In the fast-changing world of marketing, success means more than just having a good product or service. It’s also about creating a brand that people will love and notice. Thulani Sibeko, a brand builder and business executive speaks about his knowledge of the industry.  Born in Soweto, Thulani has been in the marketing industry for over 30 years, and in our latest podcast episode, he shares insights on six key elements that he believes are essential for building a brand that withstands the test of time.

Brand Builder & Business Executive, Thulani Sibeko

Marketing Insights

Firstly, Thulani speaks about marketing insights and the importance of understanding the market, competition, and customers. He says it’s important for marketers to understand their target audience, and to know what the people want. By learning about what their customers like and how they behave, marketers can make better decisions about their brands.

Data Analysis

Thulani marks data analysis as another crucial aspect of brand-building. He talks about using data to make smart choices. “By being able to analyze data, marketers can see what’s working and what’s not. This can help them use their resources wisely,” he says.

In an article shared by Indeed in 2023, it is highlighted that in marketing, data analysis allows one to make better decisions about promoting their goods to the public. It involves identifying patterns in the information that they have about an audience, which is helpful when they want to develop marketing plans.

Effective Communication

Thulani goes on to mention the importance of effective communication. “I’ve never seen any successful leader who did not benefit from great communication skills. If you work with teams or want to achieve results through others, communication is important. It is also through communication that teams are kept together”.

Communication is a crucial skill in the business world, and it is essential to the success of any marketing campaign.

According to the Holmes Report, poor communication can cost businesses as much as $60 million per year. On the other hand, companies with effective communication practices are 50% more likely to have lower employee turnover rates and 47% higher returns to shareholders.

Podcast Hosts, Mpumi Vundhla, Pat Mahlangu with Guest, Thulani Sibeko

Strategic Thinking

In the conversation, Thulani emphasizes the importance of strategic thinking, saying it’s critical. He also touches on aligning brand strategies with long-term goals and business objectives, ensuring that every decision contributes to sustainable growth. According to him, strategic thinking is about how one makes choices of the things they will do and the things they will not do.

Achieving Results

In addition, this marketing veteran believes that achieving results is ultimately what matters in brand-building. He says brands should have clear goals and ways to measure success, this can help them to see if they’re doing well and where they can improve.

“Talking to marketers: you can do everything, but unless you achieve results, it’s not enough. Results do matter”.


He also mentions innovation as his last key element to building a brand. “The world is constantly changing, being creative and trying new things is key,” he concludes.

Thulani’s six key elements to building a brand offer a roadmap to brands looking to establish a strong presence in today’s competitive landscape. To hear more about his perspective on the marketing industry and to understand more about the above key, listen to the full podcast episode on our YouTube channel.