Top Branding Strategies for Business Expansion
How to Compete Globally and Attract Premium Customers in International Markets
Highlights
- Explore practical ways to rebrand your business and attract premium customers
- Learn how to use trade fairs and networks to break into new markets
- Gain tips on how to overcome international trade barriers
A seed may look small, but in the right environment, it grows into a forest. The same is true for women entrepreneurs. They carry ideas that can feed nations, heal communities, and transform economies. However, their brilliance is often dimmed. Research from the World Economic Forum reveals a sobering truth: only 15% of exporting firms are led by women. Most women-owned businesses remain small, informal, and local. Yet the power of trade is undeniable. Companies that step beyond borders sell more, earn more, and create greater impact. Imagine what could happen if more women were given the chance to go global.
Entrepreneurs like Christabel Ofori, an alumna of AWEC Cohort 3 and founder of Flocare Beauty in Accra Ghana, are doing precisely that. The award-winning entrepreneur and certified natural cosmetics formulator’s journey began at home, in the quiet urgency of a mother’s love. Her son’s skin was dry and sensitive, unresponsive to countless international and local brands. At her mother’s recommendation, she turned to local raw shea butter, which cleared her son’s skin. That experience ignited her curiosity about other local raw materials, such as coconut oil, moringa, and baobab, that were being overlooked.
With her background in chemical engineering and certification as a cosmetic formulator, Christabel began to ask: what other treasures lie in our soil, waiting to be uncovered? She discovered the potency of raw materials often ignored in favor of imported products. Christabel began by creating natural skincare products for children, inspired by mothers seeking simple remedies. Word spread quickly after her son’s visible transformation, and she saw an opportunity to reintroduce shea butter in a modern, consumer-friendly way.
“When I first started, shea butter was mostly sold raw in dusty markets, in a way that didn’t appeal to mothers like me. I wanted to reintroduce this natural treasure with clean, simple, and consumer-friendly packaging that reflected its true value.”
The journey was not easy, as shops preferred established international brands, so she relied on referrals, social media, and online sales for validation. Over time, Flocare Beauty expanded into 12 stores across Ghana. Balancing the business with her corporate role at Unilever was demanding, and in December 2019, she resigned to focus fully on her venture and family. Soon after, she discovered AWEC while searching for opportunities to build her entrepreneurial capacity. It became the catalyst that helped her transition into full-time business.
“AWEC came at exactly the right time. It equipped me with the tools to structure my business, refine my unique value, and strengthen my financial management. Most importantly, it connected me to a powerful community of peers and mentors whose guidance continues to shape my journey as I expand into new markets.”
Affordable Isn’t Enough: The Branding Shift That Fuels Expansion
When Christabel joined AWEC, she believed her strongest selling point was the price point. Competing brands were priced much higher, so she leaned on being “quality and affordable.” But her mentor challenged this view, reminding her that price alone cannot define a brand. That feedback pushed Christabel to rethink her identity and focus on the deeper value her products bring beyond affordability.
“You can’t build a business on affordability alone, because someone will always undercut you. When it comes to positioning, ‘quality’ and ‘affordable’ don’t belong in the same sentence.”
This shift in mindset set the stage for a major turning point in rebranding for expansion. During a branding and storytelling session at the AWEC Virtual Leadership Summit, Christabel was inspired to reach out to the facilitator, AWEC Cohort 1 alumna and branding expert Uju Obuekwe. That conversation led to a complete rebrand of Flocare Beauty.
“After that session, I completely rebranded my products. I redesigned the labels and packaging, because I realized the value I was offering wasn’t reflected in how my products looked.”
The transformation was intentional and powerful. The name remained the same, but a new tagline and refreshed logo gave the brand renewed energy. Most importantly, the labels and packaging were elevated to a premium, polished look. The results were immediate as sales improved, and Flocare Beauty began attracting a broader audience.
"The difference was amazing. I fell in love with the new look. Suddenly, our products spoke to a wider audience, attracting not just middle-class buyers but also high-end consumers who saw the quality reflected in the packaging."
Buyers took a second look and said, “Oh, this is a Ghanaian product? And it looks this good!” The refreshed look boosted the brand’s visibility.
“Branding alone wasn’t the ticket in, but it created the credibility and visibility needed to spark conversations and earn consideration.”
Her journey underscores a powerful lesson for entrepreneurs: that branding may get you noticed, but value-added services keep you relevant. As Ngozi Okonjo-Iweala, the Director-General of the World Trade Organization, has often said, “Africa must add value to its products to compete globally.” By rethinking how to use local resources, entrepreneurs can stand out, build trust, and position themselves to compete not just locally but on global shelves.
Creating Value: What’s Your Competitive Edge?
“Raw ingredients matter, but formulation makes the whole difference.”
Ghana is the world’s largest producer of shea butter, supplying a significant share of the global market. In local markets, however, raw shea butter is sold almost everywhere, with vendors offering the same thing and making it difficult to stand out.
Repackaging alone didn’t magically open doors for retail shelf space. Shops were still unfamiliar with Florcare Beauty. Christabel leaned on her background in cosmetic chemistry and formulated solutions. Instead of competing on price with raw shea butter sellers in the market, Cristabel pursued retail distribution by differentiating her products. Science became her competitive edge. She developed products that addressed common skin problems such as sensitivity and dryness.
