6 Ways SMEs can use Digital and Traditional Media for Brand Building – Malize
The importance of Small and Medium-sized Enterprises (SMEs) cannot be overemphasized in any part of the world. This is because SMEs contribute significantly to the economic growth and development of any country as well as add to the Gross Domestic Product (GDP) of any nation.
The Enterprise Baseline Survey which was conducted in Nigeria revealed that there are 17 million Small and Medium-sized Enterprises in the country, employing 32.41 million persons and make a contribution of about 46.54 per cent to the nation’s GDP in nominal terms.
Based on the salient role that SMEs play in galvanizing a country’s economy and creating job opportunities for its teeming population, most governments and organizations have made concerted efforts to boost SMEs growth in their countries.
Recently, the European Union (EU) pledged its support to enhance SMEs growth in Nigeria at the just concluded Lagos International Trade Fair held at the Tafawa Balewa Square, TBS, Lagos.
However, stakeholders in the Integrated Marketing Communications Industry (IMC) opined that for SMEs to remain relevant in any country there must be a constant creation of awareness about their various brands; this they regard as brand building.
They made this submission recently at the maiden edition of the Small and Medium-sized Enterprises (SMEs) Conference and Expo tagged: “Unlocking Business Growth through Branding” at the Renaissance Hotel, Lagos.
At the conference, SME owners were advised to leverage on both digital and traditional media in creating awareness about their brands as that was the only way to create top-of-the-mind awareness about their products to the consumers.
Managing Partner Brandzone Consulting LLC, Mrs. Chizor Malize, who spoke on the topic:”Role of Digital and Traditional Media in Building SME Brands” said it was sacrosanct for SMEs to know how to use the various media platforms in building their brands.
Malize emphasized that SMEs could leverage on the various digital platforms at little or no cost, noting that digital platforms offer them the opportunity to continuously advertise their products and create a robust top-of-the-mind awareness amongst their consumers.
She further highlighted six ways SMEs can use digital and traditional media for brand building in a bid to win their consumers’ loyalty over a long period of time.
Create your own recognition
The Brandzone boss said SME owners should create their own individual identities as that would distinguish them from other operators in both the digital and traditional media.
Malize further noted that such identities when put on display would enable such an SME brand to be easily known by its target audience who are out to patronize the brand.
Create your own space
To her, the various media platforms are so congested with a lot of players trying to advertise and woo consumers to buy their products.
Malize pointed out that, most consumers get confused sometimes on the kind of product to purchase.
According to her, SMEs should endeavor to create their own space or lane using both the digital and traditional media because it makes such an SME brand stand out of the crowd.
“Create your own space or lane within the confines of the digital and traditional media. With that, you can easily relate with your target audience who will easily recognize your brand and patronize you. In fact, that makes you unique amongst other SME brands”, Malize said.
Create your own value
While advising SME owners to create and offer reasonable value offerings to their consumers, Malize said value shows the usefulness of an SME brand to its consumers.
According to her, delivering values to the consumers cuts across every sphere including the government.
“Creating value is the key to winning customers in the marketplace. People buy value which is translated in products or services. Rather than thinking of marketing as a function, see it as a strategy of government or companies to ensure that value is created for the customers”, she said.
The brand building expert also noted that when value is created, it creates a scenario where the SME brand begins to enjoy word of mouth testimonies from those using the product, adding that in that way, it creates more room for prospective consumers to patronize the brand.
Tell your own story that will serve your target audience
According to Malize, telling compelling stories is one of the key ways that SME brands could use in winning their consumers.
She said stories add to the humanity of SME brands, stressing that they help consumersthink through and act upon a narrative that is fundamentally rooted in human truths.
“Stories generate empathy. We see ourselves in the tale. Or we see a side of ourselves. Or we see the ‘me’ that we would like to be. Without that narrative, everything is dominated by features, data and discounts”,she added.
The Brandzone boss added that with compelling stories in place, consumers are likely to be emotionally attached to the brand, thus compelling them to develop an unflinching patronage to the brand.
Build loyalty in your customers
Citing the ability for SME brands to adequately use compelling stories to win their consumers, Malize noted that customers’ loyalty is built on a gamut of many factors.
She pointed out that prompt response to customers’ complaints online about a brand would go a long way in showing that the brand is concerned about the well-being of its consumers.
According to her, there are seven germane tips SME brands could use in building loyalty in their consumers.
“Number one is that you should ensure that you keep the quality of your products high and at affordable prices; engage your customers; solicit feedback from consumers; give them a reason to come back; stay relevant; provide Value; and show your appreciation”, Malize said.
Build your brand name
She noted that a brand name is a key factor that should be put in place for SME brands to succeed in business, stressing that without a brand name consumers would not be able to identify the brand let alone purchase it in the market place.
According to her, building a brand name is very important to businesses, especially Small and Medium-sized Enterprises, adding that there was a time when most big brands of today started building their brand names when they were just starting up.
“A brand name is a way of defining your business to yourself, your team, and your consumers. It is simply known as the business “identity” which is associated with the values which it offers to its customers. With a brand name; consumers can easily recognize your brand and that can also boost the sales of your brand in the marketplace”, Malize concluded.
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