Branding: What’s An SME To Do?

I’ve written a lot about branding small to medium size enterprises over the last several years. I’m sure that many of my readers here at Small Business Branding and my branding blog (Brand Corral) wrestle daily with what to do to strengthen their brands. Most SME’s have very little resources to spend on brand issues. Unlike large firms who have the funds to hire teams of consultants to walk them through sophisticated strategies, SME’s are essentially a do-it-yourself demographic.

I scratch out my living by selling a few hours consultation to small businesses to get them moving in the right direction with a unique positioning strategy. Many take it from there and take a leadership role in their marketplace, while others require a more thorough solution from me. Regardless, one of the hurdles that befuddles SME’s everywhere is their own attitude. Many are often, intimidated by the large competitor with the deep pockets. They bow to that position and proclaim all the reasons why they can’t compete, forgetting that while some of their concerns are valid, they are without a doubt still in business. They are too close to their forests to see the trees that love them and due to the flatness of their business, can and should adopt a positioning strategy that would make that fat-cat competitor cringe. A great idea doesn’t take big bucks to launch – it takes the guts and determination of the SME entrepreneur to take the leadership role.

SME’s have to their advantage the internet. It is and always has been the great leveling field. We all know business people who only have a brochure site in their brand arsenal. They are completely ignoring ALL the other tools that they could embrace to promote and build their brands VERY effectively. What is incredible, is the barrier to implementation here is not money, but effort and ROI expectations. I’m told many times, “That’s great Ed, but it sounds like a lot of work?” or “How’s that going to get me business right now?” Even as recent as a few weeks ago, a client informed me that they finally came to the realization that they have to take blogging seriously. I asked if they considered all the wasted time since I recommended that they do it about a year and half ago. I must admit, that comment was a bit of venting, because I constantly hear why SME’s can’t do something, while visionaries from the skew proclaim why nothing will stop them from reaching their goals.

When I write online, profess from the stage of a speaking gig or share a drink face to face, I am passionate about getting small businesses on track with their brands. I refuse any excuses why they insist on following. If they don’t believe they are the leader then why should their customers? It doesn’t cost any time or money to take the proper attitude and grab their success.

When it’s slow, work on your brand. When you’re busy, work on your brand. When your resting, work on your brand. Define yourself – lead.

The alternative is the competition will define you – gladly.