To Brand or Not to Brand
Aug 4th, 2009 | By Scott Trost | Category: featured articles
We don’t need to be like Hamlet, brooding about this question. It is an easy one.
Yes, you must build a brand.
Whether you build a macro-brand or a micro-brand, you must build a brand.
Local or National? Consumer or Referral? General PI or Specialty? All good questions that should have been asked and answered a long time ago.
A brand has equity. A non-brand does not.
It is like the difference between renting an apartment vs buying a home. Rent money simply buys you time in space. Mortgage money buys you property that can be sold later for value.
Competitors buy you out if you have built enough brand equity. If you haven’t, they just drive you out… of business.
Brand is an extra 401K or a legacy for the next generation. It’s your choice which. Non-brand gives you no choice and no future. And your present only lasts as long there is a void in the marketplace. As soon as a dominant brand fills that void, you have no present or future.
To Brand or Not to Brand. That is NOT the question. The question is – are you building one? If not and if you are a good attorney, that would be a tragedy.
