’ve worked in a marketing capacity, you know this. And you also know a lot of clients straight up refuse to accept it. It’s easy to want to connect all marketing activity directly to ROI. Some of these activities, such as social media, may be viewed as extras and add-ons because they do not translate to direct revenue, but do they help in solidifying the overall brand picture? You bet! It’s imperative to place brand building and sales activities in separate categories. Although they might occasionally overlap, they must be treated as different actions, with different strategies that generate different results. [bctt tweet=”if consumers feel your brand is wack, they won’t be willing to pay much for it – Oluwaseyi Bank-Oni” username=”SheLeadsAfrica”] It is easy to overlook the importance of building a solid brand before diving straight into selling. Especially after investing funds into a business. Granted, in the beginning stages of running your business, you might command profits left, right & center. But what keeps your clients coming back? What prevents them from switching to a competitor selling the exact same product or services for slightly less? Your brand – that’s what! Big brands invest millions of dollars in building and maintaining a certain brand image with no direct translation to sales. This is not just for fun or because they feel like splurging. It’s because they understand the value and the equity that comes with a solid brand name. Even the good book says, “A good name is more desirable than great riches. To be esteemed is better than silver or gold”. Hallelujah, somebody? Take Coca-Cola, for example, this brand participates in different types of brand building activities designed to trigger emotions, nostalgia, and certain positive feelings associated with the brand. Amidst these activities, Coca-Cola products are not explicitly sold. Why? The brand understands the value of building brand equity with their current and potential consumers. What is this brand equity, you ask? It is simply the value placed on a particular brand, based on the experience, feeling, or perception a consumer attaches to it. Simply put, if consumers feel your brand is wack, they won’t be willing to pay much for it. If they view your brand as the best thing since sliced bread, they will be willing to pay more for it compared to similar brands. Thus it has a higher equity and commands a price premium in the market. The problem with focusing on sales before boosting brand awareness and equity is that you may attract a slew of one-time clients. They buy and use your product, but have no connection to keep them coming back, so they keep it moving! A competitor product pops up the next time and they switch. Sounds familiar? Yeah, we’re all guilty of doing this. We’re also guilty of being extremely loyal to certain brands based on the value we have placed on them. For some mothers, only a certain brand of diapers will do for their babies, for others, such as myself, we buy fuel from only a certain brand of petrol stations. That’s the beauty of building a strong and trusted brand. There are many angles to this “brand equity” business, including consumer-based brand equity as discussed previously, employee-based brand equity, and more. As your business grows, employee-based brand equity cannot be neglected. In growing brand loyalty and equity, employees can be your most cost-effective brand evangelists. The people who will love and promote your brand from the mountaintops – for free. Let’s use Heineken as an example, I have a couple of friends who work for the brand, and as we say in Nigeria, they “carry it on their head”. Sometimes I think to myself, “Na your papa own this place?”-(Does your father own Heineken?) but guess what? The last time I was in Amsterdam, where the HQ is located — What was I most excited to see & do? To tour the Heineken brewery! The passion their employees have for the brand and the sincere love and joy that emanates when they speak about it, in turn, gave me the “ginger” and excitement to go see things for myself. When your employees truly believe in your brand and become loyalists (not just because you pay them a salary), something truly magical happens. They become one of your greatest and cheapest marketing assets. The word begins to spread organically and the positive brand equity transcends from employees to consumers. [bctt tweet=”When your employees truly believe in your brand and become loyalists (not just because you pay them a salary), something truly magical happens – Oluwaseyi Bank-Oni” username=”SheLeadsAfrica”] It’s understandable, you put money in, you want money out, and quick! Unfortunately return on investment is not always immediate or that simple. Recognizing the need for brand building activities which may not necessarily translate to sales in the short-term is the first step. Understanding the need to cultivate long-term meaningful relationships with your target is the next. While creating a distinction between brand building and selling activities, always remember to look at the big picture and think long-term. As Gary Vaynerchuk once said, “Brand is not transactional. Brand is forever”. Got an article to share with us? Click here.
