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Some words are there in our daily lives, but are difficult. They sound unapproachable, they sound esoteric, they sound as if they are in context with the neighbour or even neighbour’s neighbour. ‘Brand’ is one of these set of words. Especially for many start ups and small businesses where the founder is writing the whole story, she finds, ‘Brand’ as a distant relative. While she knows Brand is an important word for the story, but still it goes on the back burner because there are other, more operational things to attend to, apart from the product.
However, there are three things to remember if you wish to grow:
1. Brand is the story, not just the name. It becomes the product. The product never becomes a brand.
2. Brand is a personality you can carve. Chisel and chisel and it will take a memorable and lasting personality.
3. In initial years you drive the brand and later the brand drives you. Then, the brand managers take over.
Give time, attention, love and care to your brand. No matter, how small you want to stay.