FOR brands to compete in an increasingly crowded global landscape, the need to stand out from the pack is more crucial than ever. And the way to do this is by differentiating, said Steven Sim, the CEO and managing director of Secret Recipe Cakes & Cafe Sdn Bhd (Secret Recipe).

“Secret Recipe differentiated by not being just a cake shop, a kopitiam or a fast food outlet,” said Sim, who was one of the speakers at the Brand Entrepreneur Conference 2009 on March 2. The “Malaysian Brand” mark, a certification system for local products that meet high quality standards, was launched at the conference.

The system, developed by Small and Medium Industries Development Corporation (Smidec) and Sirim QAS International, is aimed at making local brands, especially those produced by small and medium-sized enterprises, more competitive in the international arena.

Melissa Chen, chief technical officer and executive director of Esthetics International Group Bhd (EIG), started her business 25 years ago by differentiating. She began advocating skincare at a time when women’s concept of beauty was putting on make-up. Now, prominent skincare lines such as Dermalogica, Averine, Bioxil and Clinelle are some of the brands under EIG.

However, one shouldn’t differentiate without positioning oneself first, said Celcom Bhd CEO Datuk Seri Shazalli Ramly, one of the conference moderators.

“Coca-Cola decided to position themselves as thirst quenchers, to get a ‘share of your bladder’. He (Sim) is fighting for the ‘share of my stomach’. Once you have a position, then you differentiate. If you don’t have the position, whether you differentiate or not, it won’t work,” he said.

Though differentiation helps a brand stand out in the initial stages, consistency in product or service is essential.

Kart Food Industries Sdn Bhd managing director Fairuz Abdullah believes that brand is what the customers’ experience, which is why companies should consistently meet customers expectations. The frozen food manufacturer has a strong base nationwide and exports its products to America, Europe, the Middle East and South Africa.

“To ensure brand consistency, you need a strong brand guideline. Brands are built on foundation and fundamentals,” Sim of Secret Recipe said.

“Your branding is only as good as the people behind it and the people in front who deal with the customers. Branding is the façade of the business.”

“Starting a brand requires the conscientious effort of people. If your people don’t love the brand, get rid of them,” Shazalli said. 

The inaugural Brand Entrepreneur Conference was co-organised by Smidec and Branding Association of Malaysia and attended by approximately 500 participants, mostly entrepreneurs of small and medium businesses.

This article appeared on the Media & Advertising page, The Edge Financial Daily, March 10, 2009.