We're well aware by now of the struggling economic climate, but is it all doom and gloom for SMEs? According to Fiona Mills of Avery Office Products, when it comes to branding, being small has some big advantages. With so many large corporations struggling, now's the time for a change of order, with the chance for new and emerging businesses to take advantage of the market conditions and get themselves out there.
"For every struggling market there's an opportunity for an ambitious business to take advantage", says Mills. "At a time like this your brand goes a long way to communicating confidence to the customer. Simply, one of the best ways to be successful is to look successful. Customers act on image and one of the key advantages SMEs have over larger organisations is that they can act fast and take advantage of marketing opportunities."
And, with the fast-moving pace of today's technology, there are real opportunities to be had for the growing SME.
"A smaller business' brand can be just as powerful as a bigger business', but without the huge costs. Professional branding ensures that people connect with your company and, with the internet especially, it's becoming easier and cheaper for companies to get themselves in front of their target customers", says Mills.
Keeping Up Appearances
With technological advances such as wireless mobile internet giving people the freedom to work on the move, new marketing and communications opportunities have really begun to open up. The importance of marketing your brand on the move has never been more important and is an area where SMEs have a big advantage over their larger counterparts. For example, laptops are everywhere in the modern world and, with people forever accessing their emails on trains and in cafés, they represent a unique opportunity from which to communicate your business through branding the outer shell. Opportunities such as these reflect the often fast-moving lifestyles of SME businesses and getting your company's brand out there has never been so easy or cost-effective.
Mills notes that this is the natural development of the trend towards personalisation. "Consumers have been well ahead of the game for some time now, with iPods and mobile phones developing covers to satisfy the public's desire for products that truly represent their personality. That phenomenon is now moving into the world of business. A previously dull laptop shell can now become a perfectly-sized miniature billboard for your business, simply by logging onto the internet and applying your company graphics on a specially-designed, professional sticker that, when applied, acts as a promotional skin for your laptop. Of course, the best bit is you don't have to pay for this advertising space, because you already own the ‘laptop-slot', meaning that your company is being promoted while you work on other things, such as your emails!"
Brand and Print Online
What this essentially means is that, for businesses on a budget, your imagination doesn't cost a penny! Taking advantage of current technology, businesses can now professionally design their own graphics or import their own logos and branding using free, innovative online software. The products are then professionally printed and delivered to your business' doorstep.
According to Mills: "Traditionally, when cutting out the expensive costs of a designer, SMEs have been limited to printing a narrow range of stationery, such as business cards, but they now have the option to put their branding on many more items. Office wall applications, company files, laptops, mailing labels and company media can all now be a part of an SME's branding mix, simply due to the fact that you now do the design work yourself, or simply apply your company's existing designs."
The benefits of branding these items not only means that your company is taking full advantage of every promotional opportunity, but it breeds a company culture of professionalism for staff, and gives a strong impression of your business when you're attending meetings and conferences.
5 Tips for Branding Your Business
1. Get Your Brand Out There - the way you spread your brand is just as important as what your brand says. Communicate your brand using business cards, laptops, labels, files and outgoing mail by becoming a real ‘brand opportunist.'
2. Make sure your brand is consistent - your customers want to build a relationship with one brand and no more, so don't make your company work twice as hard to build these by having inconsistent branding. Remember to save your designs and import them onto your branded products consistently.
3. Make sure your branding is easy to understand and clear - the best brands tell the story of their company or suggest a little about what they do, meaning you're immediately targeting the right customers.
4. Try to make your brand a little different - what is already out there and how could you make your mark in a distinctive way from the competition?
5. Make branding quick and easy - when it comes to the important matter of your own brand, use a brand that you can trust! It's important that the online software is easy to use and that the finished product is of a premium quality. After all, you don't want your brand to look second best.
Avery Brand & Print provides you with a professional, cost-effective and convenient way to design and print your company branding through a variety of printable products, ideal for SME businesses. For more information or to give your branding a boost, visit www.averybrandandprint.co.uk [1]