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Let’s assume the following is true:
- Your brand is not your logo but instead it is the essence (heart, true north, reason for being) of your organization.
- A business either builds a brand of distinction or has to compete based on price
- A brand isn’t easy or common. Most companies don’t have the courage to have a real one.
- A strong brand lets you focus on your sweet spot customers and let the others pass you by
All pretty good reasons for creating a brand. But building a brand is hard work. It’s expensive, in terms of time, focus and even money. It requires the attention of your entire company — from the part-time janitor to the CEO and everyone in between.
Is it worth it?
Check out this post over at the Brand Establishment. They make a pretty compelling argument that along with the benefits I listed above…a brand’s ROI includes:
- Increased customer loyalty
- Minimized negative effects of a crisis
- Better marketing and co-branding partners
I’m not saying it will be easy to build a brand. But, when done right — it’s a game changer. And that should be worth the effort and the risk.
