You may hear the word “brand” and think that it doesn’t apply to you. After all, you run a business. And the branding thing? It’s not in your wheelhouse. So, you just go about running your business, and not pay it any attention.
Unfortunately, this is a big mistake. Why? Your brand is the essence of your business. You’ll want to ask yourself a few tough questions to get to its heart, and so you can exude its essence:
• Does your company’s product or service have a strong point of difference?
• Can you summarize your brand into one word or statement?
• Do you build every level of the organization around the brand?