7 Deadly Sins

Dr. Nikolaos Dimitriadis

of Greek SMEs Abroad (SEE)

“We are the same”

1

Proximity does not meanSimilarity

Branding is about perception

“They love us!”

2

Country of Origin Effect

“My brand name is OK”

3

Is it easy to pronounce?

Does it have the right meaning?

Does it give the desired impression?

Is it memorable?

“My budget is OK”

4

How much money I need for

Branding and Brand Building?

“I’ll work with Greeks”

5

Are they well-connected?Are they familiar with the industry?Are they successful in what they do?Why not locals?

Always double-check!

“I’ll do it by myself”

6

Don’t come up with Don’t come up with brand name yourselfbrand name yourself

Don’t design the Don’t design the leaflet yourselfleaflet yourself

Don’t write the Don’t write the messages yourselfmessages yourself

Don’t design the Don’t design the store yourselfstore yourself

Don’t negotiate only Don’t negotiate only by yourselfby yourself

“Brand Strategy what?”

7

The Brand is not only the Logo/Identity

Is the WHOLE Experience!

Avoid “The 3 OU” Avoid “The 3 OU” StrategyStrategy

Strategy is not FixedStrategy is not Fixed

Make sure the opportunity exist

Don’t rush!

Find the right partners

Have back-up plans

Think regional

The Brand is your passport

7 Deadly Sins

Dr. Nikolaos Dimitriadis

of Greek SMEs Abroad (SEE)