B2B businesses typically fail to think about branding in the larger context of how it builds thought leadership, establishes credibility, raises awareness, and organically drives sales and new business growth.
Let's face it. Lebron James, Dwayne Wade, and Chris Bosh (Notice the Miami Heat connection?) are all great players, but without Eric Spoelstra as head coach the dynamic trio are essentially useless as a team. Steve Jobs, founder and CEO of Apple, but without his Board of Directors, CFO, and other executives, Apple couldn't become the giant that it is today. Likewise, President Obama is our president whom we put our trust in to effectively run our country, but without his team of advisors and economists, he's useless alone. Get my drift? No man is an island. We all need coaches to guide, direct, navigate, and check us. Even the best of the best needs a team of coaches or advisors or economists, if you will. Otherwise, the man as an island becomes ineffective. The same logic applies in business, but it's startling to see the number of small to mid-size businesses and organizations who go at it alone. They spend the time developing the business, painting the picture of how the vision is to be carried out and what it will look like, yet are not equipped with the tools (coaches) who will provide the color to paint with.