To add to what Mr. Masiyiwa has said in his Facebook post on the 10th of July, 2016, “building a culture of brand integrity requires a solid identity foundation” – Dayo Abiola. Many African entrepreneurs are ignorant of the power and influence of a properly made identity – a logo – on their business. A reason for their weakness and inability to build lasting businesses. The idea of brand equity itself must start from a GOOD logo because it is a business’s fundamental differentiator and source of identification well before; the product, service, corporate image, customer service, etc. “A shameless man doesn’t care about his face”. The lack of integrity by many African entrepreneurs is as a result of the absence of the respectable consideration or understanding of the importance of a good face for a business. A logo is the face of a business, thus becoming the foundation of a brand.
A GOOD logo must have meaning (shape, color, font) with relevance to the purpose, idea and industry of the business. A GOOD logo must be crafted to the ideals (core values) of the business. This can only made through research, deep intellectual thought and understanding of the business’s intended long term position. Finally it must be rendered with visual simplicity for easy installation in people’s memory.
Strive Masiyiwa is a London-based Zimbabwean businessman, entrepreneur, and philanthropist. He is the founder and executive chairman of diversified international telecommunications group Econet Wireless. He is a man I respect. A true African brand building pioneer.
* A release by WhistleblowerPR