“Build it and they will come,” may sound great as an incorporeal whisper from the far depths of an Iowa corn field, but as a strategy it lacks any obvious utility. You may indeed have built a better mousetrap but, in the absence of any clear branding, how will your potential customers ever find your product and, more importantly, believe that it is the optimal solution?

I’m now the monthly columnist on best branding practices for MJNewsNetwork.  Much more to come!

Check out the rest of this column HERE.