A strong brand is good for business. It gives it an advantage over its competitors by distinguishing it from them in a way that matters to customers and influences their choices, making the difference between commercial success and failure in a competitive market. Despite its importance, however, this simple tool, available to every business, is often misunderstood, underestimated, and underused, particularly by smaller businesses.
In this guide on branding for SMEs, Gerard Tannam encapsulates and offers his wealth of experience as a leading brand development consultant. He distils a uniquely clear and useful definition of ‘brand’ as a tool that influences choice by reflecting the relationship between buyers and sellers and the value they exchange. A business uses brand to help it become the natural choice of its customers; its customers use brand to help them make the right choice of product or service. On this basis, Gerard provides a comprehensive set of concepts, terms and tools and techniques with which businesses can build their own brand infrastructure.
Accessible, rooted in the experience of advising SMEs, and easy to apply, each section of the guide features an illustrative fictional scenario, real-world examples from the author’s brand work with clients, checklists and other tools with the which reader can apply Gerard’s approach.
Downloading this guide
Having placed your order, to download this
guide log in to the website and navigate to My Account and open
My courses & downloads. The file will be available to
download for up to 90 days from the date of purchase.
The author
Gerard Tannam is founder and CEO at Islandbridge Brand Development, where he works with SME clients across a wide range of sectors to position them for growth in national and international markets. In understanding the brand relationships between business and customers, Gerard and his colleagues at Islandbridge have successfully devised and implemented brand development programmes for market-leading clients such as: Topaz Energy, Maldron Hotels, Clongriffin Town (for Gannon Homes), Lisney, SAP Landscapes, the Louis Fitzgerald Hospitality Group, Which Mortgage, Funderland, Savvi (formerly ESB) Credit Union, and Acquired Brain Injury Ireland. Gerard is a regular contributor to discussions on branding both in Ireland and overseas. He was George Hook’s Kickstart Your Business expert on Newstalk from 2010 to 2017.
LOADING...