If you already run a business.
And you want to run a brand.
A proper brand, I mean.
A brand that is valuable because it guides you in the day-to-day.
And valuable because it makes you more money.
There is a lot to get right.
And one of the most important things to get right in the early stages.
Is perspective.
Perspective.
Most people I work with as a Brand Strategist.
Think that it is the job of a brand to support the product and services on offer.
It isn’t.
It is in fact the other way round.
It is the job of the products and services on offer to support the brand.
What this means.
What this means is that.
If you already run a business.
And you want to run a brand.
A proper brand, I mean.
A brand that is valuable because it guides you in the day-to-day.
And valuable because it makes you more money.
You have to make promises you believe in.
(I’ll get that right with you).
And you have to make promises you can deliver on.
(That’s your job.
But we’ll keep an eye on it as-we-go to make sure you stay true to who you are).
And all of this invariably involves at least some adaptation of the products and services on offer.
Change.
So stay flexible.
Be prepared to change.
Because if you really do want to build a brand.
Change to what you actually do.
As well as how you actually do it.
Is inevitable.