AMBER WILLIAMS: PEOPLE DON’T BUY PRODUCTS. THEY BUY STORIES
Amber Williams is the founder of Punkyflair, a brand story shop that serves beauty, fashion, and lifestyle startups. Building iconic statement-making brands is her jam, and she is committed to helping businesses grow authentically through a story. Through Punkyflair, Amber has positioned new businesses in the marketplace, molded magnetic personalities, crafted money-making narratives, and named global product collections for leading brands like Camille Rose, Heat Free Hair, Shea Radiance, and Marjani. Amber Williams connects young brands to the customers they want to reach through a story. She believes that story is the most critical business asset for one simple reason: it can’t be duplicated. It is the key to building a brand that will withstand the test of time and last forever. In this interview, she discusses how you can best understand your audience, communicate your vision, and sell with a story. Tell us how and why you started Punkyflair My early career was spent in corporate America where I used my formal training in psychology and integrated marketing to create and launch brand strategies for companies like Armani Exchange, Volkswagen, The United States Olympic Committee, and Feeding America. I was working within a world of limitless resources and possibilities in marketing. I had the freedom to be creative, spend however much was needed, and most importantly – test the water. After several years of implementing creative brand marketing campaigns, I realized that my signature approach to every strategy I created was rooted in a story. Every idea, every narrative, and every message I built told a story. Inadvertently, I used my knack for writing and understanding of human behavior to put words together that would sell clothing, jewelry, cars, and even promote funds for world-renowned athletes. [bctt tweet=”Every idea, every narrative, and every message I built told a story – @punkyflair” username=”SheLeadsAfrica”] I was a storyteller. At 29, I decided that I would package up my approach and all of my corporate learnings into a framework that would help startups launch and grow their businesses. I created Punkyflair to empower entrepreneurs with the tools, training and thinking necessary to understand their audience, communicate their vision, and sell with the story. Today, I have the good fortune of doing so for leading woman-owned brands like Camille Rose, Heat Free Hair, Marjani, BLK+GRN, and Shea Radiance. What is brand storytelling and where does it fit in marketing strategy? Simply put, brand storytelling is a method for connection. If you consider your favorite storybook or movie, there is most likely a character in it that resonates most with you. Maybe it’s because you see yourself in them. Perhaps it’s because that character represents who you want to be. All great stories make you look at yourself and consider how you connect to the tale being told. Brand storytelling is no different. A great brand story lets your customers know why you exist and how you fit into their lives. When done well, your brand provides the perfect reflection for who they already are but better. Brand storytelling is the most effective, non-salesly way to build meaningful and profitable relationships with the customers you want to reach. [bctt tweet=”A great brand story lets your customers know why you exist and how you fit into their lives.” – @punkyflair” username=”SheLeadsAfrica”] How can businesses effectively explore the core elements that make up their customer profile? All businesses should view their customers as the star characters in their brand story. Everything that your brand does–from operations to product innovation and marketing–should be built around your customer. It always amazes me how many entrepreneurs are willing to skip this essential first step. A strong customer profile is made up of three key elements: perspective, preference, and personality. Understanding your customer’s perspective is all about figuring out where your customer is coming from, the unique challenges they face, and what they really want from your brand. The next step is to discover what your customer prefers by digging deep to understand purchase motivators and where your brand solution fits into their lives. Finally, you’ll want to explore your customer’s personality traits. Doing so will help you tailor your messaging in a way that gets the people you want to reach to listen and buy from you. [bctt tweet=”A strong customer profile is made up of 3 key elements: perspective, preference, and personality – @punkyflair” username=”SheLeadsAfrica”] As they discover their customers, how do businesses determine the best approach in talking to their audience? Now that you know more about your customers, you’ll want to speak to them in a language that they understand. The best approach is first to visualize precisely who this person is. Bringing the person you want to reach to life humanizes your communication. It brings back the reality that you, as the brand, are talking to a real person. When working to craft your narrative, ask yourself these four questions: Why does my brand exist? What problem do we solve for our customers? What values or beliefs do we stand on as a business? How do our products/services make our customers’ lives better? The answers to these questions make up your core brand narrative, letting your customers know exactly why they should trust and buy from you. Plaster them everywhere (tactfully of course)! As businesses increasingly incorporate storytelling in marketing strategy, how can “Motherland Moguls” craft a brand story that yields customer action? The marketplace is getting extremely crowded! It’s never been harder to cut through the clutter than it is now. Customers are continuously bombarded with marketing messages and brands are spending a significant amount of money just to stay visible. In this landscape, the challenge lies in not only being seen, but in making money also. The best way that Motherland Moguls can yield a favorable action from their target customers is to keep a pulse on their customers’ wants and needs. Don’t get too caught up in the competition and what they’re doing. Always remember that people
