Entrepreneurial Branding Online is an online engagement service for brand building and branding practical strategy conversations targeted to purpose-driven, early stage entrepreneurs and purpose-led entrepreneurial businesses. This engagement service is a spin-off to the highly acclaimed and expert-recommended book entitled Entrepreneurial Branding by Author and Brand Strategist, Phumulani Mngomezulu, an award-winning business author and a well respected opinion leader on the subject of branding in the entrepreneurial community who has been engaged in the study of the psychology behind successful entrepreneurial brands for over several years. 

Through this online service, Phumulani discerns his philosophy for brand building and branding that entrepreneurs who want to lead purposeful and impact-driven businesses can adopt and implement, practically, along their respective journeys. 


"My conversation on brand building and branding is ingrained in the belief that a good brand must tell us something valuable about the human predicament."

I was raised in a religious home by spiritual leaders, more so, my father is a scientist, whom I used to travel with immensely during my childhood days. Being exposed to such an environment that conflated spirituality and reason at the heart of the people that led me, greatly influenced my thinking and how I would see the world and its people as I grew up. A part of that influence can be seen in my discernment on brand building and branding. My conversation on brand building and branding advocates for the belief that a good brand must tell us something valuable about the human predicament. It must tell us that products are people’s attempts to construct meaning in the face of the relentless pain and injustice of life and that these products have the ability to assuage human pain and can be used to find ultimate meaning during the course of human struggle.

I believe that the process of brand building can be a process that tells us something profoundly true about our humanity. It could tell us about the intensity and richness in which people live their lives, about how they cope with their mortality and creatively endure the suffering that their humanness is heir to.

Take for example, when Nike says that the athletic journey is similar to the hero’s journey, that a normal person from humble origins can attain their victory after facing a great and much stronger and powerful adversary, and equate that stronger and powerful adversary to one’s own laziness and doubt, to say that if one has a body then one can be an athlete, they are essentially championing the notion that we are our own worst enemy. These aren’t understood as primarily factual notions. These are notions that are designed to help people negotiate the obscure regions of the psyche, which are difficult to access but which profoundly influence our thought and behavior. They tell us about people’s ability to enter the warren of their own minds and fight their personal demons. They tell us about the more elusive, puzzling and tragic aspects of our humanity that lie outside the prism of logic, rationality and consciousness.

In entrepreneurship, to champion this perspective on brand building and branding is to indirectly champion the notion of the impact, purpose-driven entrepreneur and purpose-led entrepreneurial business. It is to advocate for sustainable entrepreneurial development and entrepreneurship. 

What we learn from history and the study of successful entrepreneurial businesses is that at the heart and the success of these iconic entrepreneurial businesses is the love and discernment for great customer experience and what we know is that customer experience is birthed by purposeful, visionary and inspiriting brand building strategies and a deliberate, unique disposition on brand building

The success of brands do not just tell us about the human predicament but they also tell us of the ultimate human experience. They tell us of the journeys that people take to lessen their pain. That through brands, in products and services, people are looking for an ultimate reality. A reality that helps them find value in their lives and represents their lives in a better and elevated realm where their emotions are honeyed.

Consequently, I believe that brands that do not help humanity in this way are likely to come across as opaque and aloof or even ridiculous. Good brands and good products are people’s truest ideas about themselves, despite all the dispiriting evidence that we see every day that is to the contrary.

Phumulani Mngomezulu

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