Small industries, better known by the term small and medium businesses (SMBs), today has a very important role for the progress of the Indonesian economy.
In this case not only the role of SMEs in contributing surplus domestic production, but also to create jobs in a large enough scale. However, most SMEs are still confronted with many problems, one of them in terms of marketing.
So far they are only focused on the product, pricing and other things sales-oriented. For some people building a brand is not yet a priority.
They argued that as far as branding is usually synonymous with large-scale industry only. They also do not realize that the brand is one of the important assets in a company. Many perception arising that branding is costly, and therefore SME owners prefer to allocate capital to the real sector, such as increasing the production capacity, the addition of raw materials and so forth.
Yet when they look at branding as an investment, and the process of branding is applied effectively and efficiently, in the end it will provide long-term benefits. Brand can be analogous to an identity. Without a strong and clear identity, a business will not be recognized by its target market.
On the other hand, the merit of a brand identity is formed from what was applied by its own stakeholders. A good brand if the brand is said to be able to form a strong emotional bond with its customers.
In addition, if the perception of a brand is high, then the resulting value will be directly proportional. This will help the company in building a positive image and impress professional. On the other hand it will also increase consumer confidence in the products and services offered. For example, a family choose to use only one brand of toothpaste recommended that continues from generation to generation.
Emotional bond that has been formed as it often will make the customers ignore other products or services offered on the market because it was based on the perception of the brand is already established in their minds, and high brand recognition.
Maicih chips is one example of a fairly successful SME branding. Armed with branding and marketing strategy strong and clear, Chips Maicih now quite well known among fans of crisps in Indonesia in general, and London in particular.
A strong emotional bond has been formed by the chips brand with its customers. Supported by branding and marketing strategy is unique, it sets them apart from its competitors. Guerrilla marketing strategy, which is the location of the sale is always moving, make customers curious and always looking for info on the location of the sale can be found through their account on the social networking sites like Facebook and Twitter.
Those customers willing to line up to get their snacks made from cassava. Currently Maicih chips cassava chips not only sell, but also sell other typical Indonesian snacks like sablak, Basreng, and gurilem. In conclusion, the brand is an important asset even for small-scale industry, where brands can be differentiated for an SME with other SMEs.
In addition, the brand also can help an SME can be known and remembered by consumers, especially if the brand can successfully form a strong emotional bond with its customers, and has a positive perception in terms of imagery.