$uccess Without a Brand? Yes, It’s Possible

Here’s the truth. It’s totally possible to generate revenue and have success without a brand. There are many businesses that find some level of success, not because they don’t have a brand, but in spite of the fact they don’t have a brand.

Often times, these businesses have come to the market with a specific product, at a specific time, for a specific audience, and these key factors have aligned. Through that, they have created a compelling offer where that market segments needs or wants what they have. These are foundational aspects of brand strategy that they have inadvertently hit on the head.

The conflict that arises however, is that even though these business have banked revenue in their financial institutions, the revenue of their brand equity has nowhere to be stored. That means there's no consistency in how the brand is communicated, no clear promise in the market, and nothing for customers to identify with or a reason to return.

If you’re aiming for long-term success, it’s essential to build your brand as a place to store that equity. If your business has the resources, now is the time to step back and develop your brand.

With a strategy, you can really juice up your messaging in the marketplace. You’ll be able to discover customer segments you might have overlooked, develop and mobilize your messaging systems, and sharpen your differentiation from competitors. All of these tools will be nothing but helpful toward a brandless business, and may very well give the opportunity to multiply revenues and bank brand’s equity for long-term success and recognition for the years to come. At this point, there’s nothing but opportunity to imagine and success to experience.