A reader asked a great question in response to yesterday’s email:

At which point does a company see returns from the leverage and at what point does it make sense to hire a branding person? I've seen this done too prematurely in most cases but work well for very established companies.

Great question!

I believe branding can create returns at any stage. I think it makes sense to hire a branding person whether you’re just starting out or a whole decade into the business. But the clearer you are on the value you offer, the more impactful the branding work will be — and this usually takes time.

Take a new restaurant, for example—being intentional with your brand early on is not an option (if you want to stay open for more than 30 days 😅). Every detail—the interior design, the music, the menu layout, the lighting, the prices, the way staff dresses and interacts with guests—all of these brand touch points are part of the customer journey, shaping the customer's experience and setting expectations before they even order anything.

Your brand / reputation can set the stage, creating a belief in the mind of your prospect.

The problem I see with a lot of entrepreneurs is that they either don't know exactly what their value is, or they struggle to present it in a way that feels "right".

Overall, the key is knowing when you have something meaningful to share, and knowing how to best share it.