11th June 2014

The power of branding for small businesses

Small businesses often feel that branding doesn’t apply to them. Either they don’t feel they can afford it or, perversely, that they don’t deserve to have a powerful brand because they are not large enough.

Many SMEs often get by with a logo that their son/daughter/friend put together in PowerPoint, a basic but underwhelming website that cost as little as they could get away with and some words that the founder sweated over the night before the website was due to launch. Sound familiar?

Small doesn’t mean inferior. It can mean elite, focused, smart and agile. It can also mean very strategic and incredibly profitable. For freelancers, independent consultants, start-ups and SMEs that think this way, their brand is likely to play a major part in their success, helping them to punch way above their weight.

There are often huge advantages of working with a small company, not least the focus of the senior people, quality of the product or service and the belief and passion of the team. These are exactly the things that the brand can help to communicate.

A clear, consistent and compelling brand will help small businesses to:

– stand out in a crowded marketplace
– establish a unique focus for their product/service
– create real engagement with customers, partners and employees
– establish a quality standard across everything they do
– reduce the reliance upon the founder/senior people to generate new business
– justify a premium price positioning

Ultimately, brands help you to sell more product/service, to more people, more often, hopefully at a higher margin. These are exactly the priorities for small businesses.

If you’ve ever wondered how some of the big brands we admire today got started (Apple, Dyson, Virgin, Nike etc.), just think back to their early days and decide if they thought brand was important when they too were minnows.

So if you are serious about setting up and growing a small business, then get serious about brand because it is a big driver of long-term growth and success.


RBL works with many start-ups and small businesses to help them create brands that will support their ambitious plans for growth. Talk to us about how we can help you in the early days to get started and then work with you to build the brand. We have ways to keep our fees realistic and are sometimes willing to explore shared risk/reward arrangements.

Call Ali on 01926 678 368 to discuss how we might be able to help you.


Brand Strategy

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Rebecca Battman

Managing Director

Rebecca is the Managing Director of rbl. An experienced brand and marketing professional, Rebecca has spent her 25-year career helping businesses to build, design and manage their brands.

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