- Marc Cousins
Brand Development for SMEs
A strong brand strategy is essential to helping your business achieve its objectives. It's not just about the logo or the name of your business, but rather how you position yourself in the marketplace and how your customers perceive you. We work with clients to produce well-documented Brand Strategies that define their target audience, key messaging, tone of voice and visual identity. This will become a reference point for stakeholders enabling decisions to be made across every part of the business.
Brand development through research and planning
Brand development is not just about the logo. It's not simply a matter of choosing a color palette, picking a font and designing a few business cards. Brand development is more than that; it's an ongoing process of looking at your business holistically and understanding how it communicates with its customers.
For example, if you have an e-commerce store, you'll need to consider how your website looks and feels as well as the way in which people interact with it. You'll also have to think about whether or not there are certain aspects of your business that could be improved so that they're easier for customers to understand—for example, perhaps they don't know where they can find something on the site?
In short: brand development involves making sure that everything from your logo down to every piece of marketing material has been thought out carefully in order for it all to come together seamlessly into one cohesive whole—and ultimately this will help lend credibility towards everything else connected with how people perceive you or anything else related specifically within this particular sector (whether directly linked).
Many companies do not have a brand strategy in place or if they do, it is outdated.
A solid brand strategy is a document that describes the brand and its objectives. It should be aligned with the company's business strategy, reviewed regularly to ensure it is still relevant and communicated across the business.
Our experience shows us that many companies do not have a brand strategy in place or if they do, it is outdated or not aligned with the company's current strategy.
A strong brand strategy will drive company growth and investing in the future will pay long-term dividends.
Brand strategy is the foundation upon which your business will grow and evolve. It’s the guide to how your business will be perceived by customers and stakeholders, including employees, suppliers and investors.
A strong brand strategy can help you to define your business goals, as well as who you want to attract as customers and how you want them to feel about doing business with you. The goal is not only to grow profits but also long-term value for shareholders through profitable sales growth over time.
Brand strategy helps with defining:
Who are my target audience?
What products or services do I offer?
What makes me different from other similar companies (differentiation)?
How does my company differ from its competitors (competitive advantage)?
We help our clients better understand their business objectives, audience and positioning.
To ensure the brand strategy is sound, it must be based on good research - both internal and external to the company. We work with our clients to understand their business objectives and produce a document that defines the target audience, brand positioning, key messaging, tone of voice and visual identity. Our process involves working closely with our clients’ stakeholders to develop a comprehensive understanding of their organisations; this includes everything from the company vision to how they want customers to perceive them through their branding efforts.
The brand strategy will inform all aspects of your communications so it needs to be communicated clearly across your organisation and externally too where relevant (i.e., social media, PR, etc.). It’s also critical that you revisit and review your brand strategy regularly as market conditions change or new competitors emerge - having an established plan in place means you can react quickly when required rather than falling behind due to inaction or confusion amongst staff members regarding how best to achieve results for both internal and external audiences at all times!
You strategy becomes a reference point.
A sound strategy will become a reference point for stakeholders, enabling decisions to be made across every part of the business. The strategy is owned by everyone in the organisation and should be reviewed regularly. It should also evolve as your company changes and grows.
Does your brand reflect your business strategy?
Brand development through research and planning is an integral part of any successful brand. Our experience shows us that many companies do not have a brand strategy in place or if they do, it is outdated or not aligned with the company's current strategy. This can lead to confusion amongst employees, customers and suppliers about who you are as a company, how you want to be perceived by others, and how best they should engage with you.
Get in touch!
If you’re interested in developing a brand strategy for your business and want to know more about how we can help, please get in touch with us.