The year 2024 was a remarkable one for Africa's tech ecosystem, with the continent minting two new unicorns, expanding 5G connectivity, and integrating Artificial Intelligence into key sectors such as agriculture and education. As the ecosystem continues to evolve, it's essential to examine how these developments are framed to ensure continued success.

According to Bemi Idowu, founder and managing director of Talking Drum Communications, public relations and communications play a crucial role in shaping perceptions and driving growth. "Public relations – the process of shaping effective perceptions of people, products, and services – can influence every stage of the sales funnel—building awareness, nurturing interest, fostering decision-making, and driving action," Idowu notes.

In an increasingly crowded and competitive landscape, perception has become a key factor in how customers make their choices. A beneficial perception can be the deciding factor, especially with products and services with undifferentiated products. Studies have shown that brand trust is a crucial factor for most consumers when making purchasing decisions, with 75% of B2B buyers considering brand a significant factor in purchase decisions.

The example of Apple iPhone and Samsung Galaxy smartphones illustrates the importance of a strong brand identity and differentiated narrative. Both product lines offer high-performance processors, advanced cameras, sleek designs, and similar price points in their flagship models. Yet, the iPhone is often perceived as "premium" by many users, stemming from Apple's narrative around its ecosystem of products, software experience, prestige, and other factors.

For African tech companies looking to establish or maintain their leadership in the marketplace, the lesson is clear: a strong brand identity, a differentiated narrative, and consistency in execution are essential. Idowu emphasizes the need for more emphasis on stronger brand identities and differentiated narratives in Africa's tech ecosystem.

Another key issue is the ideology of 'leading with the problem.' While highlighting gaps in the market can be effective in certain contexts, in an African context where the tendency is not to assume that all is well, focusing on problems can undermine what is possible at the expense of short-term gains. Idowu argues that opportunity-focused narratives draw attention to strengths and possibilities, encouraging optimism and a proactive mindset, and are more likely to attract aspirational stakeholders, such as investors and partners.

In 2025, Idowu hopes that African tech companies will rethink their approach to communications – not just as a tool for visibility but as a driver of sustainable growth and global competitiveness. Public relations and communications are about shaping the most beneficial perceptions of people, products, and services, as well as creating narratives that inspire confidence, drive loyalty, and set organisations apart in a competitive marketplace.

The potential to reshape how the world views Africa's contributions to innovation and the value of having the most beneficial narratives around African innovation is immense, and it's time for African tech companies to step boldly into that narrative. By doing so, they can drive growth, attract investment, and establish themselves as leaders in the global tech landscape.

As the African tech ecosystem continues to evolve, it's essential to recognize the power of perception and narrative in driving success. By focusing on building strong brand identities and differentiated narratives, African tech companies can maintain momentum, drive growth, and establish themselves as leaders in the global tech landscape.