Businesses urged to focus on enriching lives and communities

The Managing Director of Airtel Ghana, Mrs Lucy Quist, has urged businesses to make the enrichment of lives and communities the focus of their products and services.

“Customers want more than a business with good physical appeal and catchy advertisement. Rather, people want an emotional connection with the businesses they deal with,” she said.

“Your brand should be a representation of the essence of why your company exists. It must connect with all your people, both internally and externally. All stakeholders must be able to clearly identify what you stand for,” she added.

Mrs Quist said this when the Chartered Institute of Marketing Ghana (CIMG) hosted her at its “Evening with CEO” event.

The event, which was on the theme, “Brand and people: Making people the focus of a brand”, was aimed at unearthing how businesses, big or small, could build strong and long-lasting brands.

She said to leave a good and lasting impression in the hearts and minds of customers, businesses must invest heavily in services and products that improve and enrich the lives of people.

According to her, businesses must deliver sustainable corporate social responsibility activities that gave back to the societies within which they operated and thereby create an experience that was memorable and enjoyable for the customer.

“People want to transact with businesses that make them feel important,” she said.

Mrs Quist explained that every business looked forward to building a lasting brand and that took vision, a solid blueprint, commitment, consistency and people investment from the top.