From our experience, many SME’s in the North West see branding as a nice to have and only for large consumer brands. They therefore see little importance in investing in a brand strategy or creating a brand beyond ‘a logo’.
This is a common misconception and one that is probably due to our industry being misrepresented and the output being perceived not as true branding but as design only. However, business owners should look beyond this if they want their business to fulfil its true potential.
If brands didn’t exist, businesses would only ever be able to compete on price and product. In some instances, this may be enough to build a business. However, in an increasingly saturated world it often isn’t enough and competing on price alone will result in a race to the bottom which will affect profitability and even the quality of products the business is able to deliver for the price it is charging.
By creating a brand, businesses have the ability to create true differentiation and distinction from their competition. Based on values and purpose this creates a much more meaningful engagement with their audience. The result is that products are not commoditised as price becomes a much less significant factor in the decision process, even to an extent where customers will be willing to pay more for your product or service because of the brand it is associated with. It also means customers will establish a stronger relationship with the business that will drive a better lifetime value.
There is also a misconception that brand agencies are only based in London, only work with companies FTSE 100 businesses and charge astronomical fees. This is also false. While it is true that London is a global leader in branding it is not the be all and end all, the North West has as much experience and knowledge, as long as you choose the right partner.
Based in the North West and working across the region, we work with business of all shapes and sizes, from individuals to global corporations and SME’s to national institutions, to improve their performance and take them to the next level by transforming the way they engage their audience using brand and communication as the vehicle.