Building Brands

The continuing cachet of British brands lends a shine to any UK exporter – a theme taken up by Laurence McDougall of All Steels Trading. "Made in Britain is a huge plus," he declared.

Britain means quality, reliability and added value – at least it does in the eyes of many international consumers. What’s left for Britain? We have grown accustomed to the idea that we are no longer a nation that makes things. Certainly the era of home-based mass manufacturing of t-shirts and the like has been consigned to the past.

Panellists and delegates at the HSBC Trading Thoughts events were clear that ‘made in Britain’ remains a compelling tag to foreign buyers. And of course the UK hasn’t let go of manufacturing entirely. Indeed for some specialist firms, making their own products is an article of faith – a central feature of their brand offering. Delegates were urged not to underestimate this association of Britain and quality. Bernard Ginns of the Yorkshire Post pointed to the “tremendous cachet” of UK luxury brands. “If you’re a manufacturing company from Sheffield and you want to go and do business overseas that has enormous value”.

The perception also extends to British consumers. Laurence McDougall of All Steels Trading told the North East event of his Egyptian supplier who is keen to reach EU markets – and uses his British customers as a mark of quality. “If he can show he’s supplying his product to the British then he’s good enough to sell around the world”.

Speaker after speaker confirmed the enduring nature of the British hallmark. But it’s an image that needs to be nurtured and maintained.