Brand first, business second

Why your brand should be the north star guiding every business decision?

(Designlabb) -- A brand is so much more than just your logo or the catchy tagline on your website. It’s not even limited to the voice you use in your marketing materials. No, your brand is the big idea that should be driving everything your company does. I’m talking about every single aspect of your business — from product development and UX to sales strategies, communication styles, recruitment practices, and even how you structure your company.

Here’s the thing: people are pretty darn savvy when it comes to brands. They don’t just take your word for it when you tell them who you are. Instead, they’re constantly reading between the lines, picking up on all the little cues you might not even realise you’re giving off.

They form their opinion of your brand not based on what you say, but on what you actually do. And trust me, every single interaction counts, no matter how small or seemingly insignificant.

That’s why having a solid brand strategy is so crucial. It’s not just some fluffy marketing exercise — it’s about creating a filter that you can run every single business decision through. It’s about making sure that everything you do, from the biggest product launch to the tiniest customer service interaction, is all pulling in the same direction.

Let’s look at a couple of examples:

Take Lego, for instance. Their brand is all about meaningful play for people of all ages. But you can’t fully grasp that just by looking at their website or watching their ads. To really get it, you need to consider everything they do — their product strategy, the cool collaborations they do, how they handle press, the communities they foster, their business model, and the innovations they come up with. If you only looked at their website, you might think they’re just another toy company. But they’re so much more than that, and it’s all because of their brand strategy.

Or how about Patagonia? Their brand is all about taking drastic measures to save the planet. We’re talking about suing the US government and even pushing back against the very VCs that helped turn them into a status symbol. These weren’t just random decisions — they were carefully considered moves that aligned perfectly with their brand strategy.

The strongest businesses out there have their brand strategy baked right into their core. It’s not some afterthought or a nice-to-have — it’s fundamental to who they are and how they operate.

Just look at companies like Apple, Google, and Meta (to name a few). You’d be hard-pressed to find much of a gap between their business strategies and their brand identities. They’re one and the same.

So here’s my advice: don’t make the mistake of treating your brand as something separate from or inferior to your business strategy. Your brand should be the guiding light, the north star that informs every single decision you make. When you get that right, everything else tends to fall into place.

Authenticity is key in today’s hyper-connected world. Consumers can spot a disconnect between what a company says and what it does from a mile away.

Put your brand first and let it guide your business decisions. This way, you’re not just building a more cohesive company — but you’re also building trust with your customers. And in the long run, that’s what’s going to set you apart from the competition.

So, take a step back and really think about what your brand stands for. What’s that big idea that should be driving everything you do? Once you’ve got that figured out, let it be your guide.

Trust me, your business will be all the better for it.

Brand first, business second. Always.

Did I miss anything out? Leave us a comment below or shoot me an email at alvis@designlabb.cc.

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