Mission-critical for the powerful SME brand

Apple’s latest iphone update brings ‘Night Shift'. Letting us stay online longer without the trouble to switch off later. As usual with lots of media-attention and surprisingly credible, somehow...

More illuminating and relevant however are the below principles derived from Steve Jobs achievement. All mission-critical for the successful branding of the SME. Best of all - they don't depend on your marketing budget:

“It’s not about money.
It’s about the people you have,
how you’re led, and how much you get it.”
 

Just like with earthlings, character and personality are not depending on size. But are a question of an inner passion that fuels motivation, ambition and individuality. Fascinating stuff not? The below seven nuggets show you how could go about it:
 

KMU Branding - Nugget Nr. 1
Share your inner motivation
A strong raison d'être is crucial for a strong brand. So, the entrepreneur's very own motivation forms company culture, cohesion and becomes the essence of your brand and marketing. To live such passion and to infuse it into one's company is a top-brass job.

Thus, Steve Job's motivation wasn't just about building incredibly great computers. But to actively share his belief that people with a great passion can change the world. And this passion became the DNA or essence what Apple is all about.

KMU Branding - Nugget Nr. 2
Build a more discerning promise
You don't want to position yourself over price or size. That's commonly not too a sustainable approach for an SME. To differentiate yourself in a compelling and relevant way one needs a more distinctive position. The mark-up on your brand requires that discerning claim.

Apple took Job's very own, discerning passion to differentiate itself in it's marketplace. With the inspiring 'think different' advertising campaign, through courageous product innovations und bold product designs, with a passionate customer service and more.

KMU Branding - Nugget Nr. 3
Communicate with emotions
Emotions let you stand out and reinforce our memory. Genuine passion is affecting,  drives identification and progress; in your company and its marketplace. Or would you know many passionate drivers surrounded by frustrated teams? 

Thus, ever since the iconic heroes campaign, Apple puts emotions into the foreground of its brand marketing.
Little surprise, a job with Apply gives any CV instant kudos. 

KMU Branding - Nugget Nr. 4
Internalise your customer
To build a competitive edge with one's products and service, simply knowing your customer won't suffice. For those innovative products and really helpful services we need to start walking in our customers' shoes.

Apple has this amazing ability to improve things for the user. Third-party concepts included. The smart phone was around for a couple of years before Apple come up with its own operating system and market's first touch screen. Digital music too isn't from Apple.

KMU Branding - Nugget Nr. 5
Push the boundaries of your niche
To find your and own your niche is a first step. To become its opinion leader, the preferred brand or outright industry benchmark we need to go beyond copying competitors and monitor trends. But the pursuit of your own passion, focus on a big, hairy audacious goal, the internalised customer and your distinctive promise will let you stretch the envelope. Also,  it will ignite your crew and attract new talent. 

Apple too ventured into unchartered territories and successfully expanded its own niche with smartphones and digital music into a mainstream market. And built a position of strength in the war for talent.

KMU Branding - Nugget Nr. 6
Consistency to the point of boredom
To get your key messages noticed in today's oversaturated, cross-channel media consumption consistency and persistence is mission-critical. To build brand recognition of and decent level of trust in your brand.

Thus, apple has built a consistent and coherent brand experience over the years now. With its emotional brand marketing, an integrated design philosophy spanning products, packaging and retail alike, with its simple yet efficient i-naming typology, with a customer-engaging retail experience on- and offline to name just a few.

KMU Branding - Nugget Nr. 7
Trust through proximity
The SME has an unique competitive edge over larger competitors. Their customer proximity, their awareness for changing needs and their ability to swiftly innovate. To build stronger client relationships and increased trust for its brand.

Apple has a tradition of using its personal relationship with customers and stakeholders alike to rise market expectations which they mostly meet. Thus pursuing a culture if not cult of trust for products and brand.

Job's legacy can't be reduced to a couple of principles. Nevertheless, above tried and tested nuggets are mission-critical for successful branding work.

And perfect for the innovative SME, who unlike larger competitors can do without those brand-diluting stakeholder processes that often only but undermine a brand edge.


Fancy more nuggets? Click here for our mission critical approach for great branding. 
Want to discuss a brand challenge? Contact us here.
Anytime, with or without ‚Night Shift'.