Branding: The Other Half of your Go-To-Market Journey

Pragmatic Marketing Magazine, Spring 2017

Those of us who have read The Lean Startup by Eric Ries or gone through Pragmatic Marketing certifications know that fully understanding your customers and solving their needs is paramount to product success.

But after you’ve done that and reached product/market fit, what do you do next? Getting to product/market fit is only half the battle. Breakdowns occur when little thought is given to customer/message fit and how to talk about that product and its brand.

Branding dictates perception and crafts a buyer’s emotional experience with your product. Branding is what claims real estate in the buyer’s mind. Without branding to evoke that emotion, the buyer would have no desire to actually try your product, let alone purchase it.

Ultimately, buying decisions boil down to emotion, and branding is one of the few tools that can influence the emotions of a buyer on first contact with your company and its products.

Click the image at right to read my article.