What happens? When a brand-building plan (Brand Plan) that was once overlooked may actually be more important than a business plan (Business Plan).

This is not a rhetorical question or a naive inquiry, but a reality in the business world where digital-age customers often turn to Google to search for stories about restaurants they plan to visit, products, or services before experiencing them firsthand. Even potential business partners looking to invest would want to know your identity or brand before they even care about your business plan.

Therefore, this is why you need to remind yourself frequently that you are building a brand, not just creating a product. Focusing solely on traditional business plans that emphasize numbers—cash flow, income, expenses, and profits—while only stimulating sales through various advertising channels may lead you to a dead end. Instead, let’s explore the brand-building plan, a secret weapon that can give your brand a competitive edge.

What should a good Brand Plan include?

Whenever you think about kickstarting or expanding your business, an essential item to carry with you is the Brand Plan, which serves as a roadmap to keep you on track. Even if you stray, it helps you find your way back. What should be included in the Brand Plan? The first thing is the vision or idea that acts as the overarching roof of your house, reminding you of who you are. Then, you delve into the character of this house—what style it will be, how it will communicate with the target audience, and through which channels to achieve your set goals. Don’t forget the techniques you will employ to help your brand reach those goals.

However, even though the Brand Plan is as important as the Business Plan, it doesn’t mean that the business plan is unnecessary. Ultimately, the Brand Plan is still a small cog in the larger Business Plan.

Decoding the Brand Building Lessons from Elon Musk

Elon Musk has created a new phenomenon in society as the creator of electric vehicles with Tesla, as well as founding SpaceX to transport people and goods to Mars, and establishing SolarCity, a company that installs solar panels for sustainable energy use. His work has not only allowed him to build a customer base but also to create a following.

Reaching this point, known as a genius of innovation, he has taken time to build his brand as a new-age entrepreneur, almost like a hero ready to save the world through innovative, eco-friendly solutions. His customers don’t just appreciate the products or services he creates; they view everything he does as if he were an idol. For example, Tesla Motors is not just a vehicle manufacturer; it’s a cool mode of transport that helps everyone tackle global warming.

In addition to building a strong brand, Elon Musk has created brand loyalty by winning hearts. When his company faced challenges with Tesla cars catching fire, he openly accepted the issue but did not give up, continuing to produce the Model S, which received overwhelming acceptance and became a best-selling electric vehicle in 2015-2016.

All of this is further proof that creating value for your brand in the eyes of customers is not a matter of luck or coincidence, but rather the result of commitment and careful planning to ensure sustainability for the brand. So, whenever you feel weary from building your brand, remind yourself with this phrase: “If people don’t know who you are and what you’re doing, they will never be interested in doing business with you.”