Carve unique brands to attract customers, experts urge women entrepreneurs

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By Funmilola Gboteku and Stellamaris Ashinze


Lagos – Some panelists on Thursday urged women entrepreneurs to carve a unique brand for their businesses to attract the right customers.

The panelists spoke during the 100 Women’s International Day Conference 2019 and Mentorship series with the theme ” Breaking Frontiers”.

The event was held in Lagos by SME 100 Africa to commemorate the 2019 International Women’s Day which was marked on March 8.

NAN reports that SME 100 Africa inspires, empowers, equips young entrepreneurs and small and medium scale enterprises in Africa by providing access to finance, market, network, among others.

Mrs Tara Fela-Durotoye, Chief Executive Officer, House of Tara, said that it was necessary to create a unique brand to carve a niche in a very competitive market.

Fela-Durotoye noted that lack of brand value could downplay a new business and also make the probability of attracting consumers very low.

“Sadly branding is a core business activity that is often neglected by new businesses and entrepreneurs.

“If all brands are the same, customers would be confused, so it is necessary to be unique to differentiate yourself from others,” she said

Also, Mrs Rashidat Adebisi, Head, Retail Solutions Division, at AXA Mansard, said that asides creating a unique brand for a business, having passion for what one does was also very important.

She said that entrepreneurs who had passion for their business were more likely to have long-term goals that would help reflect their views and know their place in the world of business.

“Entrepreneurs who are new in the business world also need to understand the market before delving into it.

“They need to know the key factors in the industry so as to be able to make a difference by knowing what is trending.

” Entrepreneurs should be at the edge of creativity, learn and educate themselves at every chance they get,” she said.

Mrs Funke Bucknor-Obruthe, Founder of Sapphire Event, also said that it was essential for entrepreneurs to let their personality reflect in the their brands.

She added that understanding oneself as an entrepreneur and having confidence would help eliminate the fear of extinction. (NAN)

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