How does an SME become a brand?
Successful business models from different perspectives were highlighted at the KMU SWISS panel on September 15 in the CAMPUSSAAL Brugg-Windisch.
Large companies such as Coca-Cola, Ford, Zweifel and Victorinox have created a brand that has established itself worldwide. But how can small and medium-sized companies build a brand that is still successful even when the patron is long gone from the company? "What large companies demonstrate is not lost on smaller companies," said Stefan Rüssli, Managing Director and brand specialist at Assessa GmbH. "Strong personalities have shaped the company and transferred their expertise as well as their vision to the business and its brand." As a result, he said, the entrepreneur becomes the brand, but also the risk of the company. The key, he said, is to focus on what allows you to differentiate yourself in the market. "To successfully build a brand, you don't have to jump on every trend. Rather, a strategy should fulfill its purpose in the long term," Stefan Rüssli emphasized.
Sell moments of happiness
With long-term planning from a niche, Adrian Steiner, director of DAS ZELT AG, and his team built up the largest Swiss touring theater. The starting signal for the mobile event platform was given at Expo.02 in Biel. In the meantime, around 250 events with 18,000 visitors take place throughout Switzerland every year. The company shows an annual growth of 23 percent, as Adrian Steiner, known as a former bicycle acrobat in the Circus Knie, reported. "Our vision is to sell people moments of happiness at affordable prices. We have stuck to that to this day."
Quality and regionality
The family business KNEUSS Güggeli in Mägenwil is already in its third generation. At the heart of the company are the Güggeli as a Swiss product with high quality. "Quality is our marketing. But we also know what our customers want. And we are inspired by our gut feeling," said Vice Chairman of the Board Daniel Kneuss, adding, "We want to be regionally anchored, remain small and thus be able to make quick decisions."
Adolf Ogi: Use time windows when they are open
As the highlight of the KMU SWISS podium, former Federal Councilor Adolf Ogi spoke about his past in sports, business and politics. "Sometimes there are windows of opportunity that you have to take advantage of when they are open," Adolf Ogi said in connection with the two transalpine routes through the Gotthard and Lötschberg. He went on to emphasize the importance of open and transparent communication, both internally and externally. This has also solved many problems in the international arena that today pose major challenges to the world.
Text: Fabrice Müller, journalistenbuero.ch
