Your brand is your business; it's the presentation of what you are and what you stand for. Your brand is the way you present the promise your business makes to everyone it touches, whether as an employee, an investor, a customer, an associate, or a supporter in the form of a referring source, contributor, or friend.
Your business plan (you do have one, right?) is the blueprint for how you'll achieve business success. It includes the following components:
1 Your company overview, which includes your mission, vision, values, key products, and business goals
1 Your business environment, which includes your industry overview, market segmentation, customer profile, and competitive analysis
1 Your company strategy, which includes your business model, goals, marketing plan, and growth strategy
1 Your company description, which includes the products you offer, your research and operational capabilities, and your marketing strategy
In every one of these business plan components, your brand plays a starring role. It embodies your mission, vision, and values. It impacts your product development plans. It guides your market segmentation, customer targeting, and competitive strategy decisions. It determines what you do and say and how you look and feel. It keeps you true to your business promise.
When you build your business, essentially, you're building your brand, and vice versa. The two are interdependent and mutually beneficial.
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