Mwelekeo TV recently aired an insightful episode that focused on the importance of branding in today’s digital economy.
The discussion featured Vivian Kabiru, a marketing and branding specialist who shared valuable lessons for young entrepreneurs aiming to succeed in Kenya’s fast-growing online space. She explained that the digital era has completely changed how people market products, build connections, and grow their businesses.
The conversation revolved around topics such as digital transformation, youth innovation, and the importance of creating genuine brands that can stand out in a competitive online world.
Vivian Kabiru, who runs Bold Brand Africa, is passionate about helping others build meaningful brands. She has worked on creative projects like Crafttory, which focuses on storytelling and innovation.
During the show, she explained that branding goes beyond logos and catchy names.
It is about a business’s reputation and how it connects emotionally with customers.
She introduced the “three C’s” of branding: clarity, consistency, and connection. Clarity involves having a clear story about what your business represents and keeping that story uniform across all platforms.
Consistency means making sure the brand looks and feels the same wherever it appears, helping people recognize it easily.
Connection, according to her, is about maintaining relationships with customers through appreciation, follow-ups, and encouraging them to share their experiences.
Vivian also emphasized the difference between marketing and branding.
Marketing attracts attention through strategies like social media posts, targeted ads, or campaigns, while branding builds long-term trust. She highlighted TikTok as a powerful tool for gaining quick visibility because of its algorithm that supports new creators.
Instagram, she said, works best for deeper engagement and building a loyal community. She encouraged young business owners to base their marketing decisions on research by studying their audience and using data insights.
With more Kenyans accessing the internet daily, she believes that businesses must shift their focus to digital tools rather than traditional advertising channels like newspapers, which have lost their effectiveness.
The conversation went further to explore the opportunities the digital shift presents for Kenyan youth. Vivian encouraged young people to be bold in solving everyday challenges through creativity and innovation.
She explained that one doesn’t need to have a perfect plan to start a business; it’s more about experimenting, learning, and adjusting along the way.
She also urged young entrepreneurs to engage in networking by connecting with others in innovation hubs where they can find mentorship and funding opportunities.
Her message was clear Kenya’s youth can drive real economic growth if they embrace self-employment and innovation.
Vivian also addressed how technology, particularly artificial intelligence and automation, is reshaping digital marketing. She views AI as a helpful tool that enhances efficiency.
She personally uses ChatGPT for writing and Canva for design work, which helps her save time while maintaining creativity.
She predicted that AI will soon handle more repetitive marketing tasks such as scheduling posts and analyzing data, allowing humans to focus on storytelling and emotional connection.
She made it clear that technology should not replace people but should instead make their work easier and more effective.
The Mwelekeo TV episode provided young entrepreneurs with practical insights and encouragement to thrive in a digital-first economy.
Vivian’s message stood out for its simplicity and relevance, showing that success in branding is built on clarity, creativity, and connection. Her experience and advice highlight how innovation, when paired with the right digital tools, can help youth turn their ideas into sustainable ventures.
