SUP — A New Brand Strategy for Ukrainian Businesses

A New Brand Strategy for Every Ukrainian Business

MAKE SENSE, a strategic marketing agency, developed a new brand strategy for the Union of Ukrainian Entrepreneurs (SUP) — the largest business association of independent Ukrainian entrepreneurs.

SUP brings together entrepreneurs of all scales — from small to large businesses — and has a systemic impact on Ukraine’s business environment. The Union actively collaborates with the government, contributes to legislative initiatives, protects business interests at the national level, influences the country’s economic climate, and integrates Ukrainian entrepreneurs into the global economy.

The key challenge for MAKE SENSE was to reimagine SUP’s role as a brand and build a large-scale platform that reflects its real impact. The core idea of the new strategy is best captured in the message: “For every Ukrainian business.”

The strategy emphasizes a simple but powerful belief: the positive changes driven by SUP affect every Ukrainian business, and the stronger SUP becomes, the greater the benefit for businesses, the economy, and the country as a whole.

This led to a new positioning of SUP as the largest business association working for every Ukrainian business.

The brand vision is to become an ecosystem of positive change that unites businesses, creates growth opportunities, and shapes a new culture of entrepreneurship in Ukraine.

SUP’s mission is to create and develop a favorable business environment in Ukraine.

The dynamic key message system starts with what SUP does for entrepreneurs and always ends with the phrase “for every Ukrainian business.” Whether it is tax reform, international expansion, or systemic economic change — everything is ultimately positioned as value delivered for every Ukrainian business.

As a strategic marketing partner of SUP, MAKE SENSE developed the brand strategy, updated the brand book, and created marketing initiatives aimed at attracting new members.

Kyrylo Tereshchenko, Founder of MAKE SENSE:

“The main goal of this strategy is for every Ukrainian business to feel a conscious desire to join SUP and support its mission. We built the entire system around the idea of ‘for every Ukrainian business,’ emphasizing that SUP’s impact extends across the entire country. This idea allows us to unite thousands of entrepreneurs around a shared purpose.”

Kateryna Hlazkova, Executive Director of SUP:

“Strong countries are built on strong entrepreneurship. Today, SUP has the potential to become the platform that unites Ukrainian business into a single force. Our task was to give this scale a clear structure, language, and direction. Together with MAKE SENSE, we were able to systematically rethink our role and define who we are for the country. The new strategy allows us to further strengthen unity, drive change, and create an environment where entrepreneurs can grow and scale.”