6: Grow Your Brand

Evolve your brand as you grow.

Building a brand doesn’t stop with creating a logo or slogan, or even with your brand launch. Your brand needs to exist and remain consistent wherever your customers interact with you, from the theme you choose for your website, the marketing materials you produce, all the way to how you package and ship your products.

You’ll continue to shape and evolve your brand as you expose more customers to it and learn more about who your customers are and how to speak to them.

Relationships are the lifeblood of brands. Yet, brands often conduct themselves in ways that detract people as opposed to attract them. After more than 25 years of helping brands build relationships with people - and studying brands that have been most successful in doing so - ad agency CEO, Jeff Freedman, reveals how brands can craft and share a story that audiences want to be a part of. 

It’s important to appreciate that you will never have 100% control over how people perceive your brand.

You can tug customers in the right direction, make a great first impression, and manage your reputation, but you can’t control the individual perceptions that exist in each person’s mind (say, if they had a bad customer service experience).

All you can do is put your best foot forward at every turn and try to resonate with your core audience. But hopefully, at this point, you have the tools, knowledge, and resources to start.