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The Wavumbuzi Brand
The Wavumbuzi Brand
Wavumbuzi has a unique personality that is distinctive, credible and recognizable amongst our stakeholders. This personality defines who we are at the core of everything we do. Our brand principles are the foundations of how we look, how we communicate and where we aim to go in the future.
- The Wavumbuzi Brand As An Identifier
Our brand is an identifier: a name, sign, symbol or combination of the things that identify us.
2. The Wavumbuzi Brand As A Perception
2. The Wavumbuzi Brand As A Perception
Our brand is a set of perceptions: this is the sum of everything our users believe, think, see, know, feel, hear and experience about Wavumbuzi. This includes the unique position Wavumbuzi holds in the minds of our key audiences, based on new expectations and past experiences.
2.1 Our Brand Strengths (we want to highlight)
2.1 Our Brand Strengths (we want to highlight)
Our Key Relationships
Our partnership with the key network partners in-country is of critical importance to establish creditability in Rwanda.
Ministry of Education (formal endorsement and implementation in all public schools)
Rwanda Education Board (alignment with the Rwanda National Curriculum)
Educate! (implementation partner well-know in secondary school sector)
Our Relevance/Versatility
We believe entrepreneurial mindset is valuable regardless of whether you formally pursue a career in entrepreneurship or enter a more traditional workplace. Whilst individuals with drive, resilience and self-efficacy, who take initiative and think innovatively (five mindsets) make good entrepreneurs, they also make highly sort-after employees.
Local Context
All of our challenge content is contextualized to be relevant to the day-to-day experiences of local learners.
2.2 Our Unique Selling Points (what problems are we addressing?)
2.2 Our Unique Selling Points (what problems are we addressing?)
Preparing for a Fast-Changing World
Experts predict that between 20-30% of jobs globally will be ‘displaced’ by 2030 due to automation and globalization. That means around 1 in 5 jobs that exist today will no longer exist in 10 years’ time. That is not to say we are all going to be forced into unemployment by robots. Instead, experts predict that automation, technology and artificial intelligence will also lead to the emergence of new jobs in new sectors that are yet to exist.
We need to do more to equip and prepare our youth for the rapidly evolving labour market of
tomorrow.
Considerations:
Don’t want to be seen as criticizing government (current curriculum not achieving this already)
Not necessarily an attractive narrative for students
Financial Security (Employment) and Social Upliftment
Youth unemployment has been unsustainably high for many years in Rwanda and is widely recognized as one of the country’s greatest socio-economic challenges. To combat this growing challenge, the Rwandan government has implemented several initiatives aimed at creating jobs (and by association, reducing poverty). However, government alone cannot resolve the unemployment crisis. Corporates,
SMEs, NGOs and individuals all have a role to play.
The growth of small to medium enterprises – and improvement in new business survival rates – in particular, is recognized as one of the most effective global countermeasures to unemployment. Rwanda needs more entrepreneurs, as they create new employment opportunities.
Considerations:
Don’t want to be seen as criticizing government
Stigma amongst parents that entrepreneurship is too risky (lacks financial security)
Practical Application of Entrepreneurship
Whilst entrepreneurship is widely taught as a theoretical model, students are rarely given the opportunity to practice these theoretical models in the real-world. This limits their depth of knowledge and by extension their chances of entrepreneurial success.
Considerations:
Our implementation partners already run practical initiatives in secondary schools
Teaching African Entrepreneurship
As a result of much of the academic research on entrepreneurship having been conducted in Europe and the US, much of the entrepreneurship theory that is taught across the world relates to a western context. African entrepreneurship, however, is very different to the context in Europe and the US.
Considerations:
More difficult to source authentic African content.
Note
Note
At the time of writing, collaboration has begun with other organisations in the Allan Gray Philanthropy Group to consolidate the various branding and marketing function, it is recommended that a detailed Wavumbuzi Corporate Identity document is developed as an outcome of such collaborations.
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