Episode 7How to Build Your Brand

Often building a brand is seen as optional. After all your primary focus as a small or medium business is cash-flow and keeping customers happy. In this episode, we explore why it pays to build up a brand and how you can do it.

Case study

Dermalogica, a skin care brand, was launched by Suzette Cassie in the 1990s. Back then the brand was relatively unknown and over the past 20 – 30 years, Suzette has managed to build up a very strong brand in the Australian market.

We have met with her to find out how she did it.

Case Study Key Takeouts

  • When building a brand, the first question you have to answer is what makes your brand unique and different from all the other brands and products out there. This is especially important since there are so many brands with similar claims, similar name products available in similar channels.
  • For Dermalogica that point of difference is that they act like an education company that happens to sell a skincare brand and they made skincare about having the healthiest skin possible and not about beauty. In addition, they also innovate constantly.
  • Secondly, focus a lot on your trade relationships. Build up great relationships with trade partners and educate them so they become your brand ambassadors.
  • Thirdly, get the word out to end consumers through PR and other means. PR will help you become known and will give your brand credibility.
  • Through a combination of these three steps, you have the best chances that consumers and trade will start trying your products and will recommend them thus fostering word-of-mouth which will further build your brand.
  • Don’t forsake word-of-mouth and traditional media over Digital Marketing. A combination of traditional and Digital Marketing is often most effective.

Marketing Panel

Erin Williamson
Senior Brand Marketing Manager

Kevin Butler
General Manager
Zenith Payments

Gabrielle Thompson
Australian World Orchestra

Panel Key Takeouts

How To Build Your Brand?

  • A brand is all about being distinctive & memorable. Make sure to set yourself apart from competitors: Think about one thing that you can do better than the guy next door.
  • In order to differentiate yourself from customers, know your customer and their challenges and how you can help them solve these.
  • Before getting media exposure to build your brand, start internally to make sure your brand promise is spot on and you are consistently delivering on that promise. When that is really solid, media is a great way to spread the word about your message and brand.
  • When choosing how to get the word out about your brand, consider both digital and traditional ways. Think about your target audience’s habits and decide which platform will work best.
  • While having a strong brand can’t necessarily failure-proof your business, it can certainly improve the odds of growth and success.

Can SMEs benefit from using Influencers?

  • Influencer campaigns can be more believable than traditional or other digital marketing campaigns as they bring a sense of realness due to video and product showcases.
  • As a small business you might want to think about raising the profile of your company founder/s in order to have them act as the influencer.
  • As a small business you might want to think about raising the profile of your company founder/s in order to have them act as the influencer.
  • Influencers are a great way to get the word out about your brand and have more people identify with your brand.

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