How African Companies Can Use Communication to Drive Growth

In today’s fast-evolving business landscape, communication is no longer a one-size-fits-all function. For companies at different stages of growth—especially in emerging markets like Africa—understanding the nuances of communication can be the difference between surviving and thriving.

What Does Communication Really Mean for Businesses?

Communication means different things depending on your company’s maturity, goals, and market context. At its core, it’s about clarity, reach, and resonance. But the way you approach it shifts dramatically as your business evolves.

Early-Stage Companies: Clarity, Reach, and Brand Awareness

For startups and growth-stage companies, communication is tightly interwoven with marketing, promotions, and customer acquisition. The goal is simple:

Craft a compelling story that makes people want to try your product
Optimize for reach—get your message in front of as many relevant people as possible
Build brand association—stake your claim in the minds of your audience

At this stage, communication is often mixed with growth hacking, advertising, and influencer partnerships. You’re buying mental real estate, and every tweet, ad, or blog post is a brick in your brand’s foundation.

For example, PiggyVest One of Nigeria’s most exciting startup stories began with a viral tweet on December 31, 2015, where a user shared how she saved ₦365,000 by putting aside ₦1,000 daily in a wooden box. This sparked the idea for PiggyVest (then Piggybank.ng), which launched in early 2016.

“We saw people saving in wooden boxes or relying on informal means. We thought – what if we built a digital version of that, with structure, security, and returns?” – Odunayo Eweniyi, Co-founder

From the start, PiggyVest’s communication focused on discipline, ease of saving, and empowerment. They used a direct-to-consumer (DTC) model, leveraging their website, mobile app, and social media challenges to speak directly to users. Their messaging was consistent, relatable, and deeply tied to customer success stories.

Similarly, Kuda Bank used social media storytelling and influencer marketing to rapidly build brand awareness and trust among young, tech-savvy users.

Scaling Companies: Reputation, Consistency, and Stakeholder Engagement

Once a company reaches a level of stability, the communication strategy must evolve. Now, it’s about:

Scaling reputation without diluting the brand
Strengthening stakeholder relationships through sustainable channels
Ensuring consistency between what you say and what you do

Here, communication becomes more strategic. It’s not just about visibility—it’s about credibility. Your brand now carries equity, and partnerships become signals of trust and alignment.

PiggyVest’s messaging, nearly a decade after its launch, has matured. While discipline and money management remain foundational, the brand now emphasizes security, trust, investment opportunities, and financial empowerment. Their communication has shifted from customer acquisition to reputation building, strategic stakeholder engagement, and long-term value creation.

They’ve moved from proving their concept to reinforcing their position as a trusted financial partner—balancing growth with brand integrity.

The African Context: A Unique Communication Challenge

In maturing markets like Africa, the stakes are different. Expectations shift rapidly, and companies must navigate a complex mix of cultural, economic, and technological factors.

Many African companies face a mismatch between their internal goals and external perceptions. The narrative often lags behind the reality of their impact.That’s why it’s crucial for African businesses—especially those that are impact-driven or legacy-focused—to:

Own their stories before others define them
Articulate their thesis—what they believe, what they’re building, and why it matters
Balance storytelling with growth levers—ensuring that brand building doesn’t come at the expense of business performance

Communication Is Strategy

There is no ideal communication strategy—only one that fits your current reality. Whether you’re optimizing for survival or scaling for impact, the key is to understand where you are and what your brand needs to say.

In Africa’s emerging markets, companies must learn to communicate not just for visibility, but for legacy. The stories being told today will shape the continent’s business narrative for decades to come.

Here’s how African companies can use communication to fuel business growth and build a reputation that lasts. I have a few tips I can share:

1. Start with Strategic Clarity

Before tweeting or launching a campaign, ask: What do we want to be known for?

Define your brand narrative: What’s your origin story, your purpose, and your unique value?
Align with business goals: Communication should support growth metrics—customer acquisition, retention, partnerships, or investor confidence.
Know your audience: Segment your stakeholders—customers, regulators, media, investors—and tailor messages accordingly.

2. Build a Consistent Brand Voice

Your brand voice is how people recognize you—even when your logo isn’t visible.

Tone matters: Are you bold, empathetic, authoritative, or playful? Choose and stick to it.
Consistency across channels: From social media to investor decks, your voice should feel unified.
Train your team: Everyone from customer service to sales should understand and reflect your brand tone.

💡 Tip: Create a simple brand voice guide—include do’s and don’ts, sample phrases, and tone principles.

3. Communicate with Stakeholders Proactively

Silence breeds uncertainty. Proactive communication builds trust.

Customers: Use newsletters, social media, and in-app messaging to share updates, wins, and changes.
Investors: Send regular performance updates, market insights, and strategic shifts.
Regulators & media: Build relationships before you need them. Share thought leadership and industry perspectives.

4. Use Data to Tell Stories

Numbers are powerful—but stories make them memorable.

Translate metrics into meaning: Don’t just say “10,000 users”—say “10,000 small businesses now access credit faster.”
Visual storytelling: Use infographics, short videos, and dashboards to make data digestible.
Celebrate impact: Highlight how your product or service improves lives, not just bottom lines.

5. Invest in Communication Infrastructure

You need more than a social media or marketing team. Where you can already afford it, build out your storytelling team.

Hire or train communication talent: PR, content, brand strategy—these are growth drivers.
Build internal systems: Use tools like Notion, Slack, or Trello to align messaging across teams.
Measure impact: Track engagement, sentiment, and conversion from communication efforts.

6. Localize Without Losing Identity

Africa is not a monolith. Your communication must reflect local nuances.

Language & culture: Translate content where needed, and respect cultural norms.
Community engagement: Partner with local influencers, media, and organizations.
Hyper-local storytelling: Showcase customer stories from different regions to build relatability.

Your communication strategy is your growth strategy. Don’t wait for the market to define your brand—shape it with intention. Whether you’re launching a new product, entering a new market, or scaling your impact, your message must evolve with your mission.

Need help aligning your communication with your business goals? Let’s build a strategy that speaks to your audience—and your ambition.