November 24th 2009
( From Lisa Nirell) A brand is your basic identity. It is based on proof, a track record of what you are great at.
You are wasting money on a branding exercise in a start-up and in a declining business.
In a start-up a better use of funds is to spend time gathering and writing great client case studies.
You would be looking for patterns in client behavior, their emotional response, and how they talk about you. Your challenge is to get the story straight.
Your brand is phrased in the voice of the customer. (This is separate and differs from marketing , which is how you attract customers.) In our experience many companies seem very divorced from their customers.
Why do you want to build a brand?
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