Brand Growth: 12 Things to Consider to Make Your Business Better Before Bigger

Brand Growth the Right Way

Every week, I talk extensively with entrepreneurs and business leaders about brand strategy and brand growth. I love to learn about their experiences, journeys, visions, and where they are in the corporate life-cycle. Often, I ask them where they see the company in the future. Not all, but most of the responses relate only to significant growth in revenue and staff. 

Short-term Thinking Kills Brand Growth

In business school, the focus is on corporate growth. As alumni from the Goldman Sachs 10,000 Small Businesses Program, with the curriculum created by the top tier business school Babson College, the focus is on corporate growth. Scholars must build and submit a comprehensive growth plan to complete the program and graduate. 

I also read many books and publications on business and brand growth (in fact, I wrote one). Many glorify profit-making and hoarding cash. Check out my Top 5 Branding Books for Entrepreneurs. 

Look at the largest corporations in the world. They measure success solely by corporate and financial growth. There is little concern for hurting others, exploiting employees, destroying the planet, avoiding taxes, and even more cash hoarding. 

From what I see, including my entrepreneurial experience, our modern business culture focuses solely on brand growth (increasing revenue and profits) as the end goal and measure of success. But at what cost? And why?

Most people have heard that 80% of new businesses don’t survive for five years. And of the 20% that do survive, many wish they didn’t because they never turn a profit. Growth isn’t bad, but it should be a judicious decision. Infinite growth isn’t logical. If your main goal is corporate growth, ponder these 12 questions to consider a different perspective.

Brand Growth: 12 Things to Consider

• Do you have the processes to improve as you get bigger?
• Why is growth the goal?
• What purpose does your company have?
• Can you justify why bigger is better?
• Will growth add frustrating complexity to an already profitable company?
• Will grow bigger sacrifice product quality and personal time?
• How much growth is enough?
• What are you willing to sacrifice for growth?
• Have you considered reasons to limit growth?
• Is more money the motivation for growth?
• Will higher revenue from growth equate to more profits and income?
• How will growth impact your overhead and profit margin?

With the clarity these questions provide, you can scale and grow your brand in a way that you, your team, and your customers are proud to be a part of.

If you want to make more money, bigger isn’t always the answer. You need to be a better company, not a bigger one. If the idea of healthy, sustainable, and predictable brand growth is challenging, The Propr Brand Strategy Workshop is right for you. The Brand Workshop will clarify your brand’s purpose and mission, unifying your brand and team on a common mission that will support growth goals, marketing efforts, and sales metrics. You can scale your brand, sleep better, and increase revenue.