KP’s failure in branding

Zeeshan Wasim

In the sprawling landscape of Pakistan’s business ecosystem, the province of Khyber Pakhtunkhwa often finds itself on the sidelines when it comes to the process of branding. Despite a rich cultural heritage and a strong entrepreneurial spirit, KP’s businesses seem to be caught in a loop, an endless cycle, where selling more items is equated with long-term stability and sustainability, neglecting the essential aspect of branding. This oversight not only hampers the growth potential of startups but also contributes to the dearth of recognizable brands originating from KP. It is high time that we should address this branding dilemma and unlock the province’s true economic and entrepreneurial potential.

At the core of KP’s branding predicament lies a fundamental misunderstanding of what branding entails. For most of the businesses in the province, branding is often reduced to merely a logo or a catchy slogan pasted onto their products. However, branding encompasses far more than surface-level visuals; it is about crafting a distinct identity, building trust, and fostering a connection with the target customers. Unfortunately, this nuanced understanding seems to have eluded businesses of every scale in KP.

One of the primary drivers behind KP’s branding blind spot is the prevailing focus on short-term gains (sales) over long-term sustainability. Businesses are primarily concerned with pushing more products into the market, often overlooking the importance of building a reliable brand image. This myopic approach not only stifles innovation but also leaves businesses vulnerable to market fluctuations and competitive technicalities. Without a strong brand to anchor them, businesses in the province are left floating in a sea of anonymity, struggling to differentiate them from the competition, which are mostly international brands.

Furthermore, the lack of emphasis on branding has contributed to the scarcity of local brands originating from KP. While other provinces such as Punjab boast a plethora of household names across various industries, KP’s contribution to the national brand landscape remains surprisingly low. This absence not only diminishes KP’s economic strength but also boosts the stereotype of the region as a less developed or innovative market.

To break away from this branding inertia, businesses in the province must undergo a paradigm shift in their approach to marketing and promotions. Instead of fixating only on sales figures, they need to recognize the intrinsic value of branding in creating long-term growth and resilience. This entails investing in strategies that go beyond transactional exchanges and focus on developing meaningful relationships with the customers.

Central to this approach of branding is the concept of storytelling. Every brand has a story to tell, rooted in its history, values, and aspirations. By weaving these narratives into their marketing efforts, businesses in KP can create authentic connections with consumers, fostering loyalty and trust in the process. Whether it’s highlighting the craftsmanship behind a product or showcasing the cultural heritage of the region, storytelling serves as a powerful tool for differentiation and engagement in the market.

Moreover, businesses in KP must prioritize quality and innovation as cornerstones of their branding strategies. Instead of chasing quantity, they should strive to deliver excellence in every aspect of their offerings. Whether it’s through product design, customer service, or sustainability initiatives, a commitment to quality not only enhances brand perception but also sets the stage for long-term success. Likewise, embracing innovation allows businesses to stay ahead of the curve and adapt to evolving consumer preferences, ensuring their relevance in an increasingly competitive market of Pakistan.

Collaboration is another avenue through which businesses in KP can enhance their branding efforts. By partnering with local influencers, and community organizations, they can amplify their reach and tap into niche markets that may have previously been overlooked.

Government support and industry initiatives can also play a pivotal role in empowering KP’s branding revolution. By providing resources, training, and incentives to businesses, policymakers can empower them to embrace branding as a strategic imperative rather than an afterthought. Additionally, industry associations and chambers of commerce and industry can facilitate knowledge-sharing and collaboration among businesses, fostering a collective ethos of brand-building within the region of KP, Pakistan.

To conclude, KP’s businesses stand at a crossroads where they must confront their branding blind spot and embrace a new paradigm of marketing and promotion. By shifting their focus from short-term gains to long-term sustainability, investing in storytelling, prioritizing quality and innovation, fostering collaboration, and leveraging government and industry support, they can chart a course towards a brighter and more prosperous future. So, it is time to unlock the untapped potential of KP’s branding landscape and pave the way for a new generation of homegrown brands to flourish in the national and international markets.

The writer is an entrepreneur, digital marketer, freelance content writer, and a business administration graduate of the Institute of Management Sciences (IMSciences), Peshawar. He can be reached at: He shares insights on Twitter/X: @ZeeshanWasim8.

Related Posts


There are 0 comments for this article

Leave a Reply