It’s amazing how much of the time brand and marketing are overlooked when it comes to starting a business. I mean, it makes sense, there’s so much going on and often the product or service being provided receives the bulk of the attention which leaves little thought for brand and marketing. Often, brand is relegated to just a logo and marketing is a single ad effort or event. Really, though, brand and marketing need to be much more. Brand is how the customer perceives you vs. your competitors. Marketing is really a set of executables and channels to reach your customer. Both critical to the success of any business.
When we think about the value that brand brings to your business, it really should be more at the forefront. Brand is a very large contributor to the valuation of a company, especially in beverage. In times of stiff competition, brand serves to differentiate you from your competition. As you grow, your brand keeps you on course so that the company always aligns with the vision of why you started. Ultimately, brand creates purchasing preference with your customer.
“Marketing is no longer about the stuff that you make
but about the stories you tell.”
-Seth Godin
Ideally, a new business should really start with its core, values, beliefs and mission. From there a unique story is crafted with guardrails and guidelines to ensure the intent isn’t forgotten. Then all the marketing efforts of the company serve to strengthen the brand wrapping around a common core like strands of a rope.
Most businesses are already established before they invest in brand, but that doesn’t mean it’s too late. It means it’s time to look at where your business started and what it’s become, then uncover your unique brand story. This discovery will help drive your marketing efforts as well and provide a clearer path to success.
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