Salma Abdulatif – The Hair Nurse: I kept trying till I got Salummy right
Salma Abdulatif was born in Malindi and raised in Mombasa, Kenya. She studies Marine Business Management at Moi University, and she is a Cohort – 15 graduate of the Young African Leadership Initiative, a programme initiated by former President of the United States, Barrack Obama. Apart from that, writing and poetry have been her forte all through her life. She also enjoys motivating youth and creating innovative solutions to complex problems which she does through her Community-Based Organization, Motivational Talks for Youth (MTY). Salma recently ventured into Natural Hair Oil business – Salummy and she takes us through the journey of being a hair nurse. Why did you decide to create natural hair products and how did you transform that into a business? After listening to my friends complaining about stunted hair growth, dandruff, ‘rough hair, weak hair etc…. You know all those problems girls have with their hair. The problems did not just end there, there was also the issue of hair products which promised to take care of the mentioned issues but most of them failed. Personally, I have tried all types of hair oils that I could lay my hands on and I found it difficult to get that one particular oil that I could constantly go back to and this was when I realized that I could be the solution to this problem. After a number of trials and errors, I was able to come up with a particular oil that I used for some time and there was a tremendous improvement on my hair in terms of texture, color, size, volume, and strength. I am a Muslim, so I cannot carelessly flaunt my hair all over the place. One day, as I washed my hair, my cousins noticed the change and asked for the secret behind my beautiful hair. After sharing it with it them, they also tried it and it worked! That is how Salummy hair oil was born. Friends kept on asking for the oil, and I realized I couldn’t keep giving them my oil for free, and I slowly transformed it to my side hustle. I moved from making the oil to shampoo, hair conditioner and even beard balm for the men. Where do you get the ingredients for your oils? Are they natural? I mostly use organic products ( chemical- free)which is a combination of carrier oils, herbs, and essential oils which when mixed together can be a perfect combo to more moisturized, longer, softer and thicker hair. I use black Jamaican castor oil, curry leaves and lavender essential oil as part of the products I use in my combo. I source all my raw materials locally and I get my bottles from Nairobi, in a plastic industry. Who are your clients, and where are they located? Most of my clients are natural and transitioning ladies but I also have a significant number of relaxed ladies who still find my hair oil helpful to their hair mainly in terms of reducing on hair loss. I have a big market base- I have clients from Mombasa, Kajiado, Nairobi, Kilifi, Lamu, Zanzibar, Daresalaam, Nakuru and even England. What has been the feedback since you launched Salummy Hair Products? The feedback has been overwhelming. When I first started, I did not have a good response and I had to go back to the kitchen time and again to work on my recipe and to keep trying until I had the right proportion for all hair types. There are so many entrepreneurs out there selling natural hair products, what makes your brand unique from the rest? My brand is unique because I give the clients exactly what their hair needs. You will find most brands promising so much and delivering little but I have always tried to test my products with my own family and friends before taking them out to the market so that I give the people what they really want and not what I envision for them which might sometimes come out as an illusion of expectations not met. The first time you use a natural oil, you already can feel and know if it works or not. This is the beauty of it. [bctt tweet=”If you are passionate about what you do, you can never fail – @salummy_salmun” username=”SheLeadsAfrica”] What challenges do you or have you encountered? The main challenge has been to grow the business by myself. I have so many suppliers and ambassadors but I am still the entrepreneur and the head and it can sometimes come out as overwhelming especially since I have to deal with so many orders. The other challenge I face is introducing new products that my clients need like shampoos, conditioners, deep conditioners, and even soaps. I am really trying to take it easy and go as per my capacity. But I eventually know that I will have all these products out sooner or later. I am also thinking of adding partners in the company and a personal assistant to help me in distribution and marketing. What is your advice to young women entrepreneurs who keep dismissing their business ideas with doubts and fears? If you are passionate about what you do, you can never fail. Businesses do not grow in a day, it is a combination of effort, determination, consistency, and creativity. If you have all these with you, your business will speak for itself. Article by Rumona Apiyo. Interested in contributing for She Leads Africa? Click here.
