Brand > Marketing with Lesa Seibert

Before you spend another dollar on marketing, make sure your brand is clear. Lesa Seibert, CEO and co-founder of Louisville branding agency Mightily, explains why brand has to come before marketing: brand is who you are, and marketing is how you say it.

She covers the four pillars every strong brand needs: purpose, positioning, personality, and proof. Examples include how Mercury, Evvy, and Whatnot built intentional brands from day one. Her point for founders: customers are not buying your product. They are buying what it solves for them.

Lesa chairs the Kentucky Commission on Small Business Innovation and Advocacy and writes for the Forbes Business Council.