Do I need branding for my business?

The immediate answer is yes; in fact, branding is not something you need but something you already have.

The first thing to understand is that branding is your whole business’ identity. From how it looks (logo, website, etc..) to its way of thinking and tone to communicate with the world. 

Just like a person, a business is born with an identity. From the minute you have the idea, you start creating a business identity. As the author of the idea, you shape your business’ identity when you take any decision.

If I already have branding, what do I need?

A business’ identity, like a person’s identity, needs work to become something great.

To put it into perspective: have you heard your favorite singer’s first song? Have they changed through time? Some artists evolve and attract their audiences by producing relevant music. Others don’t develop and therefore are not or don’t stay relevant.

In some cases, singers damage their own image with the way they act. In other cases, producers and marketers behind the music have a lot to do with the singer’s success or failures. The best artists reach a sweet spot between a great personality and talent that makes them easy to market and reach their audience.

I am trying to say that, like singers, great businesses need help developing their identity and products/services to make them easy to market and reach their audience.

So, do I need help to work on my identity?

The quick and dirty answer for this one is yes, but obviously, there is more to that.

Following the singer’s example above, most singers have a team behind them, helping them explore their personality, get motivated, and produce the best music they can. Not many people or businesses develop an identity and stay on track on their own. In the end, everybody needs somebody to talk to once in a while.

To create a robust identity, you must look deep into yourself. If you have more than one manager, this can be difficult to do, as there is typically more than one interest. In any case, having somebody who asks the right questions and knows how to guide a productive conversation is advised.  

Finally, it is important to have a team that understands you and helps you reach your and your business' goals. At the same time, it is necessary to have a team that can produce what you need to communicate your business identity with the world.