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.
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.
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.
Denise revisits some basic startup principles and reaffirms why startups succeed, in this post on the Bulldog Drummond blog.
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!
Also you might be interested in my Services specifically designed for start-ups and scale-ups: