Be authentic—Communication strategist urges businesses
By: Solomon Nartey Tetteh
Communication strategist Raheema Kodey Quaye is urging businesses to embrace authenticity in their branding and marketing, saying today’s consumers are more likely to engage with brands that have a clear purpose behind what they sell.
“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 comments come amid a surge in digital entrepreneurship in Ghana. With the rapid rise of online businesses and marketplaces, competition has intensified, and consumers are no longer restricted by location or product availability.
Speaking on Business on Breakfast on Zed FM, Ms. Quaye encouraged entrepreneurs to shift their focus from simply selling products to delivering value and building meaningful connections with their audiences.
“In today’s digital landscape, buyers are not just looking for items—they’re looking for brands that reflect their values and lifestyle. That emotional connection is what drives loyalty,” she explained.
She emphasized that one-time purchases don’t equate to 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 entrepreneurs to rethink how they present their offerings to the public. She questioned the heavy reliance on traditional platforms like radio and television, advocating instead for digital tools that offer measurable insights through data and analytics. In her view, authenticity is no longer a trend; it is the foundation of every successful modern brand.
