Over the last four weeks we've explored how focusing expertise enables a business to:
· stand out
· find more opportunities that it wants (and can win)
· be seen as expert
· be more easily referable and less replaceable
· charge more
In today’s ‘Chalkboard Tuesday’ we dive into the role of brand as an enabler of growth.
I'm currently working with a couple of successful businesses that have reached scale up phase. They are successful, but they want to grow more rapidly than their organic flight paths are enabling. Brand plays a key role in this process, freeing up the business critical referral process (84% of B2B sales start this way remember) and building trust, plus recall, in the minds of buyers who aren’t currently in market (95% of B2B buyers).
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