DEEP DIVE: Branding for Non-Marketers

Essential Steps for Building a Brand from Scratch

Lisa Lacour is Founder and CEO of The Vault Collective (TVC), a strategic marketing and brand acceleration firm built for innovative businesses looking to grow. A longtime marketing leader with extensive experience building high-growth businesses, Lisa and her team have developed LaunchPad, a program designed for businesses that may not have the time or in-house expertise of a branding expert that provides a low-stress, actionable path to brand success. LaunchPad can help with your positioning, messaging, or phase one go-to-market plan in just two quick weeks.

---

You've established your product offering and maybe even have some clients. Congrats! But now what? 

Although getting into the market is a big feat, many times it’s the easy part. Growing is what’s hard. When new businesses are in "GO" mode, they often throw things at the wall and hope for the best. Sometimes that works, but mostly it ends up becoming a complicated mess of random strategies and stressed-out founders.

If you find yourself here, it's time to take a beat and get organized about who you are and how you solve your customer's challenges. Many high-growth businesses plow through without clearly communicating their value (more on that later) — entrepreneurs tend to see clarity as a luxury when it’s actually vital to your company’s success. 

You may not need a fancy pitch deck full of marketing lingo, but you do need a basic document that articulates who your customers are and how you talk to them. 

Remember, you sell to people, not companies.

The good news is there’s a basic formula startups, small businesses, and solopreneurships can follow to accomplish this. Follow these steps and you’ll thank me later.