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Branding is frequently associated with giant companies. Given the arrogance of most big players in the market, small businesses end up intimidated. Contrary to the common notion, even small and medium enterprises (SMEs) can make efforts for the branding of their products and services.

Many SMEs do not have branding departments or resources to hire the services of an advertising agency. Most SMEs are focused on their actual product or service that they tend to neglect the importance of developing a branding image. However, banking on creativity and resourcefulness can surely equip SMEs with the branding strategies they need in promoting their products and services in the market. Branding helps SMEs get the identities they wish to have. This translates to better relationship with their target customers. For any kind of business—regardless of the size—branding brings a lot of benefits that can help expand the venture.

Hiring branding experts

In case you have a small business but clueless on how to work on the branding aspect, you can always seek help from professional branding strategists. They can do things for you, and you only have to approve or disapprove their ideas. If you want, you can make the branding plan a collaborative plan where you can pitch in ideas.

Essentially branding strategists can give research facts that can be your basis in building your identity in the market. This is important in coming up with an effective plan. They can also give you an idea on how to let your brand have a voice. In addition, they can educate and train your staff on how to sustain the branding campaign. This is important since the campaign should be rolled out for a long period of time. Consistency is the name of the game, and a one-time big-time branding campaign may not work well if you intend to gather more loyal clients.

It may seem impossible at first but SMEs can certainly find affordable yet effective branding services from firms. It is just a matter of finding the right one to work with. Quality of the service, however, should still be the first consideration. Otherwise, you might end up wasting your resources on marketing campaigns that do not work at all. Or worse, it can just damage your reputation in the market.

Do it yourself

If you are confident enough, and you are willing to take the risk, you have the option to do it by yourself. SMEs who are in a tight budget might consider this as a great option. Before attempting to do this, however, SMEs executives should ensure that they know very well the process of branding a company. They can assign an existing department in the business to work on this. This can be a combination of marketing and communication experts who have wide knowledge on the target client segment in the market.

In starting the branding, one thing SMEs can do it asking the customers about their notion on the business. Asking a small sample of target customers can help SMEs identify what their target market thinks about them. This can be done through survey questionnaires or interviews by employees. This serves as an effort to know the points of difference that is crucial for SMEs.

Since you are aware of your products or services, you can surely find the element that you can highlight for the branding campaign. The nature of the target clients should always be integrated on any marketing campaign to be launched. All businesses should know and apply this important rule.

Branding actually starts as soon as you have put up the business. Choosing the brand name itself is already a form of branding that you should carefully think of. Impulsiveness should be out of your vocabulary as a pre-mature branding campaign can break the entire business.

Many SMEs are having a hard time in penetrating the market given the number of large players in the industry. However, with proper branding, things can become easier. Branding can also be a way to expand a business. From an SME, you can actually become a multi-national company in the coming years if you have chosen to implement the best strategy.

Mash Bonigala

Mash B. is the Founder & CEO of SpellBrand. Since 1998, Mash has helped conscious brands differentiate themselves and AWAKEN through Brand Strategy and Brand Identity Design. Schedule a Brand Strategy Video Call with Mash.