Become an SME Beacon by Boosting Your Exports

There’s never a wrong time to communicate with your customers. It might feel like a bad time now, but it isn’t really. Now, more than ever, communication is key, but more importantly, how you communicate your business and brand to your customers is equally crucial. As an example, let’s take a look at the Union Jack. This isn’t just our national flag, it’s something to be proud of. You can use this flag to your...

I would view our national flag as an asset for any business. 'Why is the union flag is important for your business?', I hear you ask. Well, it will help you on your travels, wherever you go and however you trade. There is great value in associating and attaching the 'Made in Britain' label with your business. This flag can support your business, operating as a sign of quality, resourcefulness and innovation. But, what makes the Union Jack even more valuable is that it’s free to use.

The Union Jack is a flag to be proud of, and you should use it to support and advance your business. Not only is it a great way to communicate our national strength, but by aligning your business with it, you can reap the benefits of the connotations it holds.

With challenging times upon us such as BREXIT and COVID-19 - why not continue to build on our nation’s history, our global presence and the values Britain embodies? Through establishing your brand and using the Union Jack, you can be part of a valuable legacy created by those who have gone before you.

Many customers around the world still value what Great Britain has to offer. They know our products can be trusted and that we are an honest trading partner on the global stage. Customers value our business ethos and ethics, understanding that we have an ingrained respect for listening to proposals, and simply want to do business.

If you think of yourself as a smaller, less well-known brand who is entering new markets and trying to establish a foothold, I simply say: use the strength of UK branding.

Experience dictates that customers do and will respect the Union Jack flag. Many potential customers will look for it as a measure of a business' credentials. By adding the UK as a ‘Country of Origin’ on your products and services, it is a huge positive wherever you go - so why not use the power of Britain to influence your customers. Make it part of your product DNA, especially when you look to enter new...

The first question would be: do you put the words “Made in the UK”, or “Produced in the UK” on your product?

If you do choose one of these phrases, be sure to print the Union Jack on your packaging as well. This will be a great visual representation and more eye-catching for potential and existing customers and buyers.

Why is this is something you should consider if you don’t do it already? Because this flag acts as a strong visible reminder, and the result will work a lot faster than words could. Think about where the flag would have the biggest impact, then build it into your presentations, business cards and social media. The Union Jack adds weight to all your communications by using this iconic image of the UK. It all builds confidence in you and your products, through well-established, recognised and important associations and connections individuals have.

It’s probably fair to say that simply saying “MADE IN THE UK” will play an important role in growing your brand. This will influence a customer's purchase decision, overcome quality perceptions and increase your margins.

To add the Union Jack will increase your overall credibility.

Subliminal messages are transmitted when you see a nation’s flag or symbol. A buyer will generate their preconceived thoughts. For example, wine from France or cars from Germany are automatically associated with quality and chocolate from Belgium will be very tasty. A product has already been judged in terms of performance and taste even before you have touched it.

All I’m saying here is use this competitive advantage to strengthen your position. British goods and services are perceived as 'built to last' because of the quality. It’s always possible to disprove this, but you are starting with a positive perception. In contrast, Chinese manufacturers have had to work hard to change their perception. The “Made in China” label did mean cheap and low quality at one stage, which is not the case these days.

The strength of “Made in the UK” combined with the Union Jack flag can enhance your negotiating power, price point and overall standing of your product or service. Your customers still want to drive a hard bargain, but will feel more positive about “buying British”. It will appeal to their sense of being part of something valuable, discerning and long-lasting. Often, it is the origin country of the brand, rather than where it is produced, that carries more weight. This means that being “Designed in the UK”, but produced or outsourced elsewhere is still important, relevant and should be communicated.

As someone who works all around the world, my advice is: always fly the Union Jack flag. It’s an invaluable beacon for you and your brand, providing reassurance, confidence and credibility.

Make it part of your business heritage and brand visibility as a sustainable advantage in the world of global trade. 

EXALTA Business Growth supports SME’s and Owner Managed businesses to drive international sales and revenues. For information, or if you would like a review of your exporting business and potential, please email mike@exalta.co.uk or give us a call today on +44 (0)1865 238100.