Chapter 4
Sometimes, the day-to-day job of running a business can seem like trying to shovel smoke with a pitchfork in the wind. When each day is an effort just to maintain control in changing conditions, it’s easy to put off brand building with the excuse that you have too many other fires to put out. But it needn’t be that difficult a chore. Brand building should be fun and enlightening. It should give you a clearer sense of what your task is and how to get it done. It should help you improve your bottom line.
There is a reason why people don’t start businesses and why most business start-ups fail. Business is exceedingly complex and difficult. A business needs vision, capital, organization, a product or service, marketing, ...
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