The Chief Executive Officer of Strategic Communications Africa Ltd (Stratcomm Africa), Ms. Esther A. N. Cobbah, has challenged female entrepreneurs to learn to build brand presence and trust as essential elements of sustainable business success.

Speaking at the Africa Women’s Entrepreneurship & Business Innovation Programme 2026, she emphasised that credibility, relevance, and excellence are the true currencies of leadership.

The  Programme, organised in Accra by the Africa Women's Leadership Academy brought together close to 200 women entrepreneurs, business leaders, and professionals from different sectors to explore practical strategies for growth, leadership, and innovation. The theme for the programme was “The Woman Founder – Brand Presence, Perception and Trust as a Skill,”

Ms Cobbah urged the participants  to take time to know themselves, their strengths and weaknesses, their stakeholders and their needs as well as the contexts in which they operate for impactful businesses. “You cannot determine your relevance from your perspective alone. Your enterprise must solve  problems that matter to others, not just one that only excites you,” she noted.

Ms. Cobbah stressed that brand trust is built through sustained excellence and ethical conduct, including delivering the organisation’s brand promise, ensuring consistency between internal and external actions. She urged entrepreneurs to anticipate challenges, invest in crisis preparedness, and not compromise their integrity.

“Your reputation is shaped not only by what you achieve, but also by how you behave in crises situations,” she said.

Emphasising the importance of strategic thinking, she encouraged women entrepreneurs to resist shortcuts and focus on steady growth, strong systems, and capable people. She underscored the need for continuous learning, self-renewal, and disciplined leadership, noting that founders must evolve as their organisations grow. “As your business expands, you must renew your thinking, your skills, and your capacity to develop others,” she advised.

Ms. Cobbah also called on women founders to invest intentionally in their teams, organisational culture, and governance structures. She explained that strong institutions outlive individuals, noting that true leadership is reflected in the ability to build systems that function effectively even in the founder’s absence.

Drawing on metaphors from nature and her experience, she likened entrepreneurship to nurturing a plant; requiring patience, the right environment, for growth, resilience and time to develop deep, strong roots before visible success emerges. She reminded participants that many of the most enduring enterprises are the result of years of unseen effort and disciplined preparation.

Esther Cobbah paid tribute to Ms Barbara Sika Baeta, the late founder of Flair Catering, as an entrepreneur who had been an inspiration to her in many ways. Ms Baeta has built a business that had grown from small beginnings to cater to Heads of State and royalty with distinction for decades. She was also able to project Ghanaian cuisine unto an introduction stage, through excellence and building brand trust.