A CEO's guide to building a lasting brand

Branding. For many entrepreneurs and start-up founders, it might feel overwhelming and intimidating.

Before we set sail on this journey, you must have a lot of questions in mind. What is branding? How will this affect my business? Do we have the budget? Do we really need a new logo?

Steering into the unknown is never an easy journey. The branding process, whether a startup, new product launch, or existing business is complex, it involves multiple processes with unforeseen unique challenges that must be navigated carefully. The key to sailing through this dark stormy journey of branding is having the right people on board.

Branding is the culmination of your business' values and the highest ideas of the company in the broadest context of our society and economy. Simply put, a brand is a reputation driven by a collective experience and perception from your customers. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors - Intentional, honest and authentic.

In today’s corporate landscape, the CEO ties many knots. They lead the work that needs to be done and manages the risks that come along with it. They establish the roadmaps for the future and build the blueprint for success.

To survive and thrive, every CEO or Founding member must have a good anchor of understanding why the business exists. We believe that brands must focus on a compelling story by answering 3 fundamental questions or face adrift.

What drives you to be of service to humanity?
How do you add value to your audience?
Who are your beneficiaries and what do they really need?

Brands built in the overlap of those 3 essential questions develop a strong brand presence, driven by their holistic understanding of their audience and their needs. The results are worth the murky journey — a chest full of treasure if you will: a thriving company culture, crucial decisions made easier and a devoted customer rapport. This is one of the CEO’s greatest opportunities to champion their brand values, active employees and a well-designed brand.