A brand is defined as a name, term, sign, symbol or a combination of these, that identifies the maker or seller of the product -Philip Kotler/Gary Armstrong (Principles of Marketing).

A good branding strategy will put any Small or Medium Business Enterprise (SME) in a stronger position against competition. Business experts agree that SMEs are more defined than larger companies because of their size. Hence, focusing aims and values in branding should be easier. Brand building is critical for the growth of a businesses. It is not a luxury they can be overlooked. SME business owners are advised to make branding a necessity. Invest the formative years of a business, setting it up for the public. In other words, brand or package your business.

The legal term for brand is Trademark, otherwise known as Trade name for a whole firm. The trademark of a company is more than a logo or an external perception. It is an identity that helps it to be recognised by the owners, employees and consumers. It is what the company or product stands for.

A brand message comprises all that the business is and has to offer. Branding is important for a number of reasons. Some of these reasons are:

• For advertising and publicity purposes.
• To officially and publicly introduce a product.
• To appeal to target market.
• To distinguish and set as brand apart from competitors.
• To create a lasting impression about the business.

One efficient way to build the brand of a product is to create a character for the brand, like an individual and include an expected perception to target market. Content and communication can then be developed to emphasize this.

Many business owners worry about finance, sales, product development, keeping branding at bay. This can be ironic because the proper packaging of a product or business is inadvertently its advertisement to the public, which in turn is the centre of sales and increase in finance, customers.

At the crux of a profitable business is its appearance to the general public. Buyers should notice a brand anywhere it is seen, on a billboard, a TV screen or social media. Initial criticism or likeness for a product or business will also come as a result of the branding of such respectively. Even when no one knows what a start-up does, they’ll always recognize the brand.

From a SME, you can actually become a multinational company in the coming years, if you have chosen to implement the right strategy - Branding Strategy and Brand Identity Design. -Mash Bonigala (Founder & CEO, SpellBrand)

YOUR BRAND IS YOU!