The Journey Of Kenzz: Branding For Culture

??Building An Evergreen Egyptian Brand??

“While many startups focus on short-term acquisition through performance marketing, we invested in branding from the outset, which has allowed us to foster loyalty and differentiation, even in a market dominated by global players.”

Brands are a dime a dozen. All have their perks, their personalities, their strengths, and their weaknesses. All change with the times and are built and rebuilt over the years.?

What we aimed for with the introduction of Kenzz in the market was to go for it, just slightly different. Instead of building a brand from scratch, we simply looked all around us.

We treated this mirror effect as a core function in differentiating us from the competition in the Egyptian market; we recognized early on that building a sustainable business required more than just selling products—it required building trust, relevance, and an emotional connection with our audience.

Founded and driven by everyday Egyptians for everyday Egyptians and their everyday needs, we viewed Kenzz as an extension of that. We weren't stand-alone, we weren't a brand building its way to the crowds, we were the users - yes even you, on just another Friday afternoon, walking down Cairo's downtown streets, talking with strangers, bargaining with sellers, asking your friends for their opinion.?

We built Kenzz as you, as a reflection of the Egyptian culture, with its diversity, changes, constantly evolving slang, gestures, and mannerisms.?

The fact is, culturally driven brands see higher customer loyalty, and we aimed to exemplify this in Kenzz by speaking the language of the culture we’re built for.

??The rule was and always will be one,"??? ????? ??????? ?????” as eccentric, as unique, as simple, and as ??????

??Representing, Not Localizing??

The everyday goal for Kenzz is to be a brand that every Egyptian feels comfortable engaging with, regardless of their background, social status, or tech-savviness, ensuring that our messaging, products, and overall brand experience are accessible to everyone, whether they're making their first online purchase or are seasoned e-commerce users.

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This is not just a word we’re attaching to our core values, this represents all our communication and relationship with our users. ???? ????? ?????? ???????

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The search bar represents what we guarantee our customers. You just let us know what you want and we’ll get it for you.

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A trademarked category that means exactly what it says. A list of everything and anything you can't live without but didn't know existed before Kenzz.

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Every ????? you’re looking for half-priced all year long.?

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Our Kenzz Reward page rewards you for knowing your pop culture. Answer?????? ?????? ????? ???????? and win big every single day.

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Think your loyal, go-to ??? ?? ???? at the end of your street. This is not another grocery market or a hypermarket, this is the supermarket you know and trust with the best prices.

??Branding E-Commerce Beyond Transaction??

Branding for Kenzz was about a much more important and long-term relationship in the shopping experience.

It was about creating an emotional and cultural connection with our audience. A connection of trust that differentiates Kenzz from other well-established players in the market and creates brand loyalty that goes beyond simple price sensitivities.?

The focus on personalization and Egyptian cultural values created a distinct identity that competitors couldn’t easily replicate and often struggle with, always ending up feeling transactional, one-way, or too careful and limited.

One key difference we needed to make sure we’re cautious about was looking and sounding make-believed. Trying to impersonate, rather than being, like other brands on the market trying to hone the extremely diverse Egyptian personality but ending up coming across as too much, too little, too worded, or too crafted.?

“We weren't reinventing the wheel with our brand, we were simply putting that diverse culture up close, center, and on stage.”

This is all merely the first steps we’re taking for building a lifetime relationship between the users and Kenzz; Kenzz TV also played a milestone and integral role in creating, sustaining, and growing credible, familiar, and trusting relationships directly between the sellers and the buyers.

??Branding For Culture In Numbers??

??SM Average Engagement Rate: 24%

??Average Cost/ Engagement: 0.2 EGP

??Kenzz Rewards Average Open Rate: Almost 60%

??????????: Third Top Clicked Category