Branding that Sticks: Livia Germano Shares Insights for SMEs and Start-ups

05.03.2025

Germano Shares Expert Insights on Branding for SMEs and Start-ups

On 13 January, Wittenborg hosted a guest lecture by Livia Germano, a brand strategist with over 16 years of experience, for MBM (Master of Business Management) students at the Brinklaan study location in Apeldoorn. Germano shared valuable insights on how small and medium-sized enterprises (SMEs) and start-ups can leverage strategic branding to thrive in competitive markets.

Germano, who has worked with a range of brands across different industries, discussed how businesses can connect with consumer needs to transform opportunities into impactful products and services. “Branding is the meaning people attach to you and your offering,” she explained, emphasising that successful brands create emotional connections with their customers. “The brands that succeed are not institutions pushing into customers’ lives, but agents they choose to pull in,” she added.

Drawing from her extensive experience teaching MBA (Master of Business Administration) programmes, Germano explored how small businesses can build strong brand identities and stand out in an ever-changing market. She also discussed the new challenges companies face today, such as increasing competition and the shift from transactional to identity-based customer relationships. “Today, technology can hinder human connection,” Germano noted, highlighting how deeper customer relationships are becoming more important.

Germano shared several case studies, starting with Hiperstream, a global technology company. She explained that Hiperstream’s original brand was overly technical and lacked emotional resonance, which made it difficult for clients to engage with the company. “Hiperstream’s communication was focused on features, not feelings,” Germano pointed out. To address this, Hiperstream developed a new brand strategy called Human-Tech to Connect. “Technology must connect with people on a deeper level,” she said, explaining how the strategy focused on human-centred benefits rather than just technical features. The company’s new visual identity, inspired by coding languages, reinforced this human-focused approach.

Germano also shared examples from brands like Nike and Red Bull, discussing how they’ve successfully leveraged communication strategies to create lasting emotional connections with their audiences. These case studies were followed by a practical exercise in which students were tasked with developing a communication strategy for a new line of STEM-focused educational toys that Apple was planning to launch. The exercise challenged students to align the strategy with Apple’s brand identity of innovation and quality.

In reflecting on the session, Germano emphasised the importance of empathy in branding. “Understanding human needs and emotions is the foundation for building impactful brands,” she explained. She also encouraged students to view brands as agents of transformation, stating, “Brands are powerful drivers of societal change, and it is essential to explore their roles in addressing emerging challenges.”

Throughout the lecture, Germano encouraged students to think critically about the role of branding in shaping business strategy. “Diversity enriches problem-solving,” she said, urging students to approach challenges through various cultural lenses. She also shared advice for those aspiring to careers in branding and strategy, advising them to stay curious, embrace creativity, and keep learning. “Branding is dynamic and ever-evolving. Adaptability is key.”

Germano later expressed how much she enjoyed the opportunity to engage with Wittenborg’s diverse and dynamic student body. “It’s the perfect environment to spark new ideas and perspectives,” she concluded.