SME Branding Lesson #2 – Know Who You Are

No matter how small or large your business and no matter how small or large your marketing budget is, one of the most important issues to resolve is finding out who you are – your brand essence.
One good technique to obtain an insight and a concise representation of your brand essence is by listing the product or service benefits and then ‘working up the ladder’ to arrive at a very concise word or statement that sums up the brand.

Innocent Smoothies
A brand that knows who it is

Innocent have been a great case study of a small business expanding into a multi million pound turnover venture without losing their identity, but rather building a strong set of brand values including:

  • Sustainability
  • Purity
  • Staff culture and support
  • Giving back to the community
  • Creativity

For Innocent Smoothies, the differentiating product benefit could be:

  • Pure, natural ingredients, from sustainable sources, without any additives or colourings, with recycled packaging – and targeted at children as well as adults
    –> for the consumer the benefits are
  • Worry-free consumption, guilt-free purchase, feel-good factor for health and environment – and the kids love it, too
    –> or in other words
  • Innocence

YMCA Rebrand
The Forest YMCA had lost its way a bit over the years and the brand needed to be re-defined.

I worked with a client on the re-brand of the YMCA in East London and remember during a workshop to scope the project, one member of staff answered the question ‘What does the YMCA mean to you’ with ‘What it is, is the red triangle staring at us from outside the window.’
It was a curious comment because that was not at all what most other people saw the YMCA stood for. In fact, they all felt something very different depending on which department they were from. And this was exactly the underlying issue leading to the need for a re-brand. Who are they really? What do they really stand for and how can they communicate this in a way that is understood by each and every member of staff and other stakeholders.
Together with the management team we interrogated their vision, mission and values and created a new brand identity designed to connect all the different aspects of the brand and to present it as a strong organisation that knows what its brand essence is.
Without quoting large brands and their brand essence, has anyone got examples of SMEs that have a strong set of values that makes them ‘the ones to watch’? It would be great to hear from someone with some thoughts.

Brand Identity, Brand Vision, SME

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