It pays for enterprise to highlight differences: Consultant

 

The increased advertising and promotional activities among small- and medium-sized enterprises (SMEs) and start-ups augur well for the branding and advertising industry in the country.

However, there is concern that the trend may be too uniform to work for some of the industry players.

Consultancy firm Anchor Media Sdn Bhd's executive director, Mohamad Syukri Saringat, said the uniformity was due partly to the fact that most of the new branding activities were sponsored by a single agency.

"Without belittling their efforts, I feel there is a need to understand that SMEs and start-up companies first need to stamp their mark in their respective industries by showcasing their difference and not just what they have to offer," he told Business Times in Kuala Lumpur.

Syukri said most SMEs and start-ups appear to carry the same types of products or services instead of standing out through brand differentiation.

Take gadgets, for instance. For a company to actually penetrate the market, it would have to convince consumers why it offers a better choice than its competitors.

"Branding was never about what companies have to offer, but more what makes them different from others or what their products and services represent."

Anchor Media was of the opinion that SMEs should plan and execute their communication activities well to enhance their image in the industry.

"We are not against advertising, but we feel that it is time for public relations (PR) to be seen as a serious stepping stone before embarking on advertising," Syukri said.

He added that PR and advertising should work hand in hand as the latter served as an important reminder tool while PR was more than just a crisis communication department.

Anchor Media also believed that SMEs and start-ups would benefit more if they initiated a proper and effective communication exercise before embarking on advertising campaigns to strengthen their brands.

Syukri observed that PR had been seen so often as a marketing or crisis communication tool that its core practice and understanding was somewhat lost.

"Some companies don't even have a PR department, while others feel that their marketing department is sufficient to handle their PR affairs.

"Companies need to understand that marketing is about selling products and services. PR, however, is about selling the company's image and, in the long run, the brand value," he said.