- Authenticity: what is the soul (culture + purpose) of my company?
- Relevancy: what is important to my target market?
- Difference: what makes me different from competitors?
Answers to these three questions don’t just make for great brands, but for stronger companies.
I see too many business that start and stagnate. They become mediocre too soon. Not bad and bankrupt, but also not flourishing and growing. Just average. And it strikes me how often these mediocre businesses have mediocre brands. It boils down to a simple fact: careful consideration of your brand forces you to pay careful consideration to your business.
Ultimately, no small business should be without a strong brand. Counter to popular believe, this has nothing to do with marketing and advertising and aggressive selling. It has all to do with developing a strong & sustainable business.