We see it in our environment every day – small and medium sized businesses, that do not take care of their brand. Brand? What brand? You might be thinking. Surely they are ‘only’ running a local business, selling one or two different products or services, catering for the local community and investing all their time in developing the product or service, making sure their cashflow is up to scratch, keeping the bank happy. But small medium sized business deserves strong branding.
In order to see how important branding is, even for the smallest business, we have to understand what the term ‘branding’ means.
People mainly think that branding means ‘having a logo, letterhead and a sign above the shop’. But a brand is much more than its visual elements. Branding should start with a clear idea on what a business or organisation stands for and how it will serve its customers and community delivering relevant benefits. [Read more…]