INVESTING IN YOUR BRAND PAYS DIVIDENDS NOW & LATER

Most of us are saving money for our future retirement. It may be a little or it may be a lot but if we have any financial sense we know that in order to have resources for when we no longer are working, we need to save some money now to have a future return on that investment.

So why is it that so many small- and medium-sized businesses and organizations don't think that way when it comes to investing in their brands? Why do so many of them prioritize so many other pressing concerns over making sure that their organizations' brands have strength and resonance to deliver sales now and in the future?

It likely comes down to not understanding the return on that initial outlay. Here's what we can tell you:

• An organization with a strong brand and a clear value proposition is much more likely to be well understood by their customers and competitively reviewed as an option by their potential customers
• An organization without a clearly understood brand will not be understood or preferred in the marketplace
• An organization that invests now in building its brand through clear communications and marketing that are based on an understanding of what its current and potential customers want and need are more likely to see a faster return through higher sales

The question is why are you not investing more in developing your brand today? Like saving for your retirement, you can't afford not to do so.