Marketing,
as much as is an art, is also a culture. This culture is what endears
For a client
to stay loyal to the SME’s product or service, careful attention must be paid
to its branding and packaging as much as to its quality. It is said that
packaging invites the client; quality keeps the client. Today, however, quality
and packaging is hardy separated in the client’s view: the product is as good
as its package.
Essentially, every SME seeks to create:
- A striking and lasting first impressions (totally the job of packaging)
- A friendly and acceptable blend with the taste of the potential) client
- An identity through its texture, colour, design and shape such as it is easily identifiable as separate from its competitors.
Product
packaging is branding. Branding is the bridge between your potential client and your SME. It is the aspect of business that ensures identity and
niche. A product identity is craftily defined to create a lasting impression, a
friendly and acceptable blend (through PR, customer service etc.), and to set
it apart from its competitors in the market.
An SME with
a generic (one with a general name such as Diaper Shop, Project Management Firm,
Plumber’s Shop etc.) will lose market to those with more visible names. It is
often a major flaw to embark on SME operations without first deciding its brand
features and identity.
5 KEY MUST-DO BRANDING PROCESS FOR YOUR SME
Branding is planned out as soon as your business idea is thought
out. This is an important step for your business because it:
- Creates a face that becomes your SME
- Strengthens your market and creates client loyalty.
In building a suitable brand, be aware that a poorly executed
brand will be an impediment to sales for your business to stay afloat.
Among other things, below are 5 key must-do branding process.
- Determine its corporate name: I recommend you search for a professional name; a name that easily links up to the specific or major business you operate. Do this as soon as you are clear on what your business is about.
- Determine you SME’s primary colours: this is essential for marketing purposes. Depending on your business, consider primary colours. You want your business to show market dominance and capability.
- Define a logo: this should be a blend between: business name, chosen colour and industry. Some popular firms have however created some lasting brands out of just coining words. Make your logo choice simple and easily recognizable. Determine the logo shape, colours, texture. There are several websites you could use to design a good logo. You can also use Coreldraw or Photoshop to do a personalized logo. With the logo design, create your complimentary cards, letterhead and identity cards.
- Create a suitable website with landing pages directed to your firm: secure a domain name for your business to avoid having to pay heavily for a suitable one in future.
- Determine your SME business culture and Operational readiness: the focus here is what you and your team do when the clients have arrived.
