Bristol, United Kingdom (PressExposure) March 12, 2009 -- 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.
Thatâs 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.
âSmall firms have to give branding as much thought as big firms, because they are competing against people who use branding effectively,â says Gent. âThe principles of branding are the same whether you are an SME or a large corporation. But getting the right branding neednât have to mean a huge outlay.â
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. âYou used to have vast manuals to show how to use logos and so on but itâs a simpler proposition these days,â explains Gent. âNow with JPEGs and PDFs, itâs easier to get consistency across everything from stationary to signage and vehicle livery.â
Branding is not just the icing on the cake, it needs to communicate the whole proposition. âBranding is about reputation as much as identity,â says Gent. âYou must live up to the promise of your brand and your image has to be backed up by the actuality.â
A good brand should be an asset and something that is hard to copy, advises Gent. âBecause of desktop publishing, a lot of small firms simply choose a typeface and put it in italics,â he says. âBut you donât have to spend a lot to get a tailor-made identity.â
Managing your branding is vital, adds Gent. âYou have to be consistent in all uses of typography. Even simple signs and price labels in a store must have a consistent style,â he says. âAnd you canât 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.â
Further information: Become a Marketing Donut expert by visiting the blog http://marketingdonutblog.co.uk/contributors/ Find out how to join Marketing Donut here http://marketingdonutblog.co.uk/join/ Find more information on David Gent Creative here, http://www.davidgentcreative.com
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