Who should NOT care about brand?

Transcript

Embedded in this question of who should not care about brand is a misunderstanding of what brand is.

When you think of brand as an encapsulation of a company's meaning, reputation, and customer relationship, then most would agree that all businesses should care about brand.

Now, if you're defining brand as one of its many facets – like you're thinking of brand as a business that has heavy TV advertising or significant social media, then yeah, there are lots of companies, maybe even most companies – that need not do brand marketing.

My local burrito joint is thriving without doing any brand marketing activities. They have more demand than they can supply, and aren’t trying to expand locations

They gain awareness with their word-of-mouth and their window signage. They DO need to care about their brand – their reputation – or they would not have repeat or new word-of-mouth-inspired customers. But they do NOT need to build more brand awareness, given they’re already crushing their business goals.

Do you think of brand as a nice-to-have?

Remember, brand is your reputation and your customer relationship – the essence of how your business thrives. Whether your business is huge or small, take care of it.