Stan DeVaughn is singing a sweet tune in his latest post over at Branding Post blog. In his post about the long distance between “vast vision and a half-vast go-to-market effort,” he zooms in on the lack of a brand. “Hint: It’s not about the logo” he writes.
In my post about short-sighted entrepreneurs a few weeks ago, I thought this was because most entrepreneurs are in love with their ideas and can’t believe that anybody wouldn’t also love them. In fact, these are the same business owners who believe that a great product can sell itself and marketing is something you do after you make a few sales.
One more great tip for start-ups from Branding Post: branding “demands that you see through the target’s eyes, stand in his loafers, and know precisely how he describes and feels the problem you profess to solve for him.”
Wow. That takes a lot of work, a lot of vision and a lot of humility.