So says Karen Ehlers, director and Business Developer at Sugars Creative , a young design agency based in the Northern suburbs of Cape Town.

Ehlers continues: “Branding is as important for small companies as it is for large corporates. I agree with Goodson that brands convey a uniform quality, credibility and experience, and therefore are extremely valuable.” Her business partner and design honcho at the agency, Sarita Kruger, adds: “Many moons ago, a brand was a stamp used by farmers to identify their cattle. Nowadays, it means everything that contributes to a company, service or product’s collective personality, the things that differentiate you from your competitors.”

According to Sugars Creative, each company has its own culture, way of doing business, training staff and set of company values. Continues Ehlers: “We do business with companies and buy into a lot more than just a brand – we buy into the promise of that brand. A brand is something that triggers associations in our minds. It’s about an identity and what sets one company apart from another. It tells us what we can expect from that company and the perceptions we have of the company. It’s what creates customer loyalty.”

With regards to their modus operandi when creating a brand identity for a client, they first connect and consult with the client.

Says Ehlers: “Branding is a way of defining your business to yourself, your team and your external target markets. We get to know the business, its directors, staff and external audiences. We then start with the creative process which includes a brainstorming session to get a clear vision of what the client wants and what we think the client needs. We establish what it is the company does – what problem it solves – and how to best communicate it to their audience. What sets apart small businesses are factors such as quality, excellent service, expertise, craftsmanship, etc.”

“As a small company, you need your brand to stand out when competing with others. When clients connect on an emotional level with your brand – when they share the same values and beliefs – it leads to loyalty, word-of-mouth, better brand differentiation and ultimately higher sales,” she adds.

Kruger comments that the creative presentation will include a few options or directions with rationale. “We then present it to get some feedback. Our approach is a bit more holistic in the way we want to include the client and staff to make them part of the process. We realise this process gets staff buy-in to the idea. They then feel part of a great company and it gives them pride and joy to be part of the team.”

Client involvement is paramount. Kruger explains: “Sometimes clients have a very clear vision of what they want, as well as experience in and understanding of the importance of a brand identity. It makes our job a lot easier. When the client has no idea of branding and the value of it, it becomes a lot more challenging and a longer process.”

Ehlers continues: “Smaller companies usually start with a clean slate and can utilise the best available tools brought about by die digital age. They can start with a comprehensive and complete brand identity that gives them the leg up on their competitors. It’s easier to start from scratch when it comes to branding than to try and change something you inherited, trying to bend and shape it to the changing market. My advice to SMME’s will always be to partner with an ad agency that understands their industry, to build a long lasting relationship with them and value their input as this is what they eat, sleep and live for each day.”

Kruger concludes that your brand identity can make or break your business. “It has to be unforgettable. When you have a strong brand ID and messaging, it becomes easier to reinforce that message. You can become the next Coco-Cola in your industry if you go about it the right way.”

For more information on Sugars Creative, visit www.sugarskreatief.co.za.