Having a product is great but do you have a brand that captures consumer imagination and is built for the long-run?
In the startup world, especially, the focus on short-term growth often means that investment in longer-term elements, ie brand, fall by the wayside. Whether a startup or trillion dollar business, you should never stop investing in your brand.
A brand is so much more than a logo or a colour scheme and your values have to mean more than some post-its stuck on a wall. It's everything you do, say, think and create. It's how you hire, retain staff, build culture, provide solutions to problems and acquire customers.
With increasing competition and greater consumer demand for brands to stand for something, to neglect investing in your brand because it seems too hard, time-intensive, costly or simply, unimportant, is a mistake.
Here are some simple steps to help you think about and build greater structure into the brands you're building and the stories you're telling along with examples of brands who nail purpose and some who miss the mark.