Your brand is what others say about you when you are not in the room” (Jeff Bezos, founder, and CEO of Amazon).
Making ” branding ” is fundamental to all businesses, especially for SMEs. Unfortunately, often not much attention is paid to this aspect of communication because it is considered superfluous, not directly attributable to immediate gain. But, as much marketing research has shown, investing in the perceived value of the brand can increase sales by a lot.
But let’s take a few steps back…
When it comes to “branding” what does it mean?
Branding is everything that contributes to the creation, diffusion, and care of the corporate image: colors, shapes, symbols, signs … every corporate object and every communication tool must represent and reflect the company’s values. And this applies from the entrance mat to the corporate email footer. In short, it is all that makes the company visible to its customers.
What are the characteristics of a successful brand?
To get a good result, it is not necessary to spend a lot. Often it is enough to take care of at least the basic communication: to have a coherent coordinated image (colors, tone of voice, character, and other factors ..), to take care of the communication contents, a good website, and to be able to communicate the values of the company. Hence, an SME does not have to allocate a large company budget but must allocate resources according to its turnover and budget. Also, here are some tips for a successful brand:
- Easy to pronounce name;
- Easy to remember;
- Easy to recognize;
- Suggests a reference to the corporate image;
- It catches the attention;
- Suggests features and benefits of the product.
Purpose and objectives: why is it especially important for SMEs?
The purpose of brand reputation and brand awareness is to have medium / long-term positive effects on the reputation, prestige, and value of the brand that will affect sales revenues. Taking care of all the aspects listed above will have the effect of increasing the perceived value of your product compared to consumers.
Branding for an SME means taking the strategic opportunity to appear even… bigger than it actually is. The more beautiful you manage to appear, the greater the earnings and the medium / long-term effects on the perceived value of the brand.
What are the risks for an SME that does nothing?
Doing nothing, not investing in communication today could be very, very dangerous for an SME. If you don’t promote it, the web will surely take care of it by publishing news and updates beyond your control.
Better to have an effective web presence and have the highest control possible. First of all, it will be easier for prospective customers to find, and you can communicate with them on many more communication channels.