If you’re starting up a business, or looking to grow your new venture, a strong strategic brand platform can be used as a compass to guide your decisions about how to get started and then how to grow.  Here is selected content from Denise Lee Yohn, author of the bestseller What Great Brands Do, to help you develop and scale your brand strategy.

Start-Ups Need a Minimum Viable Brand

Denise explains in the Harvard Business Review the core elements of a brand that are necessary to ensure internal focus and alignment as well as external relevance and differentiation.

 

 

 

What Is Brand Essence — And Brand Essence Exercises

Five exercises to help you identify and articulate your Brand Essence — what you stand for.  Brand Essence is often thought of as your brand DNA, the essential value of your brand, or the ultimate role your brand plays in the world.

 

 

 

Startup With Passion, Purpose, and People

Denise revisits some basic startup principles and reaffirms why startups succeed, in this post on the Bulldog Drummond blog.

 

 

 

The Minimum Viable Brand Framework

Denise Lee Yohn explains in an Entrepreneur Magazine interview how start–ups and small businesses can use the Minimum Viable Brand Framework to build a great brand.

 

 

 

 

Scale-Up Your Brand Workbook

This workbook lays out the five steps to develop a strong, valuable, sustainable brand strategy, plus a bonus brand assessment tool.

 

 

 

If you’d like more brand-building resources like this, please join the exclusive list of CEOs, CMOs, entrepreneurs, and other business leaders who receive my periodic emailed briefings. As a thank you, you will receive a free chapter from each of my books, What Great Brands Do and Extraordinary Experiences: What Great Retail and Restaurant Brands Do!

If you’d like to book me to inspire and teach your organization about the Minimum Viable Brand approach for start-ups, or to lead a Scale-Up Your Brand workshop, please contact me here.

Also you might be interested in my Services specifically designed for start-ups and scale-ups:

  • Brand Diagnostic — A diagnostic evaluation of your brand to assess its current strength and to identify opportunities for brand-building and growth.
  • Strategic Brand Platform — Development of the strategic building blocks that create a strong, differentiated, valuable brand.