Starting a new venture is very exciting but can be daunting.
The brave souls that start on this journey are continually told that they need a successful brand and its tempting to jump straight into creating a logo. But a logo, however beautiful, is not a brand. Your brand is the sum of everything your business does and the way it does it. Your branding is the visual representation of your brand.
To succeed in building a great brand that people will feel connected with, you have to know and understand what they care about and why. You have to have empathy and appreciate that you’re building something for them, not for you. At its simplest, when you know who you are as a brand you know the principles that guide all of your decisions, big and small, from hiring to advertising.