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Big Up Your SME Brand in UAE on Very Little
How to make your brand huge - on a tiny budget.
SME business segment and entrepreneurs in the UAE play a critical role in the government’s vision to diversify and grow the economy; it takes little outlay to make a small business big.
Exposure across all internet pathways means marketing success - but no amount of hits, posts, blogs, bings, or tweets will count for a bean unless you stay on brand. Don't worry if you thought branding was something they do to cattle, the rise of SMEs and home grown e-marketing means the internet is full of information and help, and charities, colleges and financial institutions all over the world are hosting SMEs academies such as NBAD, the Middle East's safest bank.
A strong brand is like a memorable guest at a party, they might not have been the loudest but they were a bit different, maybe they were from out of town, had a different dress style, were very funny, or, in a room full of bling, were down to earth. Either way, they are the one you'll remember. Looking at famous brands in the UK, some stay in the mind 2 or 3 decades later. Selling the American Dream, Coca Cola had a budget bordering on obese, but a small-time orange fizzy drink stood up to it. With a delightful (and strongly branded) campaign, the population of the UK was well and truly 'Tangoed'.
Imagine you are the interior design company, "Superior Interiors" and your USP (unique selling point) is that you are pragmatic. Thanks to your experience, trade know-how, top suppliers and artisans, your projects always come in on time and within budget - no matter how challenging the space or lavish the client's imagination. Your e- material features tips and tricks of the trade, step-by-step coverage of the work from start to finish and detailed shots of tools, colour charts and spirit levels as well as the artfully draped finished product. Even on Facebook and Twitter you get excited about new equipment and rag rolling methods.
Being active on social media sites is crucial. It increases brand awareness, boosts rankings and puts you and "Superior Interiors" in vogue. You don't have to be super literate or even imaginative to do this either, just diligent. Dress it up or down, the important thing is to stay on brand.
A blog is all-important and for "Superior Interiors" the team itself as part of the process of problem solving could use it. They could flesh out the nuts and bolts of each project within the blog itself, along with solutions that a reader could use at home. Once the project and its challenges are in print, one can often see a way forward and it would mean, importantly, that the blog stays fresh and active. Painting this sort of picture of your business - and giving away trade secrets - can give you a huge and ever expanding following - and whilst not getting clients directly (readers may be on the other side of the world) - a busy blog can take your website up the Google podium to the number 1 spot - through the (tastefully decorated) glass ceiling and beyond.
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