The Gift of Brand

The CEO of a small start-up company in an emerging technology told me at a Silicon Valley industry event that she didn’t think she had to think about branding her company because “brand is something for big companies.” That is the conventional wisdom: Branding is for Coca-Cola, Apple, BMW, Nike, Bloomingdale’s and VISA, but not for small or medium-sized businesses—especially those companies that aren’t consumer-oriented. What an opportunity missed!

All companies and organizations (even individuals!) have brands. Some are good brands, some are bad brands. Some are quiet brands, some are loud brands. Some organizations make the effort to guide how their brand is perceived, other leave it to the fates—or, worse yet, their competitors.

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