Branding is one of the most important areas of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. Simply put your brand is your face of your business and your personal promise to deliver to your customers. Your brand is derived from who you are, who you want to be and who people perceive you to be.
“Identity is cause;
brand is effect.”
“However beautiful the strategy,
you should occasionally
look at the results.”
What is strategy? How you define your business strategy will determine the future of your business. By defining these goals, you will set the pace and tone of your business. Your business strategy should answer these questions: Why is the company in business? What are we best at doing? Which customers should we continue to serve or start serving? Which products/services should we stop offering, continue to offer, or start offering? Why have we decided on these strategic directions? Having a strategy will develop your business or growth plan to achieve your goals.