Branding Beyond Borders:How Canadian CompaniesCan Compete with Giants

Featured Interview with Saadia Hameduddin, Branding and Marketing Lead at Helios Technology Solutions

View this article featured in CANADIAN BUSINESS OWNER Magazine

Saadia Hameduddin at Helios offers a compelling narrative about how small businesses can compete in today's market. "Pre-internet, mom and pop shops couldn't really compete with big chains," she explains. "They couldn't afford prime real estate or big retail space."

The Power of Meaningful Branding

Saadia elaborates that, despite now being able to compete directly with global giants through e-commerce, modern SMEs struggle because they lack depth in their branding. "A lot of times, they will use AI-generated logos or hire designers who create logos that briefly relate to their business," she says. "But these logos aren't recognizable because they don't carry meaning."

What Makes a Brand Powerful?

"When you think of any big brand globally," Saadia notes, "they carry meaning. When you see a logo, you're not just seeing a name—you have associations, emotions." Saadia quotes Simon Sinek: "People don't buy what you do; they buy why you do it."

Helios's Unique Approach

Saadia emphasizes their design thinking methodology: "We don't do creativity in a silo. We spend time doing interviews and workshops to understand the business's personality."

The process is meticulous: "We sift through mountains of information to sometimes come up with just one line or even two words that represents the company."

The Goal: An Authentic Brand Identity

"We create a brand identity that completely represents who you are and resonates internally," Saadia explains. "The logo is not just something AI-generated—it is the company. I can't take that logo and slap it on another company."

Strategic Branding in 2025

For Canadian SMEs looking to compete, Saadia's message at Helios is clear: Invest in a brand that tells your unique story. In the digital age, your brand is your most powerful competitive advantage. Learn more about Helios at heliotech.ca