For startups and small businesses, time and money are often tight.
But that doesn’t mean you should skimp on your product's branding, says brand building expert Denise Lee Yohn and the author of What Great Brands Do (Jossey-Bass, 2014). "One of the most common mistakes is rushing into the marketplace and thinking, 'I just need to get my product out there,' and then people are surprised on the backend when customers don't come clambering to them."
Luckily, it's possible to develop a strong brand foundation with limited time and cash commitments. Yohn calls this your product's minimal viable brand.
To start, she recommends asking yourself six simple questions, including what you stand for and what customers you want to engage.
For more information, check out the above video.