The Internet is flooded with blog posts on the subject of brand and branding. And, if you know me, I love to talk branding! So, I know you’re thinking, “Ugh … not another post on branding.” Lucky for you, this is not that post. I’m here to talk about BRAND as an acronym. It has nothing to do with the perception of your business. I see it as a decision-making tool. Whether you’re a new or seasoned entrepreneur, it will help you make informed decisions about your business. 

I came across BRAND while learning about informed consent. I haven’t used it in this context, but recently I was struggling with a decision and, while consulting with a colleague, realized that it can also be used in business. BRAND is a series of questions to ask yourself in the midst of making a business decision (or any decision in life, for that matter):

  • What are the BENEFITS?
  • What are the RISKS?
  • What are the ALTERNATIVES?
  • What if I do NOTHING?
  • Do I have time to DECIDE?

This a foolproof tool, and can be called upon daily. I’ve used it to make many decisions, both large: “Should I make this investment?”, and small: “Should I send this email?” 

Do you see this becoming a part of your toolkit? I’d love to hear your thoughts! 

send me a message: @danieldzn 

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