Brand as business
HOW TO CREATE SHAREHOLDER WEALTH: BUILD A COMPANY PEOPLE LOVE.
25 June, 2018
Shareholder wealth is not a business input. Shareholder wealth is not something you chase or aim for in and of itself. Shareholder wealth is an output i.e. it happens “as a result of” doing these four things:
1. Build a company people love working for (your staff).
2. Build a company people love doing business with (your business partners).
3. Build a company people love buying from (your customers).
4. Build a company people love having in their community (society).
1+2+3+4 = SHAREHOLDER WEALTH. And this is what strong branding is and does.
Here’s me making the point in an interview …
Branding is not just a pretty graphic charter, an elegant logo, or an original font, it is above all values and an EMOTION that we transmit to the public, that leave a mark on people’s minds and respond to them. If it is sometimes difficult to differentiate yourself in your market, it is always possible to have a unique brand identity if you know who you are and what you offer to the world
Precisely