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A recent survey by Robert Half (Financial Recruitment) found that 44% of UK companies appreciate the importance of having a brand strategy, reports Personnel Today.

They recognise the importance, but what are they actually doing about it? I am constantly amazed at the amount of companies we talk to, when it comes to starting on a project, that don’t have clear brand guidelines, leaving visual treatments up to to us.

Now, when you think brands, you may be thinking Coca-Cola or McDonalds, but there is no reason you can’t apply some brand strategy to your own business, no matter how small.

As any company grows, engagement of customers (both B2C and B2B) relies on a level of rapport between your company ‘brand’ and them as a personality or business and that’s why the larger brands of the world invest so much money working out who their typical clients are, so they can attract them more effectively.

And, for growing companies (especially start-ups) that wish to move away from the personality of the owner, creating a clear brand strategy is also a route to clearer customer engagement - one that is more sustainable for the business over the longer-term.

Now, this may seem much harder for a smaller business due to cost, but there is nothing wrong with analysing the type of clients you are working for now and using this as a basis for adapting your own brand. Some brand development and strategy is better than none and you’d be amazed at how much you can do yourself.

Which brands do you aspire to now?