NewsEast & Horn AfricaThe strategy behind a Kenyan brand building

Thu,23Nov2017

Posted on Wednesday, 16 October 2013 10:22

The strategy behind a Kenyan brand building

By JP O'Malley

Eva Muraya Chief executive, Color Creations Africa, Kenya. Photo©All Rights ReservedEva Muraya, Chief executive of Color Creations Africa in Kenya argues that her group of companies helps multinational and local firms to understand clients and the East African market.

 

Eva Muraya has built her brand around building brands. After spending 15 years working with several multinationals, including Xerox, FedEx and British American Tobacco (BAT), Muraya decided to start her own business.

"I still say that my time at BAT was the best school I ever went to in terms of marketing experience. It was the true science of brand building," says Muraya.

When I began my business it was very difficult for me to access credit

In 2001, she co-founded Taurus Afrika, which later merged with Color Creations Africa, where she became chief executive in 2002.

Color Creations produces branded merchandise that it embroiders and screen prints for clients including the United Nations, nonprofit organisations, the Kenyan government and members of the private sector.

Last year, the firm had a turnover of $1.5m.

"Four years ago I decided that I was looking for a new challenge, so I diversified into a more strategic level of brand building," says Muraya.

She founded Brand Strategy and Design (BSD), which conducts market research into what keeps brands ahead of their competitors.

Client demand then led to the creation in 2012 of Whiteboard Advertising and Avid Public Relations, companies she says "provide the necessary sup- port for the implementation and articulation of the brands that BSD naturally develops".

A fourth company, BrandQuad Africa, provides training around brand innovation and management.

Muraya recalls the challenges she faced when she started working for herself.

"When I began my business it was very difficult for me to access credit, technical support or market information in a convenient way.

But in Kenya today, thankfully, that situation is now changing. The current environment has significantly embraced the value of what the SME [small and medium-sized enterprise] can do to accelerate economic progress," she says.

She hopes the country will "improve on the economic environment that has been built up in the last 10 years", and says that she is glad the new government elected
on 4 March includes technocrats within its ranks.

"It means that they are learning from the competitive element of the private sector," she says.

Muraya also co-founded and now chairs the Kenya Association of Women Business Owners. ●



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