If you’re an entrepreneur or marketer, you’re in the memory business. The business of creating a memorable brand. I would go so far as to say that discovering the unique memory (the essence of your brand) you want to create is the best way to safeguard the future of your company.
That’s why I’m so excited to announce the release of our latest ebook: The Secret To An Accelerated Branding Process. In this ebook, we break down:
- Why it’s important to have a unique brand
- How to know if you need a branding process
- Why your branding process needs to be on an accelerated timeline in today’s world
- And what the key elements of a successful accelerated branding process are
Below is an excerpt from chapter 2
Excerpt: How to Know if You Need to Invest in Your Brand
A branding project is a big undertaking. Ask these questions to figure out if you need to take one on.
What is the memory that your company leaves in the minds of its customers? Unless you can answer this question immediately and succinctly, you could probably spend some time developing your brand. And remember, your answer can’t be that you’re the smartest (everyone’s smart) or that you provide the best customer service. Those things simply aren’t memorable.
If you asked your team what your company did, how many answers would you get? It doesn’t matter if you have a good answer to question 1 if the rest of your team has different answers. One of the main goals of a brand is to create a consistent memory, and for that everyone in the company must be on the same page. If not, it’s time to think about completing a branding exercise.
Are you confident your company would still maintain what makes it special if your leading talent left? It’s difficult to recruit and retain top talent. We think you should hang on to them as long as you can. But here’s the reality about top talent, they eventually move on because they’re ambitious. If your success is built on their brilliance rather than a core brand, you are in a bit of trouble. You guessed it, time for a branding process!
Bonus Question for Executives & Founders:
What do you want your legacy to be and are you on course to achieve it?
Some people start and build companies just for the money. That’s fine. But we think those people are in the minority. There's a powerful fire burning inside of most entrepreneurs. You’re trying to create something meaningful, a legacy. Otherwise, what reward would we get from endless hours of toil. You may as well go work for someone else.
Are you thinking about what’s driving you? Good.
Now think about your team. How many of them have that same deep drive, that yearning? Maybe you can count a few people. But the hard truth is that the majority of your team are working because they want to do a job. Sure, they want to work hard. And they’re incredibly talented. But they are still just doing a job. They don’t have a legacy in mind...let alone your legacy.
You must bridge that chasm to achieve your legacy. Your business. All of it needs to operate in service of that legacy, otherwise it will just become a profit-driven machine that will ultimately cave in on its principles in order to get that extra percentage or two of margin. A strong brand built around the legacy you’re trying to build will protect you from that.
Download the rest of our latest ebook: The Secret To An Accelerated Branding Process