Social Impact Project for Branding & Positioning for Crafts Of Africa

How This Works

As part of the TRANSFORM Support Hub, you will learn how to advance your career while getting hands on experience on projects like this one.

Project Description and Impact

Background

Crafts Of Africa is an e-commerce platform dedicated to connecting talented African artisans with global markets, focusing on empowering women and preserving traditional craftsmanship. By showcasing authentic, handmade crafts, we aim to provide artisans with sustainable livelihoods while offering customers unique products that carry meaningful stories.

In our initial phase, we’ve successfully built a reliable supply chain by partnering with artisans and securing shipping logistics. Our pilot operations are focused in Eswatini, Kenya, and Uganda. With the supply side established, we now face the critical challenge of effectively reaching and engaging our target market in the United States.

Why We Need Support

To fulfill our mission, we must craft a compelling brand identity and positioning strategy that appeals to U.S. shoppers. While our story of empowerment and authenticity is powerful, we need expert guidance to:

Translate our mission into a brand narrative that resonates with our target audience.
Clearly define our customer base and understand their preferences, motivations, and values.
Differentiate ourselves in a competitive market by aligning our messaging and positioning with customer expectations.

Without this strategic foundation, it will be challenging to attract customers, generate sales, and create meaningful impact for the artisans we support. This branding and positioning work is essential for scaling our operations and achieving long-term success.

Learning Opportunity

By working with us, the experteer will gain valuable insights into:

Startup Methodologies: Learn strategies and frameworks from a seasoned entrepreneur with experience in founding and scaling four startups, including overcoming challenges in eCommerce and marketplaces.
Cultural Exposure: Deepen their understanding of African cultures, business practices, and the unique dynamics of working with artisans and communities across the continent.
Impact-Driven Entrepreneurship: Explore how to blend business objectives with social impact, empowering artisans while building a scalable and sustainable venture.
Global Market Positioning: Experience the complexities of branding and positioning an African-based initiative for U.S. consumers, combining cross-cultural storytelling with market strategy.

This collaboration offers a unique opportunity to contribute to meaningful change while expanding professional expertise in entrepreneurship, branding, and social impact.