Is it really worth working on my brand at this stage? - This is one of the most common questions I get from entrepreneurs.
Well, it depends.
The answer is YES if if by working on your brand you mean getting clarity on your purpose, on the consumer/client you'll be serving and how you intent to change their lives. (also important to consider it if you are preparing to share your idea with possible stakeholders - investors, co-founders, etc - and want them to "get it"). In this case you will fully benefit of the process of branding:
- You'll get extra clarity on your business, your customer and how to find them
- You'll get a clear direction to follow and a compass to all your marketing activities
- Annnnd you'll get a visual identity that translates all that visually.
But, if by working on your brand you mean having a logo, picking a colour palette, and building a website, the answer is not necessarily. Because quite often you DON'T NEED all of them to get started.
So the answer is in your need, and the difference, in the process.
From my experience, investing on a branding at the early stage actually saves you time, energy and a lot of money, because it helps you FOCUS on the right elements for YOUR business !
Here is a Brand Story to illustrate:
Collective Brains was designed nearly 3 years ago and only now the company is launching its product.
As often happens, the business was born out of a core believe and it had clear a scope: it would be a digital platform to bring together thought leaders from different areas to discuss the future of education and work. They believed on the power of collective intelligence to shape the future of education and work.
As the organisation started to take shape and the experts started to join, it became clear that there was an opportunity to go beyond. This week, Collective Brains has (re)launched as a digital platform to connect industry thought leaders and YOU through mentorship programs.
As the core belief and branding informed the design, there was no need for redesign. That is the benefit of working on your brand at early stages: you create a brand connected to its purpose, not to a product.
What about you?
If you have a business, when have you started working on your brand?
And if you are considering having a business, what are your thoughts? Any questions? I'd be happy to answer them.