Political networks quietly shape or shatter personal and corporate brands

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OPINION

By Jord David Abiti

Businesses rely on customers for survival. However, this survival is not guaranteed—what truly matters is the opinion customers hold about the value of your products and services. Customers do not merely buy goods or services; they buy into the value, trust, and reputation associated with them.

In Uganda, this has become an increasing challenge. Many individuals and Chief Executive Officers (CEOs) struggle to maintain a brand that ensures both their personal and corporate longevity. This issue cuts across political organisations, public institutions, large corporations, and small and medium-sized enterprises. The sustainability of any brand—personal or corporate—depends largely on the opinions and trust of its stakeholders.

The relationship between political networks and brand perception is a double-edged sword.

On one hand, political connections can enhance the survival of individuals and organisations by providing economic benefits such as tax incentives and government-backed loans. On the other hand, overreliance on political affiliations often erodes long-term brand value and public trust.

A brand should ideally be independent of political ties. In Uganda, notable examples such as Greenland Bank, Dot Construction Services, Zimwe Construction Uganda, the Uganda People’s Congress (UPC), and The Independent newspaper have, at various times, faced public scrutiny and credibility challenges linked to political associations.
When CEOs and business leaders align themselves with political figures or parties—whether deliberately or unintentionally—they risk shaping customer perceptions of their brands, often in ways that may not reflect their true values or objectives.

Political networks may serve as instruments for short-term stability, but lasting brand success depends on public trust. The more the public trusts a political organisation, the more likely it is to extend that trust to those associated with it. Conversely, mistrust toward political entities can easily taint connected brands, a factor that explains the collapse of several Ugandan businesses over the past two decades.

To avoid such pitfalls, businesses must strategically assess their external environment—especially the political climate, public perception, and the expectations of their target market. Building a strong, credible brand requires balancing the interests of multiple stakeholders: addressing public concerns, aligning with strategic goals, and consistently meeting customer needs.

Ultimately, survival—whether as an individual or a business—demands maintaining equilibrium. Leaders must distinguish between personal opinions and professional positions, understanding that each can influence brand perception differently, particularly within Uganda’s politically charged environment.

The writer is a Student of Master of Business Administration (MBA),
Strategy and Communication, Makerere University Business School (MUBS)