KINYOZI WA MTAA (PART 1) – THE GUY WITH BRAND CONSISTENCY

Kinyozi wa mtaa – Kenyan coloqial for local barber

For the last ten years, matters regarding my hair have been handled by one guy. I can trust no other and shall trust no other. In addition, just to emphasize how much I value his service, last year he moved his shop to a location further away from my convenience. That however did not stop me from following him to his new location, whether at my convenience or otherwise.

LOVE FOR ROUTINE

What I love most about my barber is that he understands what I need, and delivers it time and time again.

I walk in and I am warmly welcomed

In the event that I have to wait a few minutes for him to finish with a prior client, I am offered that day’s newspaper

When it is my turn, I am welcomed to my seat. Without saying a word, he knows what style I want

When he is done with the shave, I am ushered to a massage area. The masseurs knows exactly what I like

While it looks like a kawaida (normal) routine, it is in fact a system well packaged in a brand. It is because I know that every time I visit the barber I shall receive the exact treatment that you will find me at the barbershop every two weeks, and without fail.

A SYSTEM IN A BRAND EQUALS CONSISTENCY

When a person is loyal to a brand, what they really are loyal to is the consistency of the brand . . . the idea that they will find the same product or service as last time. This somewhat answers the question ‘why I would return to the same barber every time I need a shave.’ Similarly, a hungry Nairobian will pass by the nearest Kenchic outlet knowing they will find the same quality oily, well-salted chicken; and consistency in a brand is best achieved when a system is integrated into the brand.

A System – this is not a hard techy word. It is simply routine practice documented and followed . . . mmmmhhhh, let us discuss that in part 2 of this article.