How important is having a clear and compelling brand when you’re looking to scale-up your business? Organisations at this critical stage of growth often downplay the role brand plays.

At the start of their business journey, most founders are fantastic at focusing on their target market and solving the problem their potential customers have. They’ll obsess over details and look for angles. However, as time goes by, this focus tends to change from ‘what is their problem?’ to ‘what is their problem with my product?’

A core tenet of brand-building is to keep your messaging focused and easy to understand. People usually give communications and ads little attention, so whatever you say needs to be simple, understandable and memorable. Not only that, but it must also be attributable to your brand, building memory structures over time.

Building a brand is about creating a consistent and meaningful experience for customers that reflects the values and personality of the brand. I’ll spell it out straight from the start and we’ll work back from there: you cannot ‘build’ a brand, you can just create the right environment and prompts for it to thrive.