Branding can make the difference between a highly successful business or one that is just making ends meet. The product or service the company is selling obviously has to be good, but it is the branding which makes all the difference. I can think of a company locally to me which is hugely successful, and I think a big part of it is down to its branding. I recognise the logo instantly, the clever name shows what the company sells and it has a simple message. The logo is also simple and looks good. It sells a great product too and has an excellent social media presence and this all results in a business which continues to grow. I know there are companies in the area which also sell similar, very good products but they don’t seem to have the same reach, and I think a lot of this is down to the branding.
This got me thinking. What makes a strong brand identity? How do companies create a brand which stands out to consumers? And the three experts who responded to this month’s editor’s question did not disappoint.
Crispin Read,CEO and Founder from The Coders Guild, highlights five top tips which will help SMEs stand out. He said: Consistency in tone, visuals and messaging is essential for building a recognisable brand. Whether you’re interacting with customers on social media, through emails or on your website, the experience should feel cohesive. At The Coders Guild, we maintain a straightforward and mission-focused tone in all our communications to ensure our audience knows who we are and what we stand for.”
While Rupert Bedell, CEO at Fasthosts, highlights the importance of having a strong brand with a message this is easy to understand. He said: “Your team should be able to understand and recall the brand promise easily, so involving employees in the development process is vital. This isn’t about a ‘ta-da!’ moment from head office. It’s about co-creating a strategy that everyone buys into, which means they’re far more likely to embody the behaviours that support your brand promise. This sense of ownership can be the difference between a brand that resonates and one that falls flat.”
And lastly, Jane McCarthy, Brand Strategist and Author, offers three tips for creating a unique personal brand. She said: “Get clear on why you feel so passionate about your area of expertise. What about it motivates you so deeply and profoundly? Why is sharing this vital expertise your life purpose and life’s work? When you first awaken in the morning, why are you excited to share what you know with the world? Once you’ve identified the heart of what drives you, be sure to share that enthusiasm with your audience.”
Read more below.
Crispin Read, CEO and Founder, The Coders Guild:
Creating a strong brand identity with a unique value proposition is essential for SMEs to stand out in a crowded market. At The Coders Guild, our brand identity is rooted in our mission, and this has helped us build advocates who believe in what we stand for. Here are my top tips for SMEs on how to create a compelling brand identity:
1. Understand your customers
The first step in shaping your brand is to truly understand your customers – know their needs, challenges and goals. For us, it’s about recognising that many talented people are excluded from traditional tech career paths. We’ve tailored our services to address this issue.
By clearly identifying the problems you solve, you can create a value proposition that speaks directly to your audience’s needs. Start by asking: What problems am I solving for my customers?
2. Align brand identity with your mission
Your mission should be at the heart of your brand identity. At The Coders Guild, our mission to create alternative pathways into tech is reflected in every aspect of our branding. When your brand identity is aligned with your core purpose, it becomes authentic, and authenticity is what creates loyal advocates. Customers and partners are more likely to support a brand that stands for something they care about.
3. Keep it simple and clear
Your value proposition should be easy to understand and straight to the point. Avoid jargon and complex language. What makes your business different? What specific value do you offer? Make sure that message is clear and visible across all your branding efforts. Simplicity helps your audience quickly grasp why they should choose you over competitors.
4. Consistency is key
Consistency in tone, visuals and messaging is essential for building a recognisable brand. Whether you’re interacting with customers on social media, through emails or on your website, the experience should feel cohesive. At The Coders Guild, we maintain a straightforward and mission-focused tone in all our communications to ensure our audience knows who we are and what we stand for.
5. Foster emotional connections
Your brand is more than a logo or a product – it’s about the emotional connection you create with your audience. Sharing stories about the positive impact your business has can help build that connection. At The Coders Guild, we highlight stories of how our apprenticeships change lives and help businesses thrive, which resonates emotionally with our audience.
In summary, building a strong brand identity is about understanding your customers, aligning with your mission, being clear and consistent and creating emotional connections. When you do these things well, you build a brand that not only stands out but also earns the loyalty of customers who believe in your purpose.
Rupert Bedell, CEO, Fasthosts:
Creating a genuinely unique brand proposition can be challenging, especially in a crowded marketplace or when the product is already well-established. But if you can’t create something entirely different, ask if you can do it better.
