The Power of Branding

In his weekly column "Max's Column" for TBmagazine, Maxim Behar talks about the difficulties and changes in the Bulgarian economy and business and the only force that counts - experience.

Many people in business greatly underestimate the importance of having a brand—whether it’s the company’s brand, their personal brand, or that of their colleagues. “Well, we don’t need anyone to know about us; we quietly do our work...” I often hear this at various business events, and I’m slightly puzzled as to whether those who think or say this realize that we live in a completely different world now.

Of course, many of us, if not all, do our work well... But this has nothing to do with how loud we are about it. Today, a brand needs to be known. Otherwise, if it doesn’t show after searching the internet, no one will believe it’s real. And one more thing: the sole purpose of a brand today is to be known. Everything else is about qualities and content.