How brand impacts your growth

Hi there - I hope you enjoyed the first of four knowledge bombs from Bill last week.

I seriously cannot emphasize enough how important brand is to your overall GTM strategy (and execution).

My personal investment in brand allowed me to punch above my weight class almost immediately.

And when I’ve worked with clients who haven’t invested in brand…I can confirm it hurts both their demand gen and their pipeline conversion rates.

Let’s keep the conversation (and learning) going! 👇️ 

In business, perception is everything. Read this again. ⏪️ 

How people see you determines whether they trust you, whether they want to work for you, and whether they want to buy from you. That perception begins—and ends—with your brand.

For many small businesses, brand feels like a vague concept reserved for elite or large companies.

In reality, no matter your size, your brand is working for or against you, and you can influence that through perception alone. Positively affecting challenges like recruitment, fundraising, and attracting larger customers.

This week, we’ll break down what brand is and how focusing on perception can help you solve some of your biggest pain points.

“What is Brand, really?”

At its simplest, your brand is the promise you make to the people around you–customers and employees.

It’s the gut feeling people have about your business, shaped by every interaction they have with you—your website, your product, your leadership inside the company, etc.

Think of it this way: your brand is what people say about you when you’re not in the room. Scary right? Hopefully not. 😄 

• Brand is not just your logo. Your logo is an important symbol, but it’s just one piece of the puzzle. Your brand encompasses your mission, vision, values, and the emotions you evoke in customers across every touchpoint.

• Brand builds trust. Whether someone is a prospective customer, investor, or employee, they’re asking the same question: “Why should I choose you?” A brand that looks trusted, and is trusted leads the pack.

• Brand creates clarity. When your brand is clear, it aligns your team internally and communicates a consistent message externally. When everyone is rowing in the same direction, momentum compounds.

“How will brand impact my growth?”

Recruitment

Never underestimate the power brand will have on attracting your future best team members.

Talented employees want to work for companies they admire, trust, and align with. This has always been true and will continue to be. Don’t just take my word for it; it’s referenced more times than I can count in our post-project interviews on YouTube.

• A clear mission and polished image signal stability and purpose—qualities people want in an employer.

• Your brand tells your culture story. People don’t just want a paycheck; they want to belong to something meaningful. If your brand reflects your company’s values and vibe, you’ll attract people who align with your mission. (P.S. Your mission doesn’t have to be saving the planet to gain alignment)

➡️ Action: Take a fresh look at your external presence across your website, social channels, and anywhere else you show up, and ask yourself… does it reflect the kind of company you strive to be? Or is it generic, outdated marketing noise? Would people want to join when seeing your brand in the wild, without speaking with you?

Fundraising

Raising money isn’t just about your financials—it’s about trust, vision, and momentum. Investors are betting on more than your product or service; they’re betting on your ability to build something with impact.

A polished and intentional brand communicates that you’re serious about growth and are prepared to take on the challenges ahead. Without a decade’s worth of healthy EBITA growth, brand is what helps you punch above your weight class when it comes to fundraising.

• Professionalism equals confidence. An inconsistent or junior brand will make investors question your ability. A polished, professional image conveys that you have your act together. Remember, perception is everything.

• Brand tells a bigger story. Investors want to know why you’re the right team to solve the problem you’ve identified. Your brand is how you articulate that vision and make it tangible.

• A strong brand creates differentiation. Investors are comparing you to other opportunities; your brand will set you apart by highlighting your unique value and approach with clarity.

➡️ Action: Ask yourself… Does your pitch deck, website, and overall communication reflect a cohesive, professional identity worthy of investment?

Attracting New Customers

Customers have more options and opinions than ever. Decisions are often made based on impressions versus testing various solutions.

A strong brand creates trust before you even speak to a prospect. Your brand shows them who you are and why you’re worth their time, money, and loyalty.

• Brand consistency builds recognition. When your brand looks and feels legit across all touchpoints, it reinforces your credibility and makes you more memorable.

• Customers buy brand. A differentiated, professional brand attracts customers and makes customers feel like they’re in capable hands–reducing friction in the decision-making process.

• Emotion drives decisions. Even in B2B, people choose brands that make them feel inspired, secure, or understood. Your brand is how you trigger that emotional connection.

➡️ Action: Consider if your brand looks, speaks, and promotes the same features as your competition. If it does, developing a unique brand is a clear opportunity to help you stand out among your competition. Don’t blend in - stand out. 

Bonus point: Commanding a higher price

Your brand isn’t about making your business look good—it’s about impacting your bottom line. A strong, consistent brand will justify premium pricing by creating a perception of value. It’s why we all pay more for Lululemon, Apple phones, and… insert your favorite brand here. 

We pay for brand, even when there are alternative options with the same features. Intentional branding in B2B will create the same effect.

Takeaways and action steps…

• Ask yourself, “Do I feel confident when sending over my pitch deck and website to investors or customers, or do I find myself apologetic on the suffering visual identity, hoping that my product and sales ability will make up for it?”

• Consider how your pricing does or does not align to the brand perception you are delivering. Does your brand feel premium and you’re undercharging, or, more often the case, does your brand feel underwhelming and your pricing feels too high in relation?

• Download the first chapter of Conquer Your Rebrand for free. It includes the incredible forward from Crossbeam CEO Bob Moore, a two-time founder who began as a brand non-believer and became a brand evangelist after his first company’s exit.

In part three of this series, we’ll turn the corner on brand and discuss a few key activities that occur in defining your evolved brand.

Hint: strategy and process are far greater than pixels.

Want to learn more about how I help startups increase their revenue by 150-590%? 👀 

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With love and gratitude,