Episode 23, Season 4 – The Hard Truth About Why MSMEs Struggle with Branding

[00:00:01] Welcome back to the MSME Growth Hub Podcast. I am your host, Abanibhusan Bera, an MSME Growth Strategist and Self-Excellence Coach. We are talking today about a hard truth that many MSME entrepreneurs don't want to hear, and that is why your brand isn't standing out.

[00:00:22] Most MSME owners know that branding is important, but many struggle to build a brand that customers recognize, trust, and remember. If you have ever wondered, why don't customers see my brand as different from competitors? Why isn't my brand attracting loyal customers? Why do people forget my business after one interaction?

[00:00:49] Then this episode is for you. Today, we will break down the real reasons MSMEs struggle with branding, the biggest mistakes entrepreneurs make, and how to fix them to create a powerful, memorable brand. Let's dive in. Why branding is more than just logo and colors?

[00:01:16] Most MSMEs think branding is just about having a nice-looking logo, picking a trendy color scheme, posting on social media occasionally. But branding is much deeper than that. It's about how your business makes customers feel, your reputation in the market, the unique value you bring that no one else does.

[00:01:43] The key takeaway here is, branding isn't just about visuals, it's about creating an identity that connects with customers emotionally and strategically. Now, today, I will be delving upon five hard truths about why MSMEs struggle with branding. Hard truth number one, Your brand lacks a clear identity.

[00:02:13] The mistake, what MSMEs do? Many MSMEs can't answer the simple question, what does your brand stand for? A brand without a clear identity confuses customers. If you don't define who you are, what you do, and why you do it, how can your customers connect with you? Now, how to fix this? Clearly define your brand mission, vision, values,

[00:02:43] and personality. Identify three core objectives that describe your brand. Maybe it is trustworthy, innovative, affordable, and third is, create a one-sentence brand statement that summarizes your business. Here is an example I can think for. A Local eco-friendly packaging MSME

[00:03:11] can think of rebranding itself from just another supplier to India's most sustainable packaging partner. This clear identity will help them attract businesses that align with eco-conscious values. The takeaway for Truth No. 1 is, if you don't define your brand, customers won't either. Hard Truth No. 2 Your brand is forgettable.

[00:03:41] What's the mistake many MSMEs do? Many MSMEs don't create a memorable brand experience. They just blend in with the competition. If your brand looks, sounds, and feels like every other business in your industry, why should customers remember you? Now, here are the fix. First, have a unique brand voice. Are you formal? Friendly? Bold? Or humorous? Second,

[00:04:10] use storytelling to create an emotional connection with customers. And third, ensure consistency in logos, colors, fonts, and messaging. Here is a useful example I can think for. A B2B industrial automation MSME can decide to shift from technical, jargon-filled content to customer success stories, showing how their solutions made clients work easier. This will make their brand more relatable and memorable.

[00:04:39] So, the takeaway here is people remember stories and emotions, not just logos and taglines. Hard truth number three. You are not showing off where your customers are. Now, what's the mistake? Many MSMEs waste time positioning on social media channels their customers don't use. Branding isn't just about having a website or a social media page. It's about being visible where your customers are looking.

[00:05:09] Now, the fix is, Identify which platforms your target customers use most. Is it LinkedIn for B2B? Or Instagram for B2C? Or WhatsApp for local businesses? Second, optimize your Google My Business listing to appear in local searches. And third is, Add an industry event show winners and trade shows to boost credibility. Here is a useful example. Think of a B2B software machine spending lots of time on Instagram,

[00:05:39] which is not the place their customers are. So, they can stop wasting time on Instagram and must focus on LinkedIn where their ideal customers were. Within six months, their inbound leads can be tripled without any shade of doubt. The takeaway here for truth number three is, Go where your customers are, not where you think you should be. Hard truth number four,

[00:06:08] Your messaging is inconsistent. Now, What's the mistake? If your messaging changes too often, customers get confused. One day you are talking about low prices, the next day you are emphasizing premium quality. This inconsistency makes it hard for customers to trust your brand. Now, how to fix this? First, have a consistent tagline, tone, and messaging strategy. Second,

[00:06:38] make sure your website, social media, and offline presence align. And third is, reinforce your brand promise in every customer interactions. Let me give a use case as example. Say, a reseller of foreign industrial equipment originally marketed as the most affordable option, but later tried to position themselves as premium quality providers. This will confuse customers for sure.

[00:07:06] After clarifying their value proposition, they can see better client engagement. So, the takeaway here is, a confused customer won't buy. Stay consistent with your messaging. And finally, hard truth number five, you are not leveraging customer trust. What's the mistake you do? Many MSMs don't use social proof to build trust. No testicles, no case studies, no customer success stories.

[00:07:36] Customers trust other people's success. very anxious mode than your marketing claims. If you are not showcasing real customer success stories, you are missing out on major branding opportunities. Now, here are the fix. First, collect video testimonials, reviews, and case studies. Second, share customer success stories on your website, social media, and sales materials. And third, highlight partnerships or certifications that add credibility.

[00:08:04] Here is a use case example I can think for. If you are a local distribution MSME, you can surely add customer testimonials to your website, and can share client success stories on LinkedIn. Within three months, your inquiries can be increased as high as 40% because new customers will see proof of value. So, the takeaway here is, trust is built through customer voices,

[00:08:33] not just marketing claims. So, branding is about clarity, consistency, and credibility. The three C's. Here is why many MSMEs struggle. First, lack of a clear brand identity. Second, forgettable or generic brand experience. Third, not showing up where customers are looking. Fourth, inconsistent messaging and confusing buyers. And finally,

[00:09:01] not leveraging customer trust through testimonials and social flow. So, here is your next step. Want to fix your branding mistakes and build a standout MSME brand? Join my AI-powered MSME Growth Hub community today for just 999 rupees. Get lifetime access to Three Secrets of MSME Business Growth Course, Free 1-on-1 Growth Consultation with me,

[00:09:31] Learning on the Go with iOS and Android Apps, Weekly Live Q&A Sessions with me for life. Visit website MSMEGrowthHub.com to enroll today and start building your powerful brand.