• Current students
      • Student centre
        Enrol on a course/exam
        My enrolments
        Exam results
        Mock exams
      • Course information
        Students FAQs
        Student induction
        Course enrolment information
        F2f student events
        Key dates
        Book distribution
        Timetables
        FAE elective information
        CPA Ireland student
      • Exams
        CAP1 exam
        CAP2 exam
        FAE exam
        Access support/reasonable accommodation
        E-Assessment information
        Exam and appeals regulations/exam rules
        Timetables for exams & interim assessments
        Sample papers
        Practice papers
        Extenuating circumstances
        PEC/FAEC reports
        Information and appeals scheme
        Certified statements of results
        JIEB: NI Insolvency Qualification
      • CA Diary resources
        Mentors: Getting started on the CA Diary
        CA Diary for Flexible Route FAQs
      • Admission to membership
        Joining as a reciprocal member
        Admission to Membership Ceremonies
        Admissions FAQs
      • Support & services
        Recruitment to and transferring of training contracts
        CASSI
        Student supports and wellbeing
        Audit qualification
        Diversity and Inclusion Committee
    • Students

      View all the services available for students of the Institute

      Read More
  • Becoming a student
      • About Chartered Accountancy
        The Chartered difference
        Student benefits
        Study in Northern Ireland
        Events
        Hear from past students
        Become a Chartered Accountant podcast series
      • Entry routes
        College
        Working
        Accounting Technicians
        School leavers
        Member of another body
        CPA student
        International student
        Flexible Route
        Training Contract
      • Course description
        CAP1
        CAP2
        FAE
        Our education offering
      • Apply
        How to apply
        Exemptions guide
        Fees & payment options
        External students
      • Training vacancies
        Training vacancies search
        Training firms list
        Large training firms
        Milkround
        Recruitment to and transferring of training contract
      • Support & services
        Becoming a student FAQs
        School Bootcamp
        Register for a school visit
        Third Level Hub
        Who to contact for employers
    • Becoming a
      student

      Study with us

      Read More
  • Members
      • Members Hub
        My account
        Member subscriptions
        Newly admitted members
        Annual returns
        Application forms
        CPD/events
        Member services A-Z
        District societies
        Professional Standards
        ACA Professionals
        Careers development
        Recruitment service
        Diversity and Inclusion Committee
      • Members in practice
        Going into practice
        Managing your practice FAQs
        Practice compliance FAQs
        Toolkits and resources
        Audit FAQs
        Practice Consulting services
        Practice News/Practice Matters
        Practice Link
      • In business
        Networking and special interest groups
        Articles
      • Overseas members
        Home
        Key supports
        Tax for returning Irish members
        Networks and people
      • Public sector
        Public sector presentations
      • Member benefits
        Member benefits
      • Support & services
        Letters of good standing form
        Member FAQs
        AML confidential disclosure form
        Institute Technical content
        TaxSource Total
        The Educational Requirements for the Audit Qualification
        Pocket diaries
        Thrive Hub
    • Members

      View member services

      Read More
  • Employers
      • Training organisations
        Authorise to train
        Training in business
        Manage my students
        Incentive Scheme
        Recruitment to and transferring of training contracts
        Securing and retaining the best talent
        Tips on writing a job specification
      • Training
        In-house training
        Training tickets
      • Recruitment services
        Hire a qualified Chartered Accountant
        Hire a trainee student
      • Non executive directors recruitment service
      • Support & services
        Hire members: log a job vacancy
        Firm/employers FAQs
        Training ticket FAQs
        Authorisations
        Hire a room
        Who to contact for employers
    • Employers

      Services to support your business

      Read More
☰
  • Find a firm
  • Jobs
  • Login
☰
  • Home
  • Knowledge centre
  • Professional development
  • About us
  • Shop
  • News
Search
View Cart 0 Item

Thought Leadership

☰
  • Home
  • Resources
  • Articles & insights
  • Events
  • Home/
  • Thought Leadership/
  • Resources/
  • Guides & reports/
  • Branding Guide for SMEs
☰
  • Resources
  • Position papers
    • The Next Financial Year: Reducing Red Tape
    • The Next Financial Year: Supporting SMEs
    • The Next Financial Year: Climate Goals
    • The Next Financial Year: Building Capacity
    • The Next Financial Year 2022
    • The Next Financial Year 2021
    • The Next Financial Year 2020
    • Irish Public Sector Accounting Reforms
  • Guides & reports
  • Podcasts & videos
    • Podcasts
      • Transcripts
    • Videos
  • Bookshop
  • Authors and lecturers

Branding for SMEs: a Guide

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. 

Website image

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.

Download the Branding for SMEs Guide

About 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.

Useful resources

Recruiting Talented People by Dr Mary E. Collins

Hiring the right people is the lifeblood of most organisations. Getting it wrong can be costly and detrimental to morale. The ‘war for talent’ is fierce, particularly within the professional sector, and growing businesses and organisations need a clear strategy to recruit and retain the brightest and the best.

Traditional recruitment practices have changed with rapid advancements in technology and social media. The powerful generations now entering the workplace demand a new approach to attract, engage and retain them for longer.

Written by an experienced expert in talent acquisition and organisation development, this innovative book is informed by interviews with thought leaders in the recruitment field and takes a structured approach to sourcing, hiring and inducting talented people. Its accessible style allows the reader to ‘dip in’ and select relevant advice depending on where they are in the hiring cycle.

3D book cover of Recruiting Talented People by Dr Mary Collins
buy from our shop

Digital Marketing by Rachel Killeen

Customers are online and they use social media, so businesses have to be there also, at every touchpoint along the customer journey. Customers actively use digital channels to investigate, locate, share, purchase and engage with brands online. In contrast to traditional media, it is easy to track and measure ROI for online spend, and digital marketing budgets have grown rapidly at the expense of traditional media. However, the pace of this change has left a big knowledge gap for many business people and this book aims to address and fill this gap, to help you market online with confidence, using the various digital media and channels to create competitive advantage.

A practical guide to digital marketing for SME owners, managers and professionals, this book helps you understand and prioritise key digital media and allocate scarce resources to maximise online return on investment.

3D book cover of Digital Marketing by Rachel Killeen. Light blue cover with white text.
buy from our shop

The latest news to your inbox

Please enter a valid email address You have entered an invalid email address.

Useful links

  • Current students
  • Becoming a student
  • Knowledge centre
  • Shop
  • District societies

Get in touch

Dublin HQ

Chartered Accountants
House, 47-49 Pearse St,
Dublin 2, D02 YN40, Ireland

TEL: +353 1 637 7200
Belfast HQ

The Linenhall
32-38 Linenhall Street, Belfast,
Antrim, BT2 8BG, United Kingdom

TEL: +44 28 9043 5840

Connect with us

Something wrong?

Is the website not looking right/working right for you?
Browser support
CAW Footer Logo-min
GAA Footer Logo-min
CCAB-I Footer Logo-min
ABN_Logo-min

© Copyright Chartered Accountants Ireland 2020. All Rights Reserved.

☰
  • Terms & conditions
  • Privacy statement
  • Event privacy notice
  • Sitemap
LOADING...

Please wait while the page loads.