Often SMEs (Small Market Enterprise) don’t realize that having a brand
is just as important for them as it is for larger companies; however,
presenting a professional image and consistent identity to your prospect and
existing customers, whatever your size is a vital part of securing new and
ongoing business. This doesn’t mean that you have to spend money, but it does
mean that you need to give your firm’s brand some thought.
So for those considering business
rebranding, here are seven most important things to consider before you dive in
and develop a brand.
1. Don’t Fake it - Your potential customers will know if you are faking it so let your
personality show. Make sure your brand is memorable and authentic. You have to
make sure your business is also selling something that people will want. Is
your product something that you would want to buy? It may sound obvious, but
it’s a mistake so many entrepreneurs make. It’s also important to recognize
when your brand or an idea is failing.
2. Leapfrog the
Mistakes - Find someone who has experience doing
what you want to do, preferably someone who is a few steps ahead of you. Having
a mentor will save you many mistakes along your business journey. They can
advise, guide and steer you away from making the same mistakes they did or even
help you find your way out of a sticky situation. A mentor can come in many
forms, just make sure they have enough relevant experience to make the
relationship as useful as it can be.
3. Talk, Talk and
Talk - Social media offers up a free
community of people to learn from and interact with, as well as acting as a
great marketing tool. Make sure you listen to this community, and show that, by
engaging with them on a variety of platforms.
4. Don’t get lost
in Translation - When naming your business, it’s worth
doing due diligence on how the word, phrase, and name will work
internationally. Does it mean or sound like anything inappropriate in another
country? Has someone already created a business with the same name? Do your
research to save time and potentials embarrassment down the line.
5. Use your power
for good - Can your brand help your customers to
take action on causes that they are passionate about? A powerful way to
introduce your product is to highlight how your customer is making the world a
better place. Tumbling for good is a great example of how tumbling is using
brand power to look beyond the traditional business model, creating a platform
solely to elevate the message of those trying to make a positive difference in
the society.
6. Be Dynamic and
Flexible- A dynamic world needs dynamic brands,
says Claire Holmes, Nothing stands still and in today’s digital world it’s
becoming clear the way brands need to behave is fundamentally changing. The
most important thing for SMEs to acknowledge is that brands need to operate in
real time, in a forever-shifting and increasingly complex media landscape. So
you can no longer be rigid and prescriptive, slavishly sticking to detailed and
constraining brand guidelines. Brands must become dynamic entities, flexible
and capable of responding appropriately to every new opportunity, simply to
remain relevant and compelling.
7. Get everyone
involved - remember to involve your staff in the
branding process, their feedback is important. They will be your brand
ambassadors, and will have to live and demonstrate the values of it through
their behaviour towards each other and importantly, towards the customers.
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