Internal Branding within SME retailers

Hello guys, I wonder if anyone could help me! I continue to have my own fancy dress business with four retail stores however recently I returned to University to study a Masters in Design & Branding Strategy to further my skills.

My research focuses upon internal branding within SMEs. Franchised operations are of particular interest due to the core need for a replicatable concept and system. Ideally I would like to take this research to SME retailers as I think internal branding in a service environment is exceptionally important with such a direct link of how the staff portray the brand to the customer.

The challenge is how to ensure SMEs understand the value of building and implementing a strong internal brand in times of austerity. SMEs have the ability to move quickly and innovate to differentiate from bigger rivals so are best placed to take advantage of opportunities in the future …but with low budgets and potentially hard-to-measure results, it is a tricky one.

I’m hoping someone could put me in contact with any retail SMEs or franchised retail SMEs that a) have a strong internal brand strategy or others that b) could benefit from a strong internal brand strategy!

I’m very happy to share my findings with companies involved as I’m adamant this research will be usable to other small companies and not just add to the pile of undesirable pointless academic research.

(and of course …if anyone wants to discuss fancy dress!)

Many thanks,

Kylie.