JASON Electronics repairs marine electronics equipment installed in ships that ply international waters. And being engaged in such an international business, it made sense for Jason Electronics to go international too, says managing director Joseph Foo.

While Singapore is the company's single biggest market, more than half of its turnover - about $70 million last financial year - came from abroad. And Mr Foo sees that contribution growing.

Two things will feature in this growth - branding and design. Jason Electronics, which already has a presence in Malaysia, Indonesia, Thailand and China, takes these very seriously.

'Branding is very important and goes beyond a logo or graphical representation,' says Mr Foo. 'Branding is a culture in which all staff are conscientiously providing excellent customer service as well as being reliable and trustworthy. By doing this, we build a brand name for ourselves.'

And a strong and recognisable brand wins customers - especially in overseas markets where outsiders are viewed with suspicion. If you have a familiar brand, it gives buyers in these markets more confidence in your products.

Design covers not just Jason Electronics's repair service but every aspect of the company's operations. 'Our business process is the entire process which includes the initial sales process of having our staff go out to meet with customers and secure orders,' Mr Foo says.

Once a deal is done, Jason Electronics's engineering service and technical team moves in to execute and deliver the order - and to continue monitoring the products and systems.

Essentially, the company's business operations are designed to more than meet customers' requirements - they are designed to exceed expectations. 'The aim is to achieve customer retention and repeat orders,' Mr Foo says.

In the financial year just ended, more than 80 per cent of Jason Electronics's revenue came from repeat business.

As far as products go, design doesn't stay static at the company. 'We keep questioning our assumptions and testing and refining our designs,' Mr Foo says. And that's how Jason Electronics stays globally competitive.

This article was first published in The Business Times.