It's time to consider your core brand purpose
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So often business owners focus on building sales and meeting their growth ambitions that they do not have time to bring their brand on the journey. Then stop and take stock.
This is not just cold, objective decision making nor is it purely about emotive feelings; it is both. Our buy-in comes when a brand delivers what we want, meets our needs but to stay with a brand we have to go beyond the product and be happy, proud or connected in some emotional way to that brand.
We are seeing a significant number of successful businesses that have grown so rapidly that they have outgrown their brands.
Brand naming needs to capture what matters and not just try to be distinctive