BRANDING

Five essential elements for SME branding

Introduction

By investing in branding, the SME is able to make a tangible difference in the way the company is perceived among its various stakeholders including employees, suppliers, customers, media, government bodies and every other influencer.

The most comprehensive approach to branding The SME Branding Kit has been created after years of understanding, research and in-depth interviews with people in the SME industry. It has been developed considering the opportunities, challenges and financial limitations.

The kit is tailored to suit small and medium enterprises and it addresses the most fundamental aspects of branding - brand positioning, identity, visual expressions, company profile and corporate website. While most SMEs may have invested in all or some of these elements, what is important is to have a holistic approach and develop them as effective tools to fulfil business objectives.

Brand Harvest has worked with over 40 SMEs spanning various sectors over the past six years and has created the branding kit with this collective experience.

The identity is not just about a logo. While the logo is only the tip of the iceberg, the identity is about who you are as a company. What do you stand for? What is your culture? How are you different?

The identity is the sum of the above four questions manifested in visual, verbal, attitudinal and behavioural aspects of the company. In sum, identity encompasses the overall values and personality.

Identity2

How you position your company influences your customers and employees alike. Positioning is about how you wish to be perceived by all your stakeholders and at the same time being relevant yet differentiated from your competition. (Example: “The most innovative company within the sector” or “The most efficient service provider”)

Every company is unique in its own way and positioning is about discovering this uniqueness and making it relevant to your customers.

Positioning1

The visual expressions build a suitable personality for your brand and enable it to stand out in a unique manner in the marketplace. Therefore, how does your identity translate into various expressions? What should be your primary colour and why? How should your stationery look and feel? What is the kind of imagery your brochure, marketing collaterals and the website carry?

All these expressions bring your brand alive and create a distinctive personality.

Visual Expressions 3

Developing a well-rounded corporate profile is the finest introduction you can make for your company. How you present your company? What are the signals that evoke interest among your customers? What all aspects shouldyou cover in the profile?

Expressing your vision, mission, philosophy and actions will define what you stand for and why one must do business with your company.

Corporate Profile 4

BRANDING

Five elements of The SME Branding Kit

The SME Branding Kit is a combination of the strategic and creative aspects that are essential for a small and medium enterprise, to build a strong brand.

Positioning Identity

Visual Expressions

CorporateProfile

Website

In today’s times, having an online presence alone is not sufficient. It is equally important to understand the limitationsand advantages of the digital space. Therefore, your corporate website is an opportunity to build stature and engage your audience in a manner that drives business.

Optimizing the website with SEO friendly content, leveraging the latest technology and building interactivity are equally important.

Website5

Today, branding has become one of the most important aspects of any business. Effective branding gives you the edge and a competitive advantage.

Discovery CreativeExpressions

Analysis &Articulation Implementation

Approach and ProcessOur four stage process addresses the key aspects of branding including understanding of your business needs, articulating the positioning strategy, expressing the brand and finally implementing the various expressions.

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Brand Harvest Consultancy Pvt. Ltd.Plot No.36-A, Mahal Industrial Estate, Andheri (E), Mumbai - 400093. India.

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