Home / Knowledge / News / Textiles / Branding is important for apparel SMEs: UK expert
Branding is important for apparel SMEs: UK expert
23
May '12
Mr. Paul Hitchens
Mr. Paul Hitchens
Small and medium enterprises (SMEs), including those in the apparel sector, need to take branding seriously to sustain their businesses in a competitive market, according to an expert.

In the absence of any knowledge about the company, people tend to judge a firm solely on appearance, says Paul Hitchens, author of “Create the Perfect Brand”.

Speaking to fibre2fashion, Mr. Hitchens, who is also the founder of verve.co.uk, said, “If a potential audience knows nothing about a company then appearances will be all they have to judge the organization by.”

It is important for every business to take its brand seriously or they may repel or fail to attract potential new customers. “As the old saying goes, 'you don't get a second chance to make a first impression'. A poorly branded company will not get the opportunity to prove how good its products and services are, if its presentation and attitude put off potential customers at first sight,” says Mr. Hitchens.

In terms of branding, large and small companies differ in terms of touchpoints. A touchpoint is any interaction or engagement between the brand and its audience. At each touchpoint, the brand is put to the test and judged against its promise.

“It is easier to manage the brand of a smaller company as there are less touchpoints. The challenge for a growing organization is to manage the brand carefully so that all staff and suppliers understand their role in fulfilling the brand's promise. Poor customer service can fatally wound the bond between customer and brand,” according to Mr. Hitchens.

His advice for apparel SMEs interested in building their brand: “Think and behave differently and offer relevance to your customers. Investing in your brand is investing in your people.”

Elaborating on the importance of branding, he says, “A brand strategy adds vitality and drive to a business. The brand is a company's raison d'être.”

“Social media tools such as blogs, twitter, facebook, YouTube, etc. are all powerful tools for engagement, but a company should never lose sight of the brands vision and values. It is important to have a defined brand strategy for social media. But, make sure that what you are doing adds something of value to the brand and is relevant to your audience,” he advises apparel SMEs.

Fibre2fashion News Desk - India


Must ReadView All

Courtesy: Bangladesh Bank

Apparel/Garments | On 22nd May 2018

Bangladesh Bank enhances EDF loan limit to $25 million

Bangladesh Bank has enhanced the loan limit under Export Development...

Sri Lanka's textile imports up 32.5% in February 2018

Textiles | On 22nd May 2018

Sri Lanka's textile imports up 32.5% in February 2018

In what might be an indication of higher exports in the coming...

Provide power at Rs 8/kWh to textile units: APTMA

Textiles | On 22nd May 2018

Provide power at Rs 8/kWh to textile units: APTMA

All Pakistan Textile Mills Association (APTMA) has asked the...

Interviews View All

Shawn Honeycutt
Bolger & O'Hearn

‘The Indian market is interesting and rather persistent in seeking new...

Top executives
Textile industry, India

The event should be organised every year

Ajay Ghariwala
Luthra Group

We are ready to adopt or follow every opportunity

Tejas N Patel, Navin D Patel

Founded in 1999 by Navin Patel in the name of Tejas Fabrics with 100...

Kamal Kulshreshth

Colorjet is among the fastest-growing wide format digital inkjet print...

Nitesh Mittal

Kusumgar Corporates is a leading manufacturer of technical textiles and...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Vaanee Bhatia
Gritstones Clothing

<div>Delhi-based Gritstones Clothing offers quality and exemplary style...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


May 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search