Branding The Field

The very term "microenterprise" may limit the field's ability to attract a broader market, a funding stream and stronger alliances. The industry needs to create new language and messages that better convey the relevance of microenterprise and the role that it can play in the redevelopment of local economies.

FIELD first suggested several years ago that the microenterprise industry re-brand and reposition itself within the entrepreneurship and economic development movements at both the national and local levels. At that time we suggested that as part of such an effort, the field should seek to:

Convey an accurate and useful image of the field's purpose, targets and outcomes that can speak to its key audiences: entrepreneurs, donors, policymakers and the general public.

Connect the field to the various public and civic goals it can help achieve, including its role in economic development, and as a tool for helping various low-income and disadvantaged individuals generate employment and income.

Portray the field as competent, accountable and transparent.