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Branding deserves a better name

3 August 2011 Jim Harrison,

Our  Founder and CEO, Richard Sunderland has written an article for newbusiness.co.uk which looks at why branding is as important for small and small and medium-sized businesses as it is for major international corporations.

The article looks at the schizophrenic nature of branding; for some it is about what you say you stand for and for others it is about what you do to prove it. Richard talks about our rebrand of eCourier and the fact that branding is about ideas, and in particular the art of owning an idea in a consumer’s mind so that they associate your business with that thought. He argues that branding is about more than just a logo and that if you can express your business’ proposition succinctly and in a way that quickly captures the imagination of your audience you will have a competitive advantage.

The article was published on the newbusiness.co.uk website

New Business provides independent advice and guidance to directors and owners of small and medium-sized businesses (SMEs) in the UK through their website, a quarterly magazine and a free weekly e-newsletter. It provides advice to SME companies at every stage of their development, from starting up right through to flotation. The website attracts more than one million hits per month and the publication has a circulation of 55,000.

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