Resources  >> Branding and your business model

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  February 03, 2009

Branding and your business model

Just finished up a fabulous project for a client who faced a common dilemma: her brand didn’t fit her business model. How’d that happen? She went to a so-called “branding expert” who described her uniqueness with language her target market wouldn’t buy. Yes, it was accurate — and clever. But the positioning also limited her business model to a market hit with double-digit spending cuts in 2009 (and probably 2010). Thank God she had the good sense to not implement this potential train wreck.

Moral of the story: accuracy is not a strategy. A profitable brand applies your passion to your target market in order to implement your business model. If your brand doesn’t generate interest in what you are offering, what’s the point?!? You better believe I’m gonna rant about this and more at the upcoming Here’s the Deal call on business models next Tuesday, February 10th. Click here for more details.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.