African startups are missing the brand communications advantage
- The startup ecosystem in Nigeria often confuses brand communications with marketing due to overlapping skills and cost management.
- Startups that can afford it may benefit from having a dedicated communications team distinct from sales and marketing.
- Companies are spending large budgets on customer acquisition and retention without creating a shared sense of meaning.
The text presents a compelling argument for the importance of brand communications in the startup ecosystem. It suggests that startups often overlook the strategic value of public relations and brand storytelling, which can lead to short-term thinking and customer churn. A deeper understanding and investment in these areas could significantly enhance brand loyalty and long-term success.
