Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 28

Whether you’re trying to attract private investors or planning to take your company public, branding is an important first step. You need to build a brand to convince investors that they can expect a respectable return on their investment.

When you’re starting a new business, you’ll be recruiting private investors, who want to see the following:

 Clearly defined products or services that have a reasonable expectation of selling well and generating a profit

 A strong management team with a track record of success or at least the knowledge and expertise to start and run a successful business

 A solid business plan, showing how the business will pursue success

 A clear and compelling brand story

 A culture of innovation to drive future growth

Only after you’ve created a highly successful and popular brand should you take your business public. Branding at this stage focuses on highlighting the company’s track record for success, its future ambitions (such as earnings and profits projections), its innovations, and its ability to execute planned initiatives.