6 Reasons You Need a Company Brand Strategy
“We don’t have a brand,” a startup founder told me. This was a fast-growing startup that had found its market fit and was expanding primarily through word-of-mouth.
“You have a brand,” I told him, “and if your product is growing through word-of-mouth then it’s a strong brand.”
Every company has a brand and brand image but not every company is investing in enhancing this image. In fact, the aforementioned startup company was relying its whole business and growth on a brand that they were not knowingly moderating. While it seemed to work for them at the time, there was a lot of value to be captured from brand curation. Especially in cases like this — brand management can bring significant added value to the whole company.
Most companies can benefit from word-of-mouth marketing but it’s the company’s job to make its brand easy to talk about, easy to share and recommend by others.
If you’re single and looking for a partner to start a relationship with, it’s a heck of a “feature” to be a professional chef who loves cooking both at home and at work. Yet, if it is the only value that you bring to the table for the potential relationship, it’s a bit lacking. What you want to do is to have many supporting stories that make you unique and memorable, and that would help your friends advertise you to…
