Seek Market Fit, Not Branding

For entrepreneurs, finding the right fit in the market for your startup is essential. Before ramping up marketing programs, assess your fit in the market so marketing dollars aren’t wasted on premature campaigns.  Without the right market fit, no amount of branding will overcome a misaligned offering.

Forget branding and develop a focused product or service that your customers can’t live without.  This is not to say you shouldn’t have a positioning statement for your company.  A positioning statement helps identify, create, and capture markets.  Avoid branding until your market fit is established.

Once you’ve placed your stake in the ground and the majority of your customers say they couldn’t imagine doing business without your product, you’ve found your market fit, and an enviable one at that.  From here, ramp up your branding efforts to build loyalty, create barriers to entry and grow your business!

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