A new learning initiative focused on improving brand clarity and market alignment for entrepreneurs has launched this month.
Brand Growth Track is a community-based programme created to equip business owners with practical branding and marketing tools that support sustainable growth.
Addressing a common growth challenge for SMEs
Many entrepreneurs invest time and capital into their businesses yet struggle to achieve steady revenue. Unclear positioning and weak customer connection often sit at the centre of the problem. Brand Growth Track aims to close this gap by offering structured guidance around market fit, brand strategy, and real-world application.
Founded by brand communications strategists Janine Lloyd and Nadia Hearn, the programme responds to a growing demand for accessible, hands-on marketing support for small business owners. The learning pathway blends expert-led input with peer engagement, allowing participants to apply insights directly to their own businesses.
SMEs under pressure in South Africa
The launch comes at a challenging time for South Africa’s SME sector. Small and medium enterprises account for about 55 percent of all jobs in the country, yet face high failure rates, especially in the first two years.
Research shows that more than 65 percent of SMEs fail within their first two years, often linked to poor market fit and limited investment in market research. Gaps in marketing capability, including competitor analysis, demand validation and product-market alignment, remain among the most common causes of business failure.
Current conditions have intensified these risks. More than half of small businesses are reported to be contracting, trading under pressure or at risk of closure, with over 55 percent indicating they may not survive beyond the next year.
According to the founders, these realities highlight the need for initiatives that strengthen entrepreneurs’ market understanding and improve brand decision-making to support resilience, job retention, and long-term growth.
“We see so many entrepreneurs wasting time, money, and energy chasing disconnected tactics,” says co-founder Janine Lloyd. “Brand Growth Track exists to help them stop second-guessing, get clear on their brand, and apply proven steps that lead to real growth.”
Why entrepreneurs struggle with brand growth
The programme identifies several recurring challenges faced by small business owners:
• Lack of brand clarity. Many struggle to explain what their business stands for or why customers should choose them.
• Weak differentiation. Generic messaging causes brands to blend into the noise.
• Poor marketing strategy. Tactics are executed without a clear sales-linked roadmap.
• Inconsistent visibility. Marketing activity is sporadic and unstructured.
• Brand and sales disconnect. Awareness is created, but fails to convert into revenue.
A practical alternative to traditional learning
Brand Growth Track positions itself as a practical alternative to academic marketing programmes. The focus is on short-form, impact-driven learning designed for real business environments.
Key features include:
• Practical, not theoretical learning
• Designed for entrepreneurs and active business owners
• Led by award-winning practitioners
• Strategies tested with local and global brands
• Short workshops and toolkits rather than long courses
• Strong peer community and shared accountability
• Emphasis on entrepreneur-led brand ownership
Co-founder Nadia Hearn says the programme reduces much of the frustration entrepreneurs experience when building a brand alone.
“A business and its growth are too important to waste time going in circles. We equip entrepreneurs with the tools, guidance and accountability they need to fast-track growth,” she says.
With more than 55 years of combined experience across start-ups, SMEs and global organisations, Lloyd and Hearn have shaped Brand Growth Track as a guided pathway to move entrepreneurs away from guesswork and towards confident brand leadership.
Brand Growth Track is now open to free membership, welcoming entrepreneurs, small business owners, and marketing professionals seeking clarity, confidence, and consistent growth.
