A brand is defined as “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association).

In a saturated market with tough competition, brand awareness can be one of the most important drivers of success. Branding communicates information about a company, its products, values towards generating a relationship with target customers and product loyalty. Branding can improve the customer’s perception of the company, drive new business, and product differentiation, increase business value, generate new customers, improve employee pride and satisfaction, create trust within the marketplace and support advertising.

To develop a strong brand with brand power that translates to customer awareness and increased revenues, a company should begin with developing a brand strategy. A brand strategy is a framework that contains the objectives, tools and assets needed to build your brand. This involves the following

• Target audience analysis

• Competitor analysis (Competing Brands)

• Brand heart

• Brand messaging

• Visual identity

Brand messaging

Brand messaging refers to the underlying value proposition conveyed, and language used in your content. It’s what makes buyers relate to your brand because it’s inspirational, persuasive, motivational, memorable and ultimately it makes customers want to buy your product or service. The factors to consider when creating your brand messaging include undertaking market research on target audience, competitors as well as Brand Heart should inform the direction you choose to take for your brand messaging.

Brand messaging and storytelling

A brand’s power comes from effective messaging and storytelling. This begins with a brand story that speaks to the Brand Heart of the product or service. The story can be about the sourcing of the materials, the founder of the brand, or even, the benefits of the product or service. Be creative and authentic to the company! This is your brand, you know best how to represent it.

Digital media branding

The world is increasingly digital with many people, including your potential clients migrating to digital platforms for entertainment, communication and business. As such, a digital media branding framework should be designed when designing your branding for increased visibility and marketing. Digital branding includes deciding the platforms and modes of digital communication, marketing and promotion as well as designing brand assets (such as brand visuals) that will be used in these platforms. The platforms should be selected in keeping with the target audience as you have discovered research.

Visual identity

Visual identity includes all the imagery and graphical information that expresses who a brand is and differentiates it from all the others.

The purpose of visual identity is:

1. To create an emotional impression on your audiences
2. To inform your audience about the nature of the brand and services/products offered
3. To unify the many different aspects of a business through consistent visuals

The Kenya Export Promotion and Branding Agency (KEPROBA) is mandated with the responsibility of promoting exports and branding of Kenyan products in local and international markets. The agency works towards enhancing the competitiveness of Kenyan products by ensuring that they meet the required quality standards, creating awareness of Kenyan products in foreign markets, and promoting their recognition in these markets.

The Kenya Export Promotion and Branding Agency assists the business community in branding their products through various initiatives and programs. Some of the key ways that KEPROBA supports businesses in branding their products include:

1. Providing market intelligence: KEPROBA conducts research and analysis on international markets, identifying trends, and potential opportunities for Kenyan products. This information is then shared with businesses, enabling them to make informed decisions when it comes to branding and marketing their products.
2. Developing branding and marketing strategies: KEPROBA works closely with businesses to develop branding and marketing strategies that are tailored to their specific needs. This includes developing unique and attractive product designs, creating packaging and labeling that meet international standards, and identifying the most effective channels for reaching target markets.
3. Facilitating participation in trade fairs and exhibitions: KEPROBA provides businesses with opportunities to participate in international trade fairs and exhibitions. These events offer businesses the chance to showcase their products to potential customers, partners, and investors from around the world.
4. Providing training and capacity building: KEPROBA offers training and capacity building programs to businesses, equipping them with the skills and knowledge they need to develop effective branding and marketing strategies. These programs cover a range of topics, including product development, packaging and labeling, and market research.