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?