One of the toughest challenges we face is convincing business owners that having a healthy business does not mean they have a healthy brand.
Even if your brand is not strong, it is very possible
that you have a very healthy business. Think about the wholesalers in the
wet market. They make wads of cash. But as far as branding is concerned, zero. Well, near zero.
The opposite is also true. You can have a very strong
brand but your business may be weak. Businesses close down even when they have
strong brands. Brands die due to mismanagement of business.
It’s tough to convince these business owners because the
cash is there. It’s proof of their success. Sometimes they confuse the switch
to focus more on the brand now as an admission that they made a mistake
previously.
But it’s not. It just means shifting the focus more now
and building on past success.
Are you building a brand?
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