Should SMEs Take Branding As Seriously As Large Enterprises?

Your business can only succeed in the market if it succeeds in imprinting its brand onto the mind of its consumers. To achieve that sacred goal of yours, you need to take your BRANDING to a more advanced level… Oh! Did I get your attention there, at Branding?

That was my intention all along! No matter how much emphasis I put on this marketing jargon, it could never be enough. Regardless, when non-marketers catch this word floating around term, they reflexively relate it to a company’s logo.

Remember, branding doesn’t end at pinning a logo on your business card, albeit the latter does have a significant part to play. Branding goes beyond that universal notion. Basically, it is a perception of your brand’s reputation, its credibility, its offerings, its quality, its smell and its taste that you implant in the heart and mind of your consumers.

“59% of the consumers around the globe prefer to buy new products from brands that are familiar to them”, mentions a survey conducted by Neilson, a company that studies and analyze consumer behavior…such is the power of Branding.

Now, To the Point…

Is it really necessary for SMEs to put equal efforts or bucks on branding like their counterparts, large companies, do?

“Branding is as important for small companies as it is for large corporate”, says Karen Ehlers of the Business Developer and Director at Sugar Creative. She further adds, “Brands convey a uniform quality, credibility and experience, and therefore are extremely valuable.”

Branding has dramatically evolved, over the years, from an attractive logo identity stamped onto a wrapper or billboard to something that endorses and advocates company’s personality, culture, work ethics, company’s customer service, product personality or quality and its competence over other brands. This is what makes branding more than necessary, especially for SMEs, since they are as well-established in the market as large businesses…

You must be wondering by now why I highlighted “Company’s Customer Service”. Branding starts with creating a bond with the consumers, and it goes on trying to keep that bond strong and ceaseless. In fact, it is the Customer Service that makes famous brands, famous.

With excellent customer service as the core of branding, you can build recognition in the market, kindle trust in your consumers, increase financial worth of your brand, and build customer loyalty.