Growth
Growing companies and products takes many forms.
Key factors include:
Stage of the company
Early stage
Mid stage
accelerating growth, doubling down on successful channels
Late stage
discovering new channels, rebuilding old ones, evolving
Customer type
Businesses
separated by many factors
Consumers
separated by many factors
Average Revenue Per User / Customer ARPU High ARPU
Low ARPU
Time sensitivity
Short-term deadline
Long-term outlook
Generally, a multiplier or divider of the core value.
Niche-specific qualities influence brand importance.
Personal image sensitivity / visibility
Professional image.
Generally the more commoditized a product is, the more branding can (must) make an impact.