Why a Successful Business is Not a "Brand" and the Importance of Becoming a Brand

One of the ultimate goals of every new business is to become a brand. Yes, some might use the term successful, however, not all successful business is a brand. There are a lot of successful businesses today that are not a brand… sales and profits makes a business successful. In other words, once a business is able to continue making sales, make and increase profits then that business is a success. It is as simple as that. The ultimate goals of every business is to make profits and continue to increase profits. However, making sales and profits doesn’t turn a business into a brand just like that. There are businesses that skyrocketed from nowhere into a big business overnight… this is very possible in the world of business. You can create a product that becomes an instant hit due to favorable factors. But becoming a brand does not and cannot happen overnight.

A brand is the image or identity a business projects… it is the perception people have for the business that determines if the business is a brand or not. Apple is a well-known brand, Nike is another well-known brand, Microsoft, FedEx, Amazon, Adidas etc are all popular top brands… yes all these companies make huge profits and are highly successful when it comes to sales and profits… however, they are not brands today because of the number of sales they make or the amount of money they make annually as profit. There are businesses that are not popularly known that are making huge profits as well by selling hot products but a lot of those businesses are not considered brands. A brand is a totally different ball game to success… yes success is one of the elements of a brand, it is a whole different ball game to grow a business into a brand.

If you as a lot of new business owners or small business owners or people who want to start and build their businesses what they want to achieve in their business… a lot of them would say that they want to grow their small business into a big business, they want to build a business that makes a lot of sales and profits… while this is a very good target to aim for, becoming a brand offers a lot more rewards and benefits in the long run than just sales and profits. A lot of businesses are not in existence anymore… a lot of these businesses where top dogs or successful back then, went out of business because they couldn’t make enough sales anymore to keep up with their size, due to factors that went against them. This clearly shows that that there is more to business than just plain success. Success can happen overnight like I said earlier, but maintaining the success is where the challenge is. Sales and profits turn a business into a successful business, but sales and profits cannot keep a business successful.