According to Fortune magazine, “The more complicated the world gets, the more comforting the familiar will seem, and the better it will get for brands”. This applies to brand in all sectors, and especially the Micro finance Institutions (MFI’s) whose origins are based on close relationships with customers. Brands have grown to become the modern day compasses that help us navigate the modern day over communicated world that is crowded with choices. The microfinance industry that was previously uncompetitive due to the abundant need for its services now finds itself crowded and serving a more sophisticated and demanding clientele. Mainstream financial institutions are making inroads into what was the preserve of the MFI’s, making competition even stiffer.

The School of Applied Microfinance (sam) branding course will take participants through an interactive journey that brands must make to be effective and create real value for all stakeholders. Brands must first define their essence, what makes them unique and therefore desirable by the target audience in a competitive environment. Self knowledge is the beginning of wisdom and discovering the brand is the beginning of brand building. Brands grown by consistently delivering on their promises as articulated in their brand strategies.

Human beings are very visual and looks are often the beginning of a positive impression and even long term relationship. “You don’t get a second chance to make a first impression”. Brands must create the right visual, verbal representation that reflects their essence right from the first impression. Participants will share some of the do’s and don’ts of brand visual and verbal expression beyond just the logo.

Corporate brands are often surrounded by sub-brands, co-brands, partner brand and several other brands they must relate to. This is much like families have brothers, sisters, fathers, uncles, grandmothers, cousins and other relations. These relationships between brands need to be defined so as to leverage the best out of the brands. Participants will discuss brand portfolio strategy or brand architecture and how this can help maximize on the value of their brands.

Successful brands are built from inside out. A brand must first be bought inside before it can be sold outside. Participants will have the opportunity to explore some of the ways of getting management and staff to internalize the brand. The microfinance sector in particular is dependent on personal relationships with customers. Brand internalization ensures a consistent service delivery that is uniquely on-brand. David Packard once said, "Marketing is too important to be left to the marketing department.” The same applies to brand building.

To achieve their growth targets, brands must consistently be communicated to their external audience, the customers. External communication, be it though advertising, promotions, public relations, road shows or even fliers and posters should be selected and executed as guided by the brand strategy. Participants in the SAM branding course will share best practice on effective brand communication based on real life examples.

The course will include material prepared by Women’s World Bank, Microsave and Brandscape Africa Foundation