‘Made in Britain’: why promoting your Britishness is good for businessMay 23, 2014 9:56 am
The impact our heritage can have on business can sometimes be overlooked. When it comes to harnessing the power of the ‘Made in Britain’ stamp, many small businesses in the UK haven’t even begun to scratch the surface. Yet, across the world, the UK is seen as a producer of trusted, quality goods. The fact is, Britain is a great place for business and there are many ways you can use your roots to help grow your business.
Shout about it
Many people believe British-made goods are synonymous with high quality, so this is a strong selling point for UK businesses. Therefore, it’s increasingly important that you shout about your roots in everything you do, from your domain name to your marketing activity. Using a .co.uk domain for your business website can instantly communicate that message to your existing and potential customers.
A rich British heritage can be one of your biggest strengths, so if you have a good story behind your business, tell it. Take the textile company hainsworth.co.uk, for example, which is now in its 7th generation of ownership. Their provenance is an important part of their marketing strategy. It’s woven into everything they do, from the materials they use to the website design. Managing director, Tom Hainsworth, says: “The fabrics we make for the design side of the business are rooted in Britain; the guardsman uniforms, the scarlet cloth. We hold the Royal Warrant for interiors at Windsor Castle – it doesn’t get more British than that!”
Even if your business is relatively new, think about the ways you can create your own tradition around your brand: something that people can associate with British identity.
Support your claim
Saying your business is British is not enough — you have to prove it. If you manufacture or source your materials and services from within the UK, you should let your customers know. Make sure you communicate the origins of your products or services on your website, through social media pages, blogs and across all other marketing activity.
British tea producer, tregothnan.co.uk sell produce grown from its Cornish estate: flowers, honey, jams and the first – and only – English grown tea. Managing director, Jonathon Jones, believes their British grown produce is an essential part of their marketing strategy, “Our Britishness is communicated in lots of details: the way we write, our imagery, the brands we collaborate with, and even through our domain. We want customers to visit our online shop, know they are dealing with a British company in a trusted environment and see where our products come from.”
Use your heritage to export
There are many things to consider when looking to export such as will my brand message be understood overseas? Will the product have the same success in another country? As a UK business, you already have a huge strength behind you – your Britishness – so use this to your advantage when looking to expand and export. Well-known and respected British brands such as Burberry, Dyson and Barbour have certainly helped bring kudos to quality, UK products overseas.
Rod Garnham, co-founder of British crisp producer corkerscrisps.co.uk, explains that about 20% of their annual turnover comes from exports, particularly to the United States; “We actually get a lot of (website) hits through people from other countries searching specifically for British crisps.”