The purpose of this study was to examine the effects of brand building on consumer recall and brand enhancement on telecommunications retail outlets in Maseru, Lesotho. Investigators interviewed 506 Maseru area residents who used either Econet Telecom Lesotho or Vodacom Lesotho network. The data were gathered by google form and face-to-face interviews, and then analysed using SPSS 20.0 (Statistical Package for the Social Sciences).The findings revealed that the respondents recognized how building a brand makes customers recall and enhance memory of a brand and that customers are confident that their privacy and personal information will be kept safely and shall not be shared. Moreover, it is concluded that customers like the branding of their network operator because it leads to repeated purchase and can relate the networks brand image with my lifestyle and personal preferences.