Branding and Marketing Strategy for Housing Microfinance Products

Habitat for Humanity’s Terwilliger Center for Innovation in Shelter worked with financial services providers in Sub-Saharan Africa to help them design branding and marketing strategies based on the premise that housing microfinance products should not be promoted as loan products, but instead as the opportunity for low-income households to achieve their dream home in stages. This brief explores the challenges facing two of the institutions, KWFT in Kenya and Centenary Bank in Uganda, the branding and marketing strategies they developed, and the process taken to define them.