When it comes right down to it, we are in business to make money. But unless you know the true essence, the core of what your business is all about, you will be commoditized to the lowest price or the easiest solution. And in a market where many new businesses fail, that is a death sentence.
Having a clear brand strategy enables you to do everything else in your business so much more easily. It guides you down what products to offer, how to price them, what your logo should convey, what experience your website should evoke, even what colors you should use. Making such decisions without a strong brand foundation is akin to throwing darts at a moving target – and at that point, you will waste a lot of time and money with designers, website programmers, manufacturers, etc. because either everything will look good or nothing will. Without a guidepost, any road looks like the right one, even if it leads to a dead end!
