Brand Development

Upskilling Micro & Small Enterprises

The programme trains small businesses owners, entrepreneurs and managers who need  practical hands-on guidance to transform their enterprise into emerging sustainable brands.

The training is delivered through a physical facilitator structure in form of workshops or training cohorts to achieve both individual and collective milestones.

The Goal:
Help small business owners, entrepreneurs and managers build a clear, competitive and consistent market-ready brand that attracts customers, builds trust, and supports business growth.

Format: 5 days (3–5 hours per day)
Approach: Practical, participatory, action-oriented

A five-day brand development program for small businesses & entrepreneurs

Who Needs It

• Youth SACCO

• Youth agribusiness groups

• Youth tech or creative hubs

• Youth self-help groups

• Youth enterprise groups

• Farmer cooperatives

• Dairy groups

• Beekeeping groups

• Fishing cooperatives

• Agro-processing groups

• Chamber of commerce SME members

• Business hubs and incubators

• SME trade associations

• Artisan training cohorts

• Incubation program alumni

• Loan recipients running SMEs

• Women-led microbusinesses

• Youth enterprise members

• Informal traders transitioning to formal markets

Programme Offering

DAY 1 — BRAND FOUNDATIONS:

Who Are You & Why Do You Matter?

Objectives

Participants will:

• Understand what a brand really is (beyond logo & colors)

• Clarify their business purpose, values, and vision

• Define the problem they solve and for whom

Topics

• What is a brand? (Perception, promise, experience)

• Difference between product, business, and brand

• Brand purpose & mission

• Identifying your target audience

• Understanding customer pain points

 Activities

• Exercise: “Why does my business exist?” worksheet

• Customer Profile: Who is your ideal customer?

• Group discussion: What makes brands memorable?

Outcome

Each participant leaves with:
✔ Brand purpose statement
✔ Clear target customer profile

DAY 2 — BRAND IDENTITY:

How Should Your Brand Feel?

Objectives

Participants will:

• Define brand personality and positioning

• Develop a clear value proposition

• Explore visual and emotional identity

Topics

• Brand personality (formal, playful, bold, caring, etc.)

• Brand values

• Unique Value Proposition (UVP)

• Brand positioning vs competitors

• Emotional connection in branding

Activities

• Brand Personality Quiz

• Value Proposition Canvas

• Mood board creation (colors, vibe, style)

Outcome

✔ Brand personality defined
✔ Value proposition written
✔ Visual mood direction identified 

DAY 3 — BRAND VOICE & STORYTELLING

Objectives

Participants will:

• Craft their brand story

• Define tone of voice and messaging style

• Learn how to communicate consistently

Topics

• Why stories sell

• Elements of a strong brand story

• Tone of voice (friendly, expert, bold, etc.)

• Key brand messages

• Taglines & slogans

Activities

• Exercise: “My Business Story” (origin + impact)

• Write 3 key messages your brand should always communicate

• Draft tagline or brand slogan

Outcome

✔ Brand story paragraph
✔ Defined brand voice
✔ Key brand messages list

DAY 4 — BRAND VISIBILITY & CUSTOMER EXPERIENCE

Objectives

Participants will:

• Learn how branding shows up in real life

• Understand customer touchpoints

• Plan brand consistency across platforms

Topics

• Brand consistency (online & offline)

• Social media presence basics

• Packaging, uniforms, signage, service style

• Customer experience as branding

• Personal brand for entrepreneurs

Activities

• Map your customer journey (from discovery to repeat purchase)

• Identify 5 brand touchpoints to improve

• Review examples of strong small business branding

Outcome

✔ Brand visibility checklist
✔ Customer experience improvement ideas

DAY 5 — BRAND ACTION PLAN & LAUNCH STRATEGY

Objectives

Participants will:

• Turn their brand into a practical plan

• Learn basic promotion strategies

• Build confidence to show up consistently

Topics

• Simple marketing channels for small businesses

• Social media basics for brand building

• Partnerships & word-of-mouth

• Brand consistency habits

• Measuring brand growth

Activities

• Create a 30-day brand visibility plan

• Draft social media intro post

• Peer feedback session

• Final brand presentation (2–3 minutes each)

Outcome

✔ Brand action plan
✔ First brand content drafted
✔ Confidence to present their brand

Learn More. Do More. Be More.

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