Authenticity key to building customer loyalty – Communication strategist
By Solomon Nartey Tetteh
Communication strategist Raheema Kodey Quaye has called on businesses to prioritize authenticity in their branding and marketing efforts, noting that today’s consumers are more likely to engage with brands that have a clear purpose behind what they offer.
“People don’t just buy what you’re selling—they buy why you’re selling it. Your story, your values, and your intention are what make people connect with your brand,” Ms. Quaye said.
Her remarks come at a time of rapid growth in digital entrepreneurship across Ghana. With the rise of online businesses and marketplaces, competition has become fierce, and consumers are no longer limited by location or product availability.
Speaking on Business on Breakfast on Zed FM, Ms. Quaye encouraged entrepreneurs to move beyond merely selling products and instead focus on delivering value and building meaningful connections with their audiences.
“In today’s digital landscape, buyers are not just looking for items—they want brands that reflect their values and lifestyle. That emotional connection is what drives loyalty,” she explained.
She further stressed that one-time purchases do not translate into lasting customer relationships.
“A one-time buyer is not a customer—they’re just passing through. True loyalty is built through connection, and connection is built on authenticity.”
Ms. Quaye also urged business owners to reconsider their marketing strategies, questioning the heavy reliance on traditional media platforms such as radio and television. She advocated for the adoption of digital tools that provide measurable insights through data and analytics. In her view, authenticity is no longer a passing trend but the cornerstone of every successful modern brand.
