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When branding is mentioned, all thought goes straight to the major global companies like Nike, MacDonald's, Coke, and Microsoft. Branding is important for these global leaders to maintain their market dominance, but what about small to medium business, does branding require the same attention as shown by the 'Big Boys'?
YES! Yes and, undoubtedly Yes! Branding is what sets any business or company apart from the competition. The statistics say that a difference of just 20% from the rest of the competition will give the lion's share of the market.

However, branding often appears expensive and daunting. Taking a creative and clever approach is often all that is necessary to ensure that the branding correctly matches the business in relation to viability and production levels.
One of the most notable branding success stories is that of a company with an annual turnover that exceeds $400 Million and a history that spans 3 centuries. The company is Twinings, the product is the humble cup of tea. Twinings rely on 5 primary principles for their branding success. The adoption of these principles does not have to be some huge undertaking, remember to keep it relative to the size of the business/product the branding is for.
Awareness tops the list for Twinings as far as branding goes. Your brand may be well established with a successful product, however, it is always dangerous to believe the target audience know who you are or what you produce. Maintain awareness, constantly remind your audience.
Modernization and Innovation. In the same way you devote 5% to 10% of your turnover to marketing, ensure that time, effort and resources are utilized in the enhancement or adaptation of existing products. This will prove as important as your primary product.
Coaching and informing. The consumer must be educated and updated as to the quality and variety found in your product lines.
Ensure that what you are supplying is that which is in demand. The large corporations call it 'Research and Development'. Sometimes though it is as easy as good lines of communication and being able to listen. Find out what your customer is after.
Finally, remove the risk for the consumers, provide assurance. This is achieved through the unswerving quality of a product day in and day out.
With three hundred years of trading according to these principles, is it any wonder Twinings are turning over $400 Million.

Learn more about this author, Dp Torti.
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