The failure to embrace brand development and management strategies by SMEs in sub-Saharan Africa undermines their visibility and effective positioning. This study investigated the relationship between brand identity and business performance among SMEs as well as the moderating role of length of operation and age in this relationship. It utilised a survey research design in African Journal of Business and Economic Research (AJBER) (Online) ISSN 1750-4562 (Print) ISSN 1750-4554 Indexed by SCOPUS, UGC CARE List, IBSS, EBSCO, ProQuest, ABDC, SAJE, COPERNICUS, ERIH PLUS, CABELL, Sabinet and J-Gate Vol. 18, (Issue 4), December 2023 Pp273–297 Brand Identity and Business Performance among Small … 274 collecting data through a self-administered structured questionnaire from a sample of 500 owners/managers in Zimbabwe. The findings of the study indicated that brand identity has a significant and positive effect on business performance that is described using two dimensions – brand and market performance. However, length of business operation and age did not serve as significant moderators in the relationship between brand identity and business performance. These results do not only extend the limited body of knowledge on SMEs brand management, but also provide owners/managers the opportunity to leverage knowledge of brand identity to reinforce their brand and market performance.

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