Building and Maintaining a Healthy Brand

In today’s fast-moving business landscape, where consumer expectations are at an all-time high, keeping your brand healthy is essential for SMEs to thrive.

Achieving this requires a balance of authenticity, strategic marketing, and adaptability. Here’s how SMEs can build strong, enduring brands in an ever-changing market.

Build strong brand foundations

The first quarter of the new academic year at MidKent College, a Patron of Kent Invicta Chamber, has seen 3 apprentices achieve an ‘Apprentice of the Month’ accolade.

Reflecting the wide diversity of apprenticeship courses at MidKent College, Lance Taylor-Dean is on the Engineering Operative (Mechanical Machinist) course, Archie Wareham studies Bricklaying and Joshua Lake is at Level 3 in Business Administration.

Lance is an apprentice with engineering specialists, MEP Ltd, at Aylesford in Kent and is on the Engineering Operative (mechanical machinist) course. Chris Johnson, Head of Operations, MEP Ltd, said: “Lance has grown to become a great asset to MEP. His technical skills have grown throughout his time with MidKent College and continue to impress.”

Reynold Thomas, Lance’s training officer at MidKent College said: “Lance exemplifies dedication and excellence in his work, consistently going above and beyond to achieve the highest standards. His meticulous attention to detail is evident in his exceptional performance.”

Lance said: ‘’Coming to MidKent College straight after school and starting my apprenticeship has been a learning curve that has taught me confidence, determination and time management. MEP have supported me throughout.”

Archie Wareham is an apprentice with Wolfe Bricklaying Contractors who are based in Hadlow. Craig Street, MidKent College Bricklaying assessor, said:

“Archie has a great work ethic and has shown respectful behaviour from the start of the day to the finish, concentrating on his build.”

Archie said: “I tried hard to get where I am with the help of my gang and college tuition. I have no concerns on the progress of my apprenticeship.”

Joshua Lake is a Level 3 Business Administration Apprentice in the Business Services team at MidKent College. His supervisor, Natasha Barrett, Delivery Manager, MidKent College, said: ‘Joshua has exhibited remarkable development of knowledge, transforming from a trainee into a proficient administrator. Over time, his grasp of advanced techniques and industry-specific practices has expanded significantly. Additionally, participation in collaborative projects on how to improve our department has not only enhanced learning but also demonstrated the ability to contribute meaningfully to team objectives.’

Catherine Avery, Industry training manager (Professional Qualifications) at MidKent College, said: ‘Joshua is aiming for a distinction which is what we want to hear. He works tirelessly when in class and has a portfolio that reflects this.’

Joshua said: ‘The Business Administration Apprenticeship has helped to improve my knowledge of administrative skills and the laws and legislation surrounding it, especially in health & safety and employment law which will be useful as my career progresses.’

Congratulations to all 3 apprentices.

If you would like to find out how apprenticeships could help your business visit https://www.midkent.ac.uk/apprenticeships

A brand grounded in clear values and a well-defined purpose ensures authenticity and consistency in all marketing efforts. “Marketing for SMEs is about balancing long-term brand building with short-term sales goals,” explains Jessica Banks, Brand Manager at Oak Creative. Establishing clear objectives that echo your brand’s “why” keeps your efforts focused and ensures your audience connects emotionally.

Adapt to a dynamic market

The current business environment is fast-paced, with consumer demands for quick service, seamless online experiences, and authenticity higher than ever. SMEs must rise to this challenge by staying agile. Experimentation and a start-up mindset, combined with strategic marketing plans, are crucial. A brand that stays true to its values while embracing innovation will stand out, building loyalty in an oversaturated marketplace.

Keep the human touch

Emerging technologies, such as AI tools like ChatGPT, offer SMEs exciting opportunities to streamline processes and enhance marketing. However, technology alone isn’t enough. “AI works best when you stay true to your brand,” say the experts at Oak Creative. Combining AI’s efficiency with the creativity and emotional resonance of human engagement ensures your brand remains authentic and relatable.

A healthy brand is one that balances strong values, strategic adaptability, and thoughtful technology use. By staying true to your purpose, being responsive to market demands, and leveraging innovation smartly, SMEs can build brands that not only survive but thrive in their marketplace.

www.oakcreative.co.uk