David v Goliath: Branding is the key weapon in helping SMEs to compete with giants
Put simply, your brand says everything about the values your people have and how they demonstrate it and in essence, your brand is the perception your customers have of your organisation.
With organisations as large as the BBC stating that their brand is the most valuable asset they have, it’s time for small and medium businesses to get in on the act.
Reputation: the great leveller
Whatever size of company you have, your reputation in the mind of a would-be customer is an important part of their decision making process. The key point here is an effective brand brings with it the chance to differentiate your business from larger ones, and put it ahead in a world where every customer is looking for what makes you different.
For customers, your brand is already in place whether you have consciously created one or not. Significantly, one key message is enough for people to make up their mind about what you stand for, so it’s critical your company’s positive intention is translated into a positive impact at the outset. When considering branding Cheltenham company Really Useful Marketing is typical of the type of business now supporting small and medium business to achieve this.
Size isn’t everything
The good news here is that small and medium businesses can, once their brand has been created, be in better overall control of the perception customers have of them. Larger businesses have the potential, through increased numbers of employees and activities, for their brand to be diluted or even worse, destroyed. Here SMEs have a clear advantage. Get your branding right and it’s much easier for a smaller number of employees to sing from the same hymn sheet. For branding, smaller, in this case, is most certainly better!
Whereas SMEs may not be able to compete on size with large corporations, they can compete on branding. Whether you decide to employ your own ideas or use the specialist branding Cheltenham companies offer, one thing is certain – without it, the advantage larger companies have will only be extended at your expense.
So with big business giving huge focus to creating and protecting their brand to ensure the public view them favourably, it’s definitely time for small and medium businesses to get in on the act.