A Superbrand is a highly respected brand in a class of its own with an unmatched level of respect. It signifies the brands unrivalled demand amongst consumers and customers. Achieving Superbrands status elevates a brand’s reputation, instils trust, and assures customers that they are choosing the very best in the market. Superbrands possess a unique combination of emotional and/or tangible advantages over their competitors, which consumers consciously or subconsciously value and are willing to pay a premium for. Being recognised as a Superbrand is a testament to a brand’s outstanding qualities, further reinforcing its position as a leader in its category.

A super brand is brand has the ability to effectively connect with the consumers [people] by understanding them, their personal context [what’s happening in their lives and the world around them], meet their needs and expectations and add value their lives, thus having a competitive advantage over other brands. It is a brand that remains true to its value proposition all the time, it’s unique and authentic. A super brand gives the premium customer experience, stays vigilant about consumer needs and constantly innovates to meet them where they are. It’s a brand that people desire at the moment of choice.

Over the last few years, we have seen progressive organisations align their business and growth strategies by adopting strong commitments towards sustainability, while addressing material issues from environmental, social and governance (ESG), in a more transparent manner.

Recent research indicates that organisations with robust ESG programs and with high performance ratings, generate more shareholder value. Simply put, Superbrands will be the organisations that have strategic foresight of creating long-term value by taking into consideration how their organisations operate in the ecological, social and economic environments, while fostering strategies that guarantees their organisations longevity and profitability.

A brand is a unique combination of a company’s name, logo, design, messaging, and overall identity that distinguishes it from its competitors and creates a perception in the minds of consumers. It encompasses the tangible and intangible qualities associated with a company, product, or service. A brand is not just a visual representation or a logo; it represents the overall reputation, values, and promise that a company makes to its customers. It is the sum total of a company’s identity, including its mission, vision, positioning, personality, and the emotional connection it establishes with its target audience. A strong brand can differentiate a company from its competitors, build customer loyalty, and influence consumer behaviour. It helps consumers recognise and remember a company and its products or services, and it can evoke positive associations and emotions. Brands often develop their own personality and narrative, which contributes to their overall image and perception in the market.

In the dynamic landscape of East Africa, the need to build enduring brands has reached unprecedented significance. Our region is experiencing substantial economic growth, and with it, an expansion of the consumer base. Further, we are witnessing heightened competition, both from within and beyond our borders. The globalisation of markets necessitates the creation of brands that resonate not only locally but also on an international scale. The rapid adoption of technology in East Africa has reshaped consumer behaviour. Today, consumers in this part of the World are becoming increasingly sophisticated and discerning. It is with this understanding that, the imperative of building long-lasting brands in East Africa is a strategic necessity given the evolving economic, technological, and social landscape.

A superbrand is a brand that is excellent, consumer satisfactory, pace-setter, innovative and always versatile.

It’s a brand that consumers identify with, are willing to pay their hard-earned monies to purchase and fight to honour and keep its reputation.
A superbrand builds for the future. And in doing so, it embodies consumer satisfaction, competition, innovations and versatility.

When I was growing up in the village, we had small village shops with standard basic home requirements. Our regular shopping includes toiletries like toothpaste, bar, and powdered soap. My grandmother would send me to buy things, and one of the things she often told me was to buy Colgate. The shopkeeper would give me any toothpaste available, and we were happy. Then, I didn’t understand branding. Now, it makes sense that when a brand becomes synonymous with a generic product or service, that is a Superbrand. Colgate is a toothpaste, but not every toothpaste is Colgate. Tell that to my grandma! It is easy to understand branding in products FMGs, fashion, and luxury. But for a national government department of Tax, or church or municipality, branding is an alien concept.

A Superbrand is one that is easily identified and selected during a purchase decision process. Its use or consumption exceeds customer expectations. It has earned its place and continues to defend by proactive improvement.

What defines a brand as a “Super Brand”? I believe that it is not the scale of the revenue or number of employees that make a brand stand out as exceptional. I believe it is the position it holds in the mind of the consumer. A stature within its specific sector that automatically conjures up thoughts of quality, integrity, and expertise. These are “household names”, brands we know and have known a long time, even if we don’t necessarily know that much about them or what they do. They are to their industry what Michael Jordan was to basketball.

Superbrand ~ Brand that is synonymous with good quality, exceptional customer experience and products/services. It’s a brand that is superior in its offering as compared to its peers. A Superbrand exhibits characteristics of quality, consistency and innovation. All stakeholders are proud to be associated with a Superbrand as it has the credibility they are proud to be part of and associated with it. A big part of being a Superbrand is the trust your partners put in you – from process, quality control and finally to the end product. They know all the parts of the process or product have been thoroughly checked and all strict guidelines followed. In today’s ever changing world, innovation is critical for a Superbrand to be relevant. Superbrands are fully aware of this and invest heavily to ensure their products are dynamic and versatile.

A superbrand must have proven quality, reliability and distinction; but as the world evolves and the consumer becomes more “human” so must the definition of a superbrand evolve. The modern consumer wishes to assess brands based on why they exist, what they believe in and how they wish to have a positive impact on humanity. The real superbrands know that they have a super power to change the world, better lives, and in so doing, make more than just a profit. The real superbrands are genuine about making a difference and have this at the core to their very existence.

As a proud member of the business community in Kenya, I define a Superbrand as more than just a renowned name; it’s a trusted partner in our everyday lives. A Superbrand is a beacon of excellence, crafted through unwavering dedication to quality, innovation, and customer satisfaction. It’s a symbol of reliability that resonates with our diverse and vibrant Kenyan culture. Superbrands, like those nurtured at Bidco, have the unique ability to unite communities, setting the standard for our industry and beyond. These extraordinary brands are not just labels; they are cherished companions on our journey, earning their place in our hearts and homes through consistent, exceptional performance.