For Subscribers

Savvy Startups Like Casper and Brandless Are Investing in Brand Image First -- and You Should, Too

Product used to be king, but in today's fast-moving, copycat-filled world of business, a strong identity can be the key to success.

learn more about Leonard Sherman

By Leonard Sherman

Viktor Koen

Opinions expressed by Entrepreneur contributors are their own.

Suppose you've got an idea for a great new thingamajig. It could be anything -- a luxury candle, affordable college education or a product to prevent male pattern baldness. You can't get the concept out of your head. You have to bring it to life. But you have no prototypes, and no experience with the intricacies of industrial design. No understanding of production and distribution. No web design experience. No detailed market projections. No money.

Related: Branding Boot Camp: How to Develop Your Brand Strategy

Continue reading this article — and all of our other premium content with Entrepreneur+

For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:

  • Digestible insight on how to be a better entrepreneur and leader
  • Lessons for starting and growing a business from our expert network of CEOs and founders
  • Meaningful content to help you make sharper decisions
  • Business and life hacks to help you stay ahead of the curve

Related Topics

Editor's Pick

Have More Responsibilities at Work, But No Pay Bump? Use This Script to Get the Raise You Deserve.
Black and Asian Founders Face Opposition at All Levels — Here's Why That Has to Change
Business News

A 4-Day Workweek Could Be a Reality in the U.S., Research Reveals — Here's What Might Move the Needle

Most U.S. managers already support a four-day workweek, according to data from Robert Half.

Leadership

This Matchmaker Won't Apologize for Her $50,000 Minimum — Here's the Secret Weapon She Uses to Play Cupid

Barbie Adler founded Selective Search, a luxury matchmaking firm, in 2000 — and has brought together nearly 4,000 happy couples since.

Starting a Business

3 Things I Learned in the First 3 Months of Starting My Company

Starting a new business comes with financial, technical and employee-related hurdles that one may not think to plan for ahead of time.

Marketing

How This Podcaster Gets 10 Million Downloads A Month

Jordan Harbinger built a massive podcast audience. Here's what he did, and what other podcasters are overlooking.