Most companies nowadays are “mission-driven,” but many overlook the essential step of ensuring that their internal and external brand is aligned with that mission. A brand that not only reflects, but reinforces your mission is essential — especially for those of us in dynamic, technical, and human-centered markets like healthcare, sustainability, and certain technology sectors.

The reality is that the global marketplace has become increasingly captivated by visual communication and approachable language that differentiates and stands out. You could have the strongest mission in the world, but without a brand identity that reinforces that mission, your organization or business unit are likely missing out on significant market traction and growth (which, at the end of the day, if you’re truly mission-driven, means your company might be helping less people than it could be).

In the competitive realm of the healthcare market, establishing a brand identity that not only resonates with your audience, but speaks to your competitive advantage (your unique value proposition) is essential to building success in a crowded market. With countless providers, biotech advancements, and healthcare treatments available, patients and clients are often overwhelmed with choices.

No matter how experienced of an entrepreneur you are, the investor pitch is unsettling and even the most seasoned presenters will have a serious cocktail of nerves and excitement in a room full of investors. This is especially true for first time entrepreneurs who may be starting their first serious venture.

Every year, there are a few pieces of advice we inevitably give to most entrepreneurs as we listen to their pitches and decide if we’d invest heavily in their ideas.

Say it with us now: a brand is not a logo, a brand is not a logo! A brand is your company’s entire identity. It’s the who, what, why, and how of your entire organization. Let’s dive into the factors that contribute to a clear and aligned brand identity and the return on investment (ROI) of a strong brand for your company or team.