Your brand is the essence of your existence as a company. It's like your persona is everything defining you as a person. It's how people ...clients/suppliers, employees and investors view you, form opinions of you and ultimately decide whether they want to do business with you.
Never launch a business without understanding what you want your brand to represent and agreeing that you can create and love that culture in your business.
I love watching football...but interesting enough...it's not the CFL (Canadian Footbal League) that I love to watch....it's the NFL (National Football League) that I want to watch...and I am Canadian!!! Go figure....
So the question begs..why is that the case? In my opinion it all has to come down (FOR ME) to branding and how the NFL has determined, established and built their brand. It's highly emotional, highly dramatic, highly intelligent branding that is respected throughout the entire league.
When you think of the NFL...you think of the BEST!
When you think of the CFL...you think ..well..good football
...for the CFL it's about the product not as much the emotion attached to the product and to me that's the basis of a successful brand. When you are emotionally connected to the brand. It then becomes very difficult to lose customers when that happens.
Another example..Would you rather go to DisneyWorld or your local fair? Get my point?
For Startup Entrepreneurs...it all comes down to who you want to be when you grow up. Know that.. Spend some time understanding that before you get too far down the road...and make sure you add emotion to it.
- Rivers Corbett
- Rivers Corbett, MBA is an award winning entrepreneur, speaker, and author of "13 Fears of Entrepreneurs" He has received numerous business honors including Entrepreneur of the Year, Canada's Hottest Start-ups List and Canada's Fastest Growing Companies list through Profit magazine and most recently recognized as one of Canada's 10 Mentor RockStars.. Rivers is presently a member of Startup Canada's National Advisory Council, founding entrepreneur of StartUP Fredericton & the "Entrepreneur in Residence" at the University of New Brunswick. His real joy and expertise is being a StartUP Advisor and "zagging while everyone else zigs"...like his two newest businesses ventures the Relish Gourmet Burgers restaurant chain and TheRockStar StartUP for StartUP entrepreneurs. Oh... he is also the leader of a team of over 25 chefs through his other company The Chef Group. Not bad for a guy who hates to cook. Always looking for a new idea to help businesses' succeed...this is his newest marketing discovery for StartUPs The Lyoness Advantage. "Rivers is a 21st century entrepreneur, he's the one to watch" - Jim Gilbert: Canada's Huggable Car Dealer!