Microsoft survey showed that over a third of UK small businesses admit to having no brand values and those companies with between one and ten employees were the least likely to have built a brand, with a disturbing 58 per cent of this group shunning the creation and communication of brands within the business.
So, if those companies are willing to be persuaded here are some of the things they could do:
? Define the business’ personality:
? How do you want to be perceived?
? What is it that makes your product or service desirable?
? Why should customers choose to come to you instead of your competitors?
? Be consistent, ensure the same values, messages and visions are communicated to all of your staff and make sure they act
on them.
? Build recognition, ensure your brand designs and rituals are found at all ‘customer touch points’.
? Make the most of what you’ve got. One of the most effective yet simple ways to have a strong brand presence is through your website. Although seven out often small firms have a business website, half of them are not using it for marketing purposes.
Richard Hill is a director of E-CRM Solutions and has spent many years in senior direct and interactive marketing roles. E-CRM provides EBusiness, ECommerce and Emarketing and ECRM.