Oghenekevwe Omotosho: I started Oh Wow Popcorn in my kitchen, now its selling across Nigeria
Oghenekevwe Omotosho is a graduate of computer engineering. She obtained her B.Eng at the Enugu State University of Science and Technology, Nigeria. She is also a creative thinker and serial entrepreneur. Kevwe is the CEO and creative director of the unique popcorn brand – Gimme Oh Wow Popcorn & Events – makers of the popular Oh Wow! Popcorn brand. She is married with three children. In this article, she talks about how she turned her passion for popcorn making into a business, and how she’s overcome challenges along the way. How did you discover your passion for popcorn making? Oh Wow Popcorn started in my kitchen. I used to make popcorn for my children and also used it to entertain guests at home. Also, I enjoyed creating new flavors of popcorn especially indigenous Nigerian flavors. I got excited by the idea of making popcorn art and I offered the service of displaying a variety of flavors at every event, live popping or delivering to clients at their convenience. How did the brand Oh Wow Popcorn come about? I realized it was going to be a business for me sooner or later when I started getting positive feedback from friends and family. I made samples and took to my children’s’ school to do a little market research and their response was encouraging. So the journey began, it has been a massive adventure since then. Oh Wow Popcorn was formally launched on the 14th of February 2017 and to the glory of God, we have successfully weathered our fair share of what I call teething challenges. We keep on learning our lessons on this great entrepreneurial adventure and we have come out stronger and better for it. [bctt tweet=”We are proud to have revolutionized the popcorn and snacks making industry in Nigeria – @ohwowpopcorn” username=”SheLeadsAfrica”] Do you run your business full time? What did you do before starting Oh Wow Popcorn? I am a serial entrepreneur, I already had a few other businesses including Myfoodsupplies and I Sabi Work before my passion for popcorn lead me to start oh wow popcorn. I am currently running the three businesses. Popcorn making may seem easy, but what major challenge have you encountered since launching, and how did you overcome them? It has its own challenges. The most challenging was getting a business partner. I thought working with a partner would ease the pressure of running three businesses, but unfortunately, things didn’t work out as planned. I took the bull by the horn and threw myself into building my businesses by training my staff and restructuring my time. Another key challenge we have faced is getting acceptability for our brand of popcorn which is different from what Nigerians are used to. We have however been able to overcome this challenge. Knowing that there are many other popcorn brands in the market, how do you make sure your brand is unique and set yourself aside from the crowd? We stand out from other brands by being original, unique and creative. Our customer service is also excellent. What are you most proud of about the Oh Wow popcorn brand? We are proud to have revolutionized the popcorn and snacks making industry in Nigeria. Since inception, we’ve invented and introduced never seen before flavors like Kilishi popcorn and kulikuli popcorn into our specialized popcorn, and candy floss catering for various types of events. We saw a great potential and are happy to fill the space, by making our clients’ events come alive in previously unimagined ways with our tasty and colorful creations. When it comes to marketing, how far across Nigeria has your brand gone, and where can your products be found? Although we are based in Lagos Nigeria, we receive orders from other parts of the country, such as Ibadan, Abuja, Ondo, and Benin. [bctt tweet=”I took the bull by the horn and threw myself into building my businesses by training my staff and restructuring my time – @ohwowpopcorn” username=”SheLeadsAfrica”] Beyond popcorn production, what else do you do as a brand? We also cater for candy floss, ice cream, waffles, meat pie, chinchin, zobo etc. What is your staff strength currently, and how do you manage them? We currently have 4 permanent staff, and we also get temporary workers when necessary. I make sure everyone knows his/her job responsibility and concentrates on doing it. How do you manage your work-life balance, as an entrepreneur? I delegate duties to my staff and I try as much as possible to limit my work to some specific hours of the day, especially our social media management. Immediately my children get back from school. I concentrate on being a mother and a wife, I take them through all their assignment, eating and gist time before bed. Once they’re asleep, I round up my social media engagement for the day. What’s the next step for Oh Wow popcorn? The next step for oh wow popcorn is to have a presence all through key cities in the country and the world at large. We look forward to being the number 1 popcorn brand in Africa catering for all types of events. Any advice for people with this same business idea? I will advise you to start small, start with what you have. You may have to give a free service to showcase your work to potential clients. Your first impression can make or mar your brand Nurture and grow your business through the early years just as you would nurture a child. The most important tool you’ll need is your passion and drive to keep moving when the chips are down and it looks like you’re getting nowhere. Be creative, be original, be unique. Fill in the gap. Before the end of the year,… I would like to have finalized all plans for the maiden edition of Oh wow popcorn day. It’s an event that would help us give back to our community. It has been scheduled for January 19th next year. Sponsored Post.