Episode 27, Season 4 – The Secrets Behind Building a Brand That Stands the Test of Time

[00:00:00] Welcome back to the MSME Growth Hub Podcast. I am your host Abanibhusan Bera, an AI-driven MSME Growth Strategist and Sales Coach. Today we are diving deep into the secrets of building a brand that stands the test of time.

[00:00:18] Branding is often misunderstood. Many MSM's think it's about logos, colors and catchy slogans, but real branding is about building an identity that customers trust, remember and stay loyal to, even though changing markets and trends.

[00:00:39] Have you seen businesses rise quickly and disappear just as fast? Are you struggling to make your brand recognizable and unforgettable? Do you want your business to grow beyond short-term profits and become a long-term industry leader?

[00:00:58] If your answer is yes, this episode is for you. Today, I will reveal the proven secrets that successful brands use to stay relevant, trusted and profitable, no matter how industries evolve. So, let's get started. Now, the question is, why most MSME brands fail to last long?

[00:01:28] Many MSME brands struggle to sustain themselves because they first, focus only on immediate sales, not long-term positioning. Second, change branding frequently, leading to customer confusion. Third, ignore storytelling and emotional connection with customers. Fourth, fail to innovate and adapt to changing customer needs.

[00:01:57] So, the key takeaway here is a brand that lasts is built on strategy, consistency and emotional connection, not just marketing gimmicks. Third, fail to innovate and adapt to marketing. Now, I will be revealing the six secrets to building a brand that lasts for generations. Secret number one. Build a brand story, not just a business.

[00:02:27] Now, the mistake what is made is many MSMEs focus only on selling products or services but don't create a compelling story around their brand. Now, here is the fix. Craft a unique brand story that explains why your business exists, what problems you solve, how your brand makes an impact.

[00:02:55] Share this story on your website, marketing materials and customer interactions. Let me give a use case as example. Think that you are a heritage textile MSME in India. You can leverage your 50-year family business history to attract premium customers who valued authenticity.

[00:03:19] So, the takeaway for secret number one is people connect with stories, not just products. Tell your story effectively. Secrets number two. Consistency is the foundation of brand trust. Now, what's the mistake? Constantly changing logos, messaging and brand personality makes it hard for customers to recognize and trust you.

[00:03:48] Now, what are the fix? First, define your brand personality whether it is formal, friendly, authoritative or anything else and keep it consistent. Second, use the same color schemes, fonts and design elements across all platforms. Maintain a clear, consistent brand voice across social media, website and offline marketing.

[00:04:15] Here is a use case as an example. If you are a B2B industrial supplier. If you align your branding, messaging and digital presence consistently, you can surely expect a 20% increase in inbound leads. So, the takeaway for secret number two is consistency builds familiarity and familiarity builds trust.

[00:04:45] Secret number three. Position yourself as an authority in your industry. Now, what's the mistake? Many MSMs don't work on building credibility and industry recognition. They just focus on selling. Now, here are the fix. First, share insights, tips and expertise in your industry through blogs, videos and podcasts.

[00:05:12] Get featured in industry events, trade shows and media platforms. Build partnerships and collaborations with other trusted brands. Here is an example as an use case. Imagine that you are a manufacturing MSME. You can think of starting to publish expert content on LinkedIn and become a recognized industry thought leader.

[00:05:40] This will lead to increased in B2B inquiries. So, the takeaway here is be known for your expertise, not just your products. Secret number four. Customer experience is equal to brand strength. Now, what's the mistake made here?

[00:06:03] Many MSMists focus on marketing but neglect customer experience, leading to poor retention and negative word of mouth. Now, here are the fix. First, provide exceptional customer service that makes people want to return. Second, train employees to represent your brand values in every customer interactions. And third, use loyalty programs and rewards to keep customers engaged.

[00:06:31] This could be a use case as an example. In case, you are a distribution MSME, you can invest in personalized customer support and you can see a 35% increase. Yes, up to 35% increase in repeat orders just by making customers feel valued.

[00:06:53] So, the takeaway for secret number four is a brand that prioritizes customers becomes a brand customers love. Secret number five. Adapt without losing core identity. Now, what's the mistake here people make? Some MSMists stick to outdated branding and refuse to evolve while others rebrand too often and confuse customers.

[00:07:22] Now, here are the fix. Keep your core values and brand promise consistent even as your branding evolves. Next, add up to new technologies, marketing trends and customer expectations. And then, stay customer centric, listen to feedback and improve accordingly. Here is a use case I can think of as example.

[00:07:49] Considering that you are a legacy MSME in the packaging industry, your strategy can be to modernize your branding while keeping your core messaging intact. This will lead to higher engagement from younger customers. So, the takeaway for secret number five is evolve strategically while keeping your brand's core essence intact.

[00:08:19] Secret number six. Invest in brand loyalty for long-term success. Now, the mistake here is many MSMEs focus only on acquiring new customers instead of nurturing existing ones. Here are the fix. First, build brand loyalty programs that encourage repeat business. Second, stay connected with past customers through email, social media and personalized offers.

[00:08:46] Turn customers into brand ambassadors by delivering exceptional experiences. This is a use case as an example. A B2B automation MSME can see a 40% increase in repeat business if they offer exclusive deals and early access to new products for loyal customers.

[00:09:15] So, the takeaway for secret number six is customer retention is more profitable than constant customer acquisition. Now, the time for key takeaways and final thoughts. Building a brand that lasts isn't about quick wins. It's about strategy, consistency and relationships. Here's what to remember. First, craft a strong brand story that connects with customers emotionally.

[00:09:42] Second, maintain brand consistency across all platforms and communication. Third, position yourself as an industry expert, not just a seller. Fourth, prioritize customer experiences. Great service strengthens brand trust. Fifth, add up to market changes without losing your core brand identity. And finally, sixth is focus on long-term customer relationships, not just one-time sales. So, here's your next step.

[00:10:11] Want to build a brand that lasts for years? Join my AI-powered MSME Growth Hub community today for just 999 rupees. Get lifetime access to 3 secrets of MSME Business Growth course, free one-on-one growth consultation, learning on the go with iOS and Android apps, weekly live Q&A sessions with me for life.

[00:10:36] Visit website mhmegrowthub.com to enroll today and start strengthening your brand identity. Be this in the next step. So, here's our main set of materials and hopefully find your profile. How can i create it? We've been looking at the gallery by declaring the right amount of money that we've been able to receive our website.