The Benefits of Branding for SMEs

This issue we’re talking about brand awareness. A strong brand is invaluable in the battle for customers. It’s the full picture of what the product is, and can be, to the consumer. It’s important to spend time researching, defining and building a consistent brand strategy. 

A lot of the SMEs I see have become very successful because they do what they do the best. Almost without exception, because of the success this generates, they reach a stage where they need to move on to the next phase of their business. They are ready for the next step, ready to go from regional to national, for example. The positive word of mouth that has brought them this far is no longer enough to sustain their growth. This is where the importance of branding comes in. Branding is what is going to help them achieve the second phase of their growth.

Here, then, are my Top 5 strategic tips for building a strong brand:

Well OK, you have a logo but is it a complete brand? 
Branding is a tricky business: some people think it’s merely your logo but that’s only one piece of your branding. Before you even get to this you have to make sure that you have developed a consistent brand strategy: a cornerstone for your marketing approach. 

Let me give you an example: what do you think of when you think of Nike? It’s the swoosh logo, the Just Do It slogan, yes. But it’s also so much more than this, it’s the type of product, the quality of the product, the tone of voice. It is, essentially, a seal of approval. If you saw a Nike advertisement you would probably be able to tell it’s a Nike advert even if you didn’t see the Nike logo. In this way SMEs can benefit by trying to emulate, on a smaller scale, what companies such as Nike have achieved... a promise, through their branding, to their customers of what they are and what they will deliver. 

Identify what you want to achieve
At this stage it’s time to gain a clear definition of what your brand is and who your audience are because, although you know what makes your company special, it’s vitally important that your customers know this too and this is where your brand marketing communications come into play. 

Taking Control
Asking yourself difficult questions about how customers perceive your brand is crucial to a successful long term strategy. The good thing is you are in the position to take charge and control the perception of your brand by being precious about how your logo, advertising and marketing materials reflect you. 

Getting your message across clearly
It is critical that your brand clearly conveys the company’s personality, image, and skills: if it does there is a very good chance that you will be successful. A carefully considered and distinctive brand resonates clearly with your customers.

Defining yourself through this information helps you to develop a concerted plan of action which is then the catalyst for motivating the buyer and creating user loyalty. If you fail to do this you’ll be doomed to anonymity. 

Have a clear plan of attack
A clear strategy is the foundation of any business: companies who only vaguely outline their brand proposition tend to get into difficulties. Because the brand you create is, in essence, a promise of who you are and what you offer. By communicating this in as many ways as possible; be it through advertising, direct mail, emailing, blogging or most probably a combination of all of these, you are utilising all the tools you need to grow as a business.

You need to place your brand in a strong position, STRONG OUT-LINE

Whatever your opinion I’d love to hear what you think. Please email me at: Lindsey@liquidsolution.co.uk