Do Brands Matter for SMEs?

Do Brands Matter for SMEs?

This is a question I am asked time and time again from many of my SME clients. The short answer is yes, without a doubt. Only one company can be the cheapest, the others have to use branding. The stronger the brand, the greater the profit margin. The best brand identities have business acumen as well as aesthetic value. The stronger the brand, the more people listen.

Master Chef’s are fond of saying, “We eat with our eyes first”.

Professional brand identity

The saying, “Never judge a book by its cover” has been around forever, but the fact remains that the majority of people continue to judge things based on perception and appearance. Finding a company that has the right look and feel to it, whether conscious or subconscious, can often be the most important criteria for people when making purchase decisions. A professional looking brand identity will add credibility and trust wherever it is seen.

As branding and marketing consultants we have revitalised many unprofessional brand identities in order to portray  a company as “trustworthy” ensuring  the potential customer has confidence in that brand. SMEs need to understand that if your identity appears cheap and inexperienced, that is exactly how you will be perceived.

Creating a positive perception

Our SME clients across Glasgow, Edinburgh and Manchester are consistently reminded of a key fact:

The purpose of a brand identity is to create a positive perception of your company that’s recognisable and consistent across all marketing channels.

The bottom line is that a brand identity used consistently across all marketing materials can actually make a huge difference to a SME or any size of company, by increasing awareness, sales, profits and market share.

If you’d like to make your brand work harder for you, then please give us a call or drop us an email. tel: Tel: 0844 880 4281, email:

Vincent Bissette is Managing Director of Darwin Brand Consultants, a Glasgow-based brand and marketing agency with clients in Glasgow, Edinburgh and Manchester.