Selling Through Retail Partnerships & Online Platforms
Her global journey began by chance. While in the United States, friends admired her glowing skin and asked what she used. She’d smile, reach into her bag, and hand them some shea butter. As an entrepreneur, she always carried stock with her, ready for any opportunity. Demand grew. What began with a jar for one friend became orders for sisters, colleagues, and neighbors. Each trip meant carrying more products. That’s when she realized what felt ordinary at home was considered premium abroad.
With determination and support from the global AWEC sisterhood, she built systems and structures to sell internationally through shipping to retailers in the United States, Côte d'Ivoire, Nigeria, Turkey, and, recently, the United Kingdom. Her model relies heavily on retailer partnerships, where she ships products to retailers abroad who then sell and reimburse her within agreed timelines, which can be biweekly or monthly. She also uses online platforms, including Amazon, to expand her reach. With Amazon, she has had to learn how to adapt product packaging to meet international regulations and platform requirements.
The Challenge of Going Global
Reaching new markets isn’t just about demand; it’s about overcoming barriers.
- Logistics: “Our products are small and affordable, but high shipping fees make them look expensive. Nigeria is easier since we can send by road, but shipping to places like the United Kingdom takes a lot more planning to keep costs down.”
- Regulations. “We had opportunities in Europe, but the European Union’s strict and costly certification requirements slowed us down. It’s still a work in progress.”
- Trust: “I can’t be in every country myself, so finding reliable partners takes time. For the United Kingdom, I searched for almost two years. Once I found the right person, we entered the market within months.”
How to Break Into New Markets
For Christabel, growth has never been about chance alone. It’s been about being strategic and positioning herself where opportunity lies.
One of the biggest drivers has been trade fairs. They allowed her to put her products directly in people’s hands, creating instant trust and demand. “Trade fairs have been my biggest entry point. That’s how we entered Turkey, by attending two beauty trade shows. People tried the products, loved them, and bought.”
The same formula worked in Nigeria. Instead of pitching from afar, she joined the Lagos International Trade Fair and let the crowd’s excitement speak for her brand. “One of my potential retailers came to see the buzz around our products. That was the turning point that convinced her to stock up.”
From these experiences, she learned that expansion is not about shipping products into new markets and hoping they stick, but about showing up, studying the landscape, and building trust first.
“Don’t just ship blindly into a country. Go there. Attend a trade show, even as a visitor. Scan the environment, understand the people, and do your research. Expansion is not just about selling, it’s about building the right networks, understanding regulations, and ensuring the product can get there consistently.”
Tips to Overcome International Trade Barriers
- Start Small, Test the Market: Use direct contacts, online sales, or partnerships before investing in large-scale exports.
- Leverage Trade Fairs and Expos: These create instant visibility, build trust, and connect you directly with buyers and distributors. Sometimes the exhibitions come to your country, and that’s the perfect chance to build relationships and partnerships.
- Understand Regulations Early: Research certification and labeling requirements in target countries before shipping to ensure compliance.
- Build Reliable Partnerships: Work with trusted local distributors or agents to navigate new markets and reduce risk.
- Plan for Logistics and Costs: Explore cost-effective shipping options, consolidated shipping, and road transport for regional trade to stay competitive.
- Use Digital Platforms: Marketplaces like Amazon, Etsy, or Shopify expand reach without heavy upfront investment in physical stores.
- Tap Into Trade Support Programs: Governments, chambers of commerce, and entrepreneurial initiatives often offer resources, training, or funding for exporters.
Practical Advice for Taking Your Business International
- Laying the Foundation: “Make sure you have a strong presence back home. Build a solid foundation, create great products, and get them certified.”
- Don’t be afraid to share your story. “When I talk about my journey at exhibitions, it captures people’s attention. That’s often the moment they decide they want to do business with me and become part of the story."
- Resilience is Key: “Things will not always go as planned. Every setback is an opportunity to learn. If you are resilient and know your why, you will overcome, and the reward will be greater than the challenge.”
- Start Small, Think Big: “Grow organically. If you rush to be in 10 stores, you may collapse. Begin with one shop, learn from it, then move to the next.”
- Relationships Open Doors: “Networking isn’t about asking for favors. It’s about building relationships and giving value. Over time, people will want to help you. That’s when doors open naturally.”
- Keep Learning and Adapting: “Times are changing. AI is now a game-changer. In my business, I use AI for content creation, product formulation, market research, and trends. Keep learning, keep adapting, and you’ll stay ahead.”
The Road Ahead
Looking forward, Christabel is excited about East Africa. Kenya is on her agenda for 2026. “The demand is already there, but we’re still sorting out logistics. Once we crack that, Kenya will be one of our biggest markets.”
Her journey shows that international expansion is not a glamorous overnight success but a deliberate, costly, and patient process. Yet with persistence, the right partners, and smart entry points, even a locally grown brand can find itself on global shelves.
Staff Corner
A strong brand is more than packaging. It’s how you show up, how you speak, and how consistently you carry your values into every interaction. Too often, businesses chase international markets before building a solid brand foundation. Your brand is what opens doors. Package your product with intentionality, let your story shine, and nurture your brand with consistency.
When your brand is strong, the world takes notice.
Take time to build your brand! It’s your most powerful currency.
“I’m passionate about helping entrepreneurs tell their stories because I believe branding is the backbone of every successful business.”
Loise Wairimu
Program Manager, Communications & Community, AWEC
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