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Business Matters April’07: The Importance of Branding The Times, 27th April Giving your company or product the right image is of crucial importance. But the product has got to deliver the goods to last the distance Starting off with the right brand for your product or company can be crucial to your business. “You should never under-estimate how important it is to get it right at the very beginning,” says Olly Raeburn, Managing Partner of creative agency Liquid Communications. “You are only new once, so you have got to think things through. What is at the core of the business and does your branding reflect that?” Perry Haydn Taylor, founding partner of the brand experts Big Fish, agrees: “It is a priority to get branding right at the very beginning. If you have the best product in the world but you don’t have the best brand, then it is not helping your business. Branding is a way of getting people interested in what you’re all about.” The most important thing to spend on branding is time, he adds: “Entrepreneurs tend to rush in and make decisions quickly but prevention is definitely better than cure with branding. Get it right and it pays dividends — if not, it’s a lot of effort to change things halfway through.” More: Business Times Online |
How to build a business brand: Microsoft‘s small business portal has unveiled a list of tips to help you build a brand for your firm after a survey suggested over a third of small companies admit to having no brand at all. Over a third of small businesses openly admit to having no brand values, according to a survey conducted by Microsoft. Companies with fewer than 10 employees are the least likely to have attempted to build a brand, the poll found, with 58% admitting they have made no moves in this area. “Small businesses are not realising the importance of implementing brand values and how a lack of strategic marketing has a direct impact on business performance and profit margins,” said Karl Noakes, director of small business for Microsoft. “Many small firms are not acknowledging that branding – creating awareness of exactly what your business does and how it does it – is just as vital as recruiting employees, attracting investors and chasing sales,” he added. More: NewBusiness.Co.Uk
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