After the initial phase, the tables turn. There is a pivot point where growth is inevitable and investment is required to meet the plan. You can’t sustainably grow a business if your brand hasn’t been thought through.
I’m not just talking about a logo or a pretty picture again, I mean the fundamentals of your brand. A well-architected brand creates consistency so you know how you look and how you talk about yourself. It informs your website, your sales assets and future employee actions.
It even informs your product development — people often forget that your product also needs to be ‘brandified’.
In the world of SaaS, for example, there will be your shop window aka website.
A suspect will learn about you in the awareness stage of the buying cycle. — the why, how, what you do and how it benefits them.
They are then nurtured to consider your brand with a downloadable asset or option to take a trial. At this stage, the now evaluating prospect has registered for the trial, is familiarising themselves with the system and brand. They are exploring…trying to decide if they should buy or not.
Wouldn’t it be odd, if that system looked and sounded completely different to the shop window?! And, the customer touch points with your brand don’t stop there.
After a few days into their trial, they will be contacted by a sales-person to check how they’re getting on and to squash any objections about the system. This salesperson could be the deciding factor in their decision-making process. So, they also need to sing from the same hymn sheet and 100% echo the language of the brand.
As a start-up, you don’t want to confuse people with differing identities. You need one clear voice, one direction. Test it and evolve as you grow but don’t just get out there haphazardly. It works for a time but to grow sustainability it must be coherent.