Branding Is Everything… And More.

Your Past, Present, and Future Telling Your Story For You

Whether you like it or not your business’s current success is a result of your brand. I think this is awesome. Why? Because no matter where you are on your business journey, branding is the compass. It’s the starting place for all conversations: from you to your customers, from you to employees, from your customers to your customers. Most people think branding is just a logo but the truth is that that’s just one small aspect of it. Branding is everything… And more.

“Whether you like it or not, your business’s current success is a result of your brand.”

This is a universal truth. I will fight a bear about this. That’s how true this is. Whether you’re scraping by for the 5th year in a row on payroll or lounging on your yacht as you check in to Cabo; thank your brand.

They’re brand alone is worth an estimated $74 billion. That’s more than Budweiser, Pepsi, Starbucks, and Red Bull… combined. 94% of the world’s population recognizes the Coca-Cola brand. 94% OF THE WORLD. Just take a minute to imagine 6.58 billion people knowing your name, your story, and what your purpose is. It’s ok, I’ll wait.

Mind blowing right?!

Now take another minute (you should actually take a few) to think about your business. The common goal of all businesses is to get more customers, is it not? The challenge is that those customers that we want are strangers to us. And I mean all our customers, the ones that are buying from us and the ones that aren’t (because we all put that in our business plan right – “our product/service is awesome and anyone can use it so everyone is our customer!).

This is the primary function of brand. Is bridging that gap between your business and those strangers that you want to become your customers. Your brand (and it’s greatest value) is what it says about your business when you’re not around to tell it. It’s your unique story. It’s your promise. It’s your value proposition.

It’s everything… and more. So much more.

Matt Higa is the founder and CEO of Pineapple Empire. A creative agency focusing on helping entrepreneurs and startups build, grow, and conquer. Follow us on Instagram for a daily dose of motivation and inspiration @getpineapple.