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...Branding is just as important for small businesses as it is for big names. Indeed, many corporate brands try to look more like small firms in order to appeal to consumers that prefer to support independent brands. Dan Einzig of agency Mystery explains how to develop your own brand identityMany small business owners I talk to already understand that branding is essential to their business, but a surprisingly high number of them don't really know why.They recognise the link between successful...

...branding promises, you will gain trust and retain custom. Think about every part of your business - if your customers' associations with your brand are negative or very different from the image you project, you may need to change your offer, your customer service strategy or even the way you run your business. Involve your employees - they will have their own idea of what your business stands for and whether it is delivering on its promises. Besides, you will need their co-operation to ensu...

...Branding isn't just for big firms with big budgets. Every business needs a brand, whether you run a café, a plumbing business or an IT consultancy. You can create an effective brand by examining what makes your business special, what it means to your customers, then creating a unique identity.What is a brand?Do I need a brand?First stepsPulling the elements togetherCreating the brandManaging the brandExtending the brandGolden rules1. What is a brand?Every business has a brand As Jeff Bezos...

...branding identifies a product, service, person or organisation as having a unique selling point. It can then be used across all marketing activity.A successful brand invariably results in superior profit and marketing performance. A brand name can set a product or service apart and add significant value as a capital asset.Back to top2. Why do we need to develop a brand?A strong brand helps to sell your message and benefits for you. As long as any new products and services you introduce are up to...

...branding?When someone thinks about your business, they have their own perceptions of what the business is about. This isn't just knowing what products and services you offer, but how they feel about your business. Think of branding as the experience customers and others have when they engage with your business, and the perception they're left with.Branding is the process of deliberately trying to create the right brand image for your business - and then using that brand to encourage yo...

...branding is not for you. "Big names spend money on branding, small companies just get on with the job" is a typical response when small businesses are asked about their brand activities. But this perception is wrong, as Rachel Miller explainsEven if you do believe in branding, it may come low on your to-do list after vital day-to-day tasks that keep your customers happy and keep revenue coming in. That's understandable.Why do small firms need a brand?So how can I convince you that branding ...

...branding behaviour of high-growth start upsExamples of powerful brands include social photo-sharing site, Instagram, which sold to Facebook for $1bn aged just 18 months. Or there’s the UK consumer brand, Ella’s Kitchen, which in its first eight years grew to have a 20% share of the UK baby food market and a turnover of £100m.The learnings from these brands and the way they started out are the same. These companies set out to create a new market or completely disrupt an old one. To do this...

...branding, and digital marketing needs. Once considered underdogs to large global networks, these nimble agencies are now at the forefront of innovation, offering bespoke services, direct collaboration, and unmatched flexibility. The growing trend of brands partnering with independent agencies is not just a passing phase; it is a strategic shift driven by the demand for more personalised, results-driven marketing solutions.Why brands are moving away from large agency networksFor decades, big bran...

...branding and marketing. Mark McCulloch of WE ARE Spectacular explains why the two are important, but in different waysBranding and marketing, and the difference between the two, is not just misunderstood in business. It is misunderstood in most businesses and even in their own marketing departments.I have worked as a general marketer and a senior brand manager. This easy guide will help you navigate your way between the two areas and see their potential to improve your business.What is brandin...

...branding for inspiration, and to consider how you can make your own stand out. Establish design rules such as colours, typefaces and logos. Establish budgets for design and production; compare quotes to get the best deal. Discuss your requirements with a graphic designer and provide a clear brief. Your designer can create a brand identity toolkit that you can use across your communications. Apply your design rules consistently across your literature and online activity to build a strong image an...