Everything takes a backseat to revenue. Not to say that running a business doesn’t involve a lot more than cash flow, because it does. But no business survives without making money. And if what you’re doing isn’t in some shape or form building a path to profits, you’re on a short runway with bad brakes facing a steep drop-off.

 

Success is defined by many things. However, none has a greater effect on long-term survival matched by consistent growth over time than brand health. Once you understand that your brand is your business, that they are one and the same, even an inferior company can scale past higher-quality, deeper-pocketed competitors — and with complete confidence.

 

Market share is won through capturing attention and building a positive reputation; audience relationships determine who wins in a free marketplace. Crafting a strong identity, reaching your target customer, and converting interest into sales is what ultimately drives revenue. Brand encompasses all these things.

 

So, don’t dismiss the power of a well-planned brand strategy. Or establishing on-point brand guidelines. Or a unique and expressive brand graphics package. Likewise, never underestimate the power of advertising and the communications you put out into the world, internal and external facing. Those that capture your audience’s attention and move both established and new customers to seek you out are the only solutions worth noting.

 

Sure, you can make it in business without a strong brand. But you’ll never achieve greatness (no matter how wonderful your product or service is). That’s because people wouldn’t have been compelled to give it a chance, or to become advocates on your brand’s behalf. And unless you’re a Fortune 100 to 500 company, our guess is you don’t have the capital to blanket the world with your message. So, half-measures are wasted efforts.

 

Every dollar counts. Which means every customer touchpoint does too. You can’t afford not to capitalize on each opportunity presented to you — to stand out and earn your way into people’s conversations. And we all know that word of mouth is the greatest form of advertising. But, without well-conceived, data-driven, captivating communications promoting your brand, product, and/or service, there won’t be many mouths talking, and even fewer ears listening.

 

Branding and marketing are every business’s secret weapon. From startups to industry leaders, it’s been proven that a unique go-to-market strategy, coupled with spot-on branding and captivating marketing solutions, is exactly how small companies grow into big ones. It’s how all organizations, great or small, stand out and continue to acquire more market share. It’s how you win… consistently.

 

To earn more, you must be memorable. If people don’t notice or care enough… if they don’t remember, how will they ever consider you when the need for your product or service arises? It’s quite simple. They won’t.