Tag Archives: SST Sensing

Brand Power

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What is a brand? It’s a living, breathing entity that succeeds or fails as a direct result of every action undertaken in your business. It’s about so much more than logos and packaging; it must reflect the values at the very heart of your company.

Exchange Director Lucinda Bruce-Gardyne of Genius Foods has spent years nurturing the Genius brand and she shared the wisdom garnered at a recent Exchange Focus Dinner.

Lucinda Bruce-Gardyne

Lucinda Bruce-Gardyne

For the members around the table, the knowledge and experiences shared are already having a direct impact on their businesses.

Keith Wight of SST Sensing believes a brand is much more than a company or product name, it is a combination of a promise to customers of quality and reliability, and something they relate to meeting their needs.

When creating a brand you should start with the needs and expectations of the customer, ensuring the brand resonates with importance to them rather than simply being a quirky name.

Keith, the Emerging Entrepreneur of the Year 2011, added:” I am currently looking for an International Business Development Manager and will put greater emphasis on branding for the position than I would have previously done.”

Highlights for Andrew Robert Gordon were being able to pass on benefits of experiences and ideas for others at the table.

“Don’t be afraid to punch above your weight is a good reminder to those who already do, like myself,” said Andrew, whose business is Andrew Gordon Butchery and Fine Foods.

“The points that resonated with me and my business were that of having your team having the belief and passion for what the business is all about, and for them to fully understand my reasons for high standards, top quality produce and first class customer service.

“I will be introducing new booklets and wall charts within my business detailing our company values and standards as a reminder to all what we stand for.”

Feedback from other attendees:

“The value of this event was hearing anecdotes from the range of experience in the room and not just the speaker.”

“Key tip for me was to focus on what your brand means, and building personality and character in the brand.”

Speaker biog – Lucinda Bruce-Gardyne

The winners – Keith Wight named Emerging Entrepreneur of the Year

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Emerging Entrepreneur of the Year, Keith Wight.

Founder and chief executive of sensor design and manufacturing company SST Sensing, Keith impressed the judges after identifying a gap in the market to sell bespoke products and specialist technical support directly to original equipment manufacturing (OEM) customers, enabling SST Sensing to develop a closer relationship with its client base and provide a more efficient service.

The result was an increase in repeat business and new opportunities with SST Sensing’s customer base increasing six fold to 450 in just two years with plans to expand into new international markets and cement itself as market leader in the next five years.

Jim said: “The most successful entrepreneurs know their market, identify a customer need that is not being met, and then fulfil it. Keith has done exactly that. His innovative approach has allowed the business to establish itself as a key player in the industry and has placed it in a strong position for future expansion into new markets. I was delighted to see Keith’s achievements recognised at last night’s event and look forward to following the next few chapters for SST Sensing.”

Emerging Entrepreneur of the Year Finalist – Keith Wight, SST Sensing

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Keith Wight has increased his customer base by more than 600% in two years by going against the grain and developing a customer-centric business strategy – something which has not always been high on the agenda in the electronic sensing industry.

Keith is the chief executive of sensor designers and manufacturers SST Sensing Ltd which he founded in 2002 after four years working as an operations manager with New Medical Technology. In the first three years Keith initially built SST, which has headquarters in Bellshill, by quietly winning work from local contacts in Scotland, however, his hard work paid dividends in 2005 when he had his first major business breakthrough.

Keith identified a gap in the market to supply standard and bespoke electronic sensors to original equipment manufacturer (OEM) customers, providing a unique selling point through excellent customer service and technical support. The value added business allowed SST to have a closer relationship with their customers, resulting in increased repeat business and new opportunities. These contracts averaged up to £500,000 per year. The market had historically been dominated by larger firms driven by high volume, low customisation and less emphasis on efficient client service, so Keith’s alternative approach proved effective. Combining high quality technical support with SST’s ability to customise products to meet specific customer requirements, Keith was able to corner the market.

This success allowed Keith to raise the required capital to position the business for future expansion. As the company continued to grow, Keith incentivised staff members with a percentage of shares in the business, encouraging them to take a vested interest in future success.

Perthshire-based Keith, who graduated from Napier University in Edinburgh in 1995 with a BSc & MSc in Engineering and Quality Management, now employs 47 staff and has consolidated SST’s position in the industry. He has boosted the customer base from 70 to 450 since 2009 and is planning the next stage of the firm’s development, with the ultimate goal being to list the business on AIM within three years. Other plans are afoot to expand SST’s successful growth in the export market, further exploit the oil and gas sector and research overseas acquisitions. SST also has many new sensing technologies in development and its new oxygen sensor is designed to offer a vastly improved solution over existing technologies currently available. The vision of the company is to be the market leader in gas and fluid sensing and control within five years.

Jim Boyle, partner and head of entrepreneurial business at Deloitte and judge for the awards said: “Keith should be applauded for the way he has turned SST Sensing into a successful and profitable organisation, with a loyal, committed and stable workforce. He has shown he has the vision and ability to provide customers with products and services which they both need and want, whilst also appreciating that it could not have been achieved without the continued support of his dedicated team.”