A college buddy posted that branding just makes your business “pretty” the other day on Instagram. I had to laugh. Outloud. If you believe branding is just a layer of makeup and a spritz of perfume on top of your business, you’re completely missing the mark.
But before I get started, branding is NOT necessary for all companies. There is a difference between building a brand and just selling s***. There are plenty of successful businesses who only need to produce and sell products. These businesses can stay open and functional and profitable for years without ever building a lasting, memorable, or strong brand. Plenty of people get rich off of just selling s***. This business model isn’t going away anytime soon.
Here are the essentials of just selling s***:
- Business plan
- Product
- Sales funnel (optional but suggested)
Notice, I didn’t even mention a logo.
Yeah, that is really it. And as a business owner, it is your responsibility to really sit down and understand what the vision for your business is. Where does your business fit? Are you just trying to sell s***? Or are you trying to build something that connects with your audience in a way that transcends the market? Yes, there is a difference. Let me explain with one the best examples of this: Nike vs other shoe brands.