Quotes from Laura Busche, Lean Branding

So, you don't have money to invest in your brand? You do have money for damage control, right?Here's the thing: anyone can make your brand inferior in your absence.

Research conquers doubt. It aligns everyone around the incontestable. Research is the key to clarity—in startups, enterprises, and life itself.

Brands play in an exciting sandbox of symbolic meanings.

People change, and so do their aspirations, and so should brands.

Make sure you test your brand story's recipe with whomever you're cooking it for.

Lean brands are the result of continually testing assumptions.

Do everything in your power to make customers go confidently in the direction of their purchase intention.

Brand and product don't compete. Brand is product, and everything else conforming to the unique story that consumers create when they think of you.

Products shouldn't just work well, they must unfold well.

People relate to people, and if your brand feels like people, they'll relate to you, too.

Positioning is finding the right parking space inside the consumer's mind and going for it before someone else takes it.

Your brand story's "happily ever after" involves open wallets.

All human aspirations are opportunities for brands to build relationships.

Everything and everyone represents at least one brand. Therefore, to brand or not to brand is not even a question.

In today's saturated marketplace, you'll go nowhere selling a "bunch of features." We are in the business of disrupting the market with brands that matter.

What is the "Once upon a time" of your brand story? Ask yourself this: "How does what I'm building help consumers close the gap between who they are today and who they want to be tomorrow?