Bristol, UK, Branding is a vital part of any successful business. But while big names may spend vast sums of money of image and identity, small firms can create powerful brands of their own without spending a fortune.
That’s the message from branding specialist, David Gent, managing director of David Gent Creative and expert contributor to Marketing Donut, the new marketing advice website dedicated to SMEs.
“Small firms have to give branding as much thought as big firms, because they are competing against people who use branding effectively,”
For small firms with limited budgets, the good news is that it has become easier and cheaper to create a brand identity than ever before. “You used to have vast manuals to show how to use logos and so on but it’s a simpler proposition these days,” explains Gent. “Now with JPEGs and PDFs, it’s easier to get consistency across everything from stationary to signage and vehicle livery.”
Branding is not just the icing on the cake, it needs to communicate the whole proposition. “Branding is about reputation as much as identity,” says Gent. “You must live up to the promise of your brand and your image has to be backed up by the actuality.”
A good brand should be an asset and something that is hard to copy, advises Gent. “Because of desktop publishing, a lot of small firms simply choose a typeface and put it in italics,” he says. “But you don’t have to spend a lot to get a tailor-made identity.”
Managing your branding is vital, adds Gent. “You have to be consistent in all uses of typography. Even simple signs and price labels in a store must have a consistent style,” he says. “And you can’t keep changing colours. You need to reproduce your company colours consistently wherever they appear, whether on paperwork, in your shop window or on your van.”
Further information:
Become a Marketing Donut expert by visiting the blog http://marketingdonutblog.co.uk/
Find out how to join Marketing Donut here http://marketingdonutblog.co.uk/
Find more information on David Gent Creative here, www.davidgentcreative.com
Contact:
Mick Dickinson
BHP Information Solutions Ltd
Bristol, UK
Tel: 0044 (0)117 904 2224
Mob: 0044 (0)7816 680 266
mick.dickinson@
http://www.bhpinfosolutions.co.uk