Many of the strongest brand identities aren’t built on reinventing the wheel. They’ve taken an existing concept and refined it. A prime example is the iPod. It wasn’t the first MP4 player, but with a clear and compelling proposition, ‘1,000 songs in your pocket’, and superior execution, it quickly dominated the market.
A strong brand promise is grounded in an undeniable truth that your business can realistically deliver. Ideally, this promise is backed by clear, tangible proof points, like having the fastest product in the industry, the highest TrustPilot score or a verified safety record. These promises should be either absolute, like having the most locations, or independently verified. Avoid being aspirational. Today’s customers are more informed and have higher expectations, so even one misstep on a bold promise can do lasting harm. A credible brand promise builds trust, while anything less can quickly erode it.
Addressing a recognised market need or pain point also strengthens your brand’s relevance. This gives you room to stand out as a challenger brand, with a voice that indirectly highlights competitor weaknesses. In the airline industry, Virgin Atlantic provides a good example. Through several campaigns they addressed the notion that airline travel does not need to be so painful, with their Upper Class proposition, while also – cheekily – challenging service gaps in British Airways’ business and first class.
The best brand strategies are straightforward and memorable. Your team should be able to understand and recall the brand promise easily, so involving employees in the development process is vital. This isn’t about a ‘ta-da!’ moment from head office. It’s about co-creating a strategy that everyone buys into, which means they’re far more likely to embody the behaviours that support your brand promise. This sense of ownership can be the difference between a brand that resonates and one that falls flat.
Lastly, stay consistent with your brand identity once it’s established. Avoid letting internal fatigue or management changes lead to frequent rebranding. Customers are less likely to tire of a good brand promise than your team might think. Some of the best brand identities have been lost because of unnecessary change.
Consistency reinforces recognition and trust, which are essential for customer loyalty. A clear, unwavering brand identity gives customers confidence in your offering and keeps them coming back. Stick to your brand values, prioritise what matters to your reputation and make strategic choices that reinforce your brand’s core promise. Building a trusted brand takes patience and focus, but the payoff is well worth it.
Jane McCarthy, Brand Strategist and Author:
When it comes to developing a strong brand identity as an SME, everyone talks about finding your niche. Niche is indeed important. However, that’s just a starting point. Here are three additional tips for building a unique personal brand as an expert:
1.Discover your archetype: Find out which universal, timeless character you are most akin to as an expert. Carl Jung created a classic set of 12 archetypes to consider and explore based on your own personality. Perhaps you’re the Rebel who challenges the established assumptions of your field. Or maybe you’re the Magician who illuminates the wonders of the Earth, delighting people along the way and transforming their understanding. Another possibility is that you’re the Everyman, who puts complex ideas in simple terms, shared in a way that feels relatable.
If you’re an SME with a deep feminine power and wisdom, I also suggest looking at the goddess archetypes for inspiration. For instance, you might be Athena- the Wise, who shows people the practical applications of the knowledge you share. Or maybe you’re Maiden Persephone – the Dream who opens up a sense of vibrant possibility and renewed optimism in people about where humankind can go, tapping their imagination along the way. Alternatively, you might be Queen Persephone – the Firewho calls a spade a spade and confronts hard truths by ripping the bandaid off in order to instigate a transformative healing.
Once you uncover who your archetype is, it will help you focus your personal brand identity.
2. Clarify your heart: Get clear on why you feel so passionate about your area of expertise. What about it motivates you so deeply and profoundly? Why is sharing this vital expertise your life purpose and life’s work? When you first awaken in the morning, why are you excited to share what you know with the world?
Once you’ve identified the heart of what drives you, be sure to share that enthusiasm with your audience. Bring them along for the emotional journey of learning that drives you. Help them not only attain knowledge but also have an experience along the way that touches their hearts. Whoever makes a heart impression is memorable. A big part of Neil Degrass Tyson’s success is not based on what he knows but rather, springs from his sheer love of science and his exuberance for sharing this passion with the world.
3. Build an iconic, differentiated look: When you’re building your work wardrobe, think of yourself as a stylist on a film set building a special look for an actor who needs to express the essence of the character they are playing. Ideally, find a style that is distinct in your realm of expertise. As with all brands, personal brands are elevated by signature colours and symbols. Build these into your iconic look.
Taking these three steps will elevate your personal brand identity. From there, amplify it with communications that truly feel authentic. As Joseph Campbell said: “The privilege of a lifetime is being who you are.”
Jane McCarthy is the author of The Goddess Guide to Branding.