Creating a meaningful and sustainable brand experience matters to every organization whether it is big or small. But SMEs find it tough to create superior brand awareness and value in today’s cluttered, saturated, and price-driven marketplace.
The best branding approach for SMEs would be to move away from ‘Unique Selling Propositions’ (USPs) to ‘Unique Buying Tribes’ (UBTs). At Aspire Systems, we have successfully formed a unique tribe called ‘Producteers’ - they are not just software developer but specialist product engineers. It has worked remarkably well for us. There are talents from biggies and giants of software industry joining us now.
SMEs should shatter the myth that brand-building is a complex exercise that involves lots of funds. Brands may start out small, but their power and reach is only limited by our goals and creativity. At Aspire Systems, we have rigorously used one brand building tool with consistent results – and that is to be a ‘contrarian’.
~ Satish Chathanath
Call : 9884011654
Mail : csadhy@yahoo.co.in
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