ultimately, the brand is a manifestation of the strategic vision and mission of the company.

If you don’t have a clear vision and mission, you’re not going to be able to build a strong brand. Because a strong brand is an abstract entity that people are going to want to be part of.

they need to come from the leader - from the CEO. It can’t just be the marketing team saying 'this is truly what our company is here to achieve, or what it’s going to do for society.' It has to come from the top.

the mission can be as simple as 'we are bringing the cheapest groceries to you.' But whatever you choose you have to truly deliver on that promise.

the brand is not just about how it looks and feels, it’s about what it actually does. Otherwise people don’t trust your brand.

The promise of Amazon is convenience, and they always deliver on that. They don’t pretend to be what they’re not, and there’s something magical about sticking with your promise.

look at how much you’re saving in marketing and sales. If you have a strong brand reputation, 80% of your leads might be inbound. If you imagine it the other way - 80% are outbound - think about how many sales and marketing people you would need, and the cost of that.

You can write the best SEO content that people will consume and maybe even request information, but they might know nothing about the company. A brand, however, needs to build relationships. It goes beyond that transactional content.

It’s also very practical when you’re raising capital, because funds will pay more if you have a beautiful brand - it creates the feeling of a more expensive product.

it’s very difficult to calculate that ROI, and justify creating a brand once a company becomes very big. Because the brand has to be rooted in the foundations of the company.