Building a brand is everyone’s responsibility in the business

Do you remember the days when the job of building a brand for a business was the sole responsibility of external consultants and specialists, together with a small number of executives in the boardroom? If you have ever worked inside a big corporate, then this will undoubtedly resonate. However, for the entrepreneur, particularly the startup busy building a brand from the ground up, usually with a small budget but big ideas, this is no longer the case. Today, it’s the responsibility of everyone in the business, from the founders to the employees who are along for the exciting startup ride. It’s still great to have expert input and advice from the brand specialists, particularly if they are also startups and know only too well how to maximize creative ideas and equally creativebudget conscious spend and are prepared to walk-the-walk with you. But gone are the days  of remote branding experts controlling a company’s brand-building efforts from behind closed doors - today, successful brand-building is the responsibility of everybody in the business - from the CEO to the sales team. It’s all about creating the best customer experience, making every brand touchpoint count, and everyone inside the company or contributing to it, has a key role to play.