Reilly Newman | Most small and medium sized businesses think they have a “brand”…
Sure, you may have a collection of impressions (some hopefully good and perhaps even some bad ones) that your customers have when they think of you. However, while impressions are a part of it, this isn’t a brand.
In order to have a properly created brand, you must start with strategy.
Without this deliberate “thinking”, it is impossible to have a brand.
It’s like starting a roadtrip without directions or a plan. Sure, you will wander around a bit finding your way (hopefully), but you do not have an actual “roadtrip”. What’s your destination? How are you getting there? What do you need to get there? Wandering is not a destination. Wandering is not a result. And a healthy business demands results.
To be of a deliberate mindset is to be thinking strategically. By first doing this, you naturally will begin the journey to crafting a brand. A brand that goes far beyond just accidental impressions, but is a tool for you to leverage and use to your benefit.
If you’re not doing this, then you don’t have a brand. You are aimlessly wandering and may even find yourself back where you started rather than where you wanted to be.
Not sure if you have a brand or not? See our article on Brand Clarity.
