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BRANDING: Branding for SMEs

How to make your SME successful through strong branding

What makes a company different from any other? Its product? Its service? Its monopoly? Whatever it is, it's probably the reason why your customers come to you rather than going elsewhere. Yet such distinctions are seldom static. Your rivals will see that what you do sells and will try to encroach on your speciality. Points of difference become competitive. To retain its uniqueness, an SME needs constantly to reassess what its customers want and re-evaluate what it can offer to meet those requirements.