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The business owner might try to take care of everything themselves and co-ordinate the various suppliers. More likely, they tend to rely on one or two suppliers, such as an agency helping them with their branding, to fulfil all the functions that impact branding – namely, intellectual property and other laws, digital marketing, social media, IT, PR and communications and so on.
In my experience, business owners often lack clarity on what “branding” really means. Many assume that the supplier helping them with a new logo or name will take care of far more than falls within the remit of a design or marketing agency.
The business owner is effectively the brand manager by default, but due to their lack of skills and specialist insights into brands, they reduce the effectiveness of the brand and its efforts to achieve increased sales.
Business owners that lack...