Go from Start up to Grown up
To establish momentum and build credibility in the marketplace, a start-up brand must help a company attract venture capital, recruit employees and explain its product and business model. But as a company achieves substantial scope and scale, its brand should evolve to reflect its new stature. The brand needs to reflect a stronger, more established competitor and incorporate attributes that can support future growth and strategic evolution. Sustaining momentum requires changing the conversation to focus on achievements, long-term vision and enduring values.