Directors Urged to Embrace Brand Visibility and Strategic Networking for Business Growth
Business leaders and entrepreneurs have been challenged to prioritise brand visibility and intentional networking as critical drivers of growth, trust and market expansion, during a Directors Referral Network (DRN) forum themed The Power of Brand Visibility and Speedy Networking.
The Directors Referral Network forum brought together directors, entrepreneurs and professionals to exchange insights, strengthen collaborations and reaffirm the role of visibility and relationships in driving sustainable business growth.
Speaking at the event, Nairobi Chapter Chief Executive Officer of the Kenya National Chamber of Commerce and Industry (KNCCI), Christine Mwende, said bringing together ambitious and growth-oriented professionals inevitably sparks meaningful conversations and opportunities.
“When you gather people who are curious, ambitious and slightly addicted to growth, you can be sure of two things: there will be conversations, and there will be very little appetite for being idle,” Mwende said. “The real question becomes: who has your back? That is what strong networks are about.”
Mwende emphasised that visibility is not a marketing cliché but a core business necessity. She noted that businesses that remain “best kept secrets” struggle to attract clients, regardless of the quality of their products or services.
“Visibility is the difference between being known and being forgotten,” she said. “You cannot afford to be a best kept secret as a business. Best kept secrets do not get clients.”
Citing industry insights, Mwende observed that brands with strong visibility are significantly more likely to attract new customers, while up to 90 per cent of purchasing decisions are driven by trust. According to her, visibility builds trust, and trust ultimately builds sustainable businesses.
“The real magic happens when people experience your value and mention your name in rooms you have never entered,” she said, adding that such organic advocacy is what accelerates brand growth. “That is why we gather in rooms like this to be seen, to be heard and to grow.”
She highlighted referrals as one of the most powerful and cost-effective growth strategies, particularly in relationship-driven markets such as Kenya. Mwende noted that more than 80 per cent of new customers come from repeat clients and referrals.
“When people consistently experience value from you, they naturally become your ambassadors,” she said. “They speak about you in markets you may never directly access.”
Mwende also reminded entrepreneurs that failure is an inevitable part of the business journey and a source of valuable lessons. “Anyone who says they have never failed in business is yet to start,” she remarked, encouraging participants to openly share both successes and lessons learnt.
Turning to the role of KNCCI, Mwende said the Chamber, founded in 1965, has spent the past 60 years championing the interests of the business community. She outlined its three core mandates: advocacy, capacity building and market access.
“We exist to be the voice of business, to build the capacity of entrepreneurs at different stages, and to support access to local, regional and international markets,” she said.
Mwende revealed that KNCCI has facilitated more than 500 market access initiatives in the past two years across Africa, Asia, Europe and the Middle East. She noted that the Chamber has offices in China and recently opened an office in Dubai to support Kenyan entrepreneurs seeking to expand into global markets.
“You do not have to go to China or Dubai and start from scratch,” she said. “You can walk into a Chamber office, explain who you are, what you do and what you are looking for, and receive support on market intelligence, trade documentation, tax policies and sector-specific opportunities.”
She added that KNCCI continues to strengthen partnerships with global chambers and trade agencies to ensure Kenyan businesses gain international visibility.
“Our goal is simple,” Mwende said. “To ensure a climate-smart business in Kalobeyei can be discovered globally, a fashion designer in Westlands can showcase designs in Bali, and a value-adding manufacturer in Industrial Area can export to Denmark.”
Mwende also addressed the growing role of artificial intelligence in business, noting that while technology enhances efficiency, human connections remain irreplaceable.
“The more machines take over, the more important human capital becomes,” she said. “Spend time with people — your clients, your partners, your networks. At the top, it can be lonely, and forums like this help build the human support systems we need.”
The forum also featured a keynote address by renowned business networker Sarah Karigi, popularly known as the “Queen of Networking.” Karigi, a seasoned entrepreneur and mentor, shared how intentional networking transformed her career and enabled her to uplift others.
“Your brand is not what you say about yourself; it is what people say about you when you are not in the room,” Karigi said. She urged entrepreneurs to listen more, build genuine relationships and use their networks to create opportunities for others.
Karigi, who has held leadership roles in several global business networks and received multiple entrepreneurship awards, said she finds fulfilment in seeing mentees grow and succeed through connections built over time.
“I love seeing people change and thrive,” she said. “Networking is about people, trust and impact.”
Elizabeth Mwangi, Director for Water, Sanitation and Hygiene Voices, described the Directors Referral Network (DRN) forum as a highly engaging and impactful platform that fostered meaningful connections and learning opportunities rarely available to professionals in the sector.
She noted that the event provided a unique space for directors to interact, exchange ideas and build strong professional networks that translate into tangible growth. In recognition of her active participation and commitment to expanding the network, Mwangi was awarded for successfully referring seven new members to DRN within a span of three months, citing the value of networking, shared learning and the strategic advantages that come with being part of the network.
