Chapter 17
Scaling Your Brand Identity
IN THIS CHAPTER
Scoping out your scaling options
Auditing your brand to see how it’s performing
Developing a plan to increase brand reach and awareness
Scaling up production while maintaining quality standards
Beefing up your staff so you can focus on higher-level tasks
You built a successful brand. Congratulations! Now what?
You can rest on your laurels and let your brand continue to generate revenue, or you can scale it up to make it even more successful. If you just let it be, sales and revenue could increase on their own, but it’s just as likely — if not more likely — that sales and revenue will plateau, taper off, and eventually decline to a point at which the brand could be declared dead. Like most things in life, a brand that isn’t growing is dying.
Consider Amazon. Jeff Bezos started it as an online bookstore and built it into the number-one online retailer in the world. (Walmart is bigger, but it’s a hybrid online/bricks-and-mortar retailer.) ...
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