Why Brand Identity Is Non-Negotiable Right Now

There are lots of $10–$30M businesses out there doing exactly what you’re doing. I’ve seen firsthand how many of them are struggling to survive. Not because their product stopped working, not because the founder isn’t smart enough, but because their brand identity is stale and no longer resonates with customers.

Brand identity isn’t just a logo, a font, or a tagline. It waterfalls down into product assortment, category strategy, and what you’re actually selling your customer. When that identity isn’t clear or compelling, it leads to bad strategic calls that eat time, cash, and customer trust.

I’ve watched startups, all with finite time and resources, make the same mistakes over and over:

Subscribe to Monthly to read the rest.