Labelling, Packaging, and Branding for Export Success

In today’s competitive global marketplace, the success of exported products extends beyond quality and price. Labelling, packaging, and branding play a vital role in ensuring market access, regulatory compliance, product protection, and consumer appeal in international markets. For exporters, understanding and applying appropriate labelling, packaging, and branding practices is essential for building credibility, meeting international standards, and strengthening brand recognition across borders.

Labelling of Export Products

Labelling refers to the information displayed on a product or its packaging to inform regulators, distributors, and consumers. Export labels are subject to the laws and standards of the importing country and often vary across markets.

Key elements commonly required on export labels include:

• Ingredients or contents
• Product name and description
• Country of origin (“Made in Kenya”)
• Name and address of the manufacturer or exporter
• Net weight, volume, or quantity
• Batch number, production date, and expiry date where applicable
• Instructions for use, handling, and storage
• Safety warnings and regulatory marks

Labels should be clear, accurate, and presented in the language(s) required by the destination market to facilitate smooth customs clearance and consumer understanding.

Packaging for Export Markets

Packaging protects the product, communicates brand identity, and influences consumer decisions.

Packaging serves both a protective and commercial function in international trade. Export packaging safeguard products against damage during transportation, handling, and storage while also meeting market and environmental requirements.

Exporters should consider:

• The nature of the product and its sensitivity to temperature, moisture, or impact
• The mode of transport, including sea, air, road, or rail
• Compliance with international packaging standards and phytosanitary regulations
• Durability and functionality
• Clear handling and shipping marks
• Eco-friendly and recyclable materials.
• Design aesthetics that appeals to target markets

Well-designed packaging enhances product integrity, reduces losses, and supports efficient logistics throughout the export supply chain.

Branding for International Markets

Branding is a strategic tool that distinguishes export products in global markets.

Branding is creating a unique identity for your product that resonates with international consumers.

A strong brand communicates quality, reliability, and consistency, helping exporters build trust with buyers and consumers.

Effective export branding involves:

• Consistent use of brand names, logos, and visual identity

➢ Brand story and country of origin narrative (“Made in Kenya” advantage).

• Cultural sensitivity to symbols, colors, and messaging in target markets
• Alignment with market positioning and consumer preferences
• Protection of intellectual property through trademark registration where applicable

Export branding supports long-term market presence and contributes to product recognition and loyalty in competitive international environments.

Exporters are required to align labelling and packaging practices with international standards and importing-country regulations. These may include food safety standards, technical regulations, environmental requirements, and industry-specific certifications.

Adhering to relevant standards facilitates:

• Faster customs clearance
• Improved buyer confidence
• Reduced risk of product rejection or recall

Made In Kenya Brand Mark

Kenya Export Promotion and Branding Agency (KEPROBA) provides the Made in Kenya Brand Mark to potential and existing exporters. The mark signifies that Kenyan products are unique, authentic and high quality to enable consumers locally and abroad immediately identify a product as Kenyan and then associate the product with quality and authentic Kenyan value. 

It is a registered trademark and can be used on packaging, websites, social media, and advertising.

To register for the mark kindly click this link https://makeitkenya.go.ke/buyer-seller/about-made-in-kenya#register