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The Lost Art of Brand Building: 5 Questions Every Founder Should Be Living To Build An Iconic Brand
I recently gave a presentation for the Consumer Health Summit (CHS) about the fundamentals of building a long-term, sustainable brand. When I was thinking about what might be helpful to a room full of founders, this was the topic that came to mind because it’s arguably the most valuable asset when building a consumer-facing company, yet it’s often the piece that gets the least attention and the smallest investment.
I’ve seen it time and time again… founders building companies with great product concepts, stories and purpose with no investment in the brand itself. Brand investment is often an afterthought or seen as an incremental spend that is the first to go on the budget chopping block.
As a result, brand building has become a lost art.
As someone who “grew up” working in big advertising agencies with formal processes for building and refining and communicating and living brand, I’m admittedly obsessed with brand building. Whenever I see a new product, I’m consciously and also unconsciously evaluating the brand. Guess what… we all are doing that. It’s a key factor in determining the products we buy, the places we go, the clients we want to work with, the way we see the world.