There is much confusion today about company vs. Brand. Some will argue they are one in the same, others seperately intentities.
My take on it is this...
If you are in a demographic that supports a local "company" delivering local services and your intent is to deliver a strong service to a defined market- company is the way to go. It holds the strong values and ethics of the owner(s) and delivers a solid service at a good profit normally.
Concerns:
If a Brand moves into that space, they usually win over time- due to more sex appeal, pricing advantages and better process.
The concern by many company owners is if they create a brand they lose the values, and ethics of the original company. This can be true if the intent of the Brand is made without some of that original founding fibre. Keep in mine a Brand can financially succeed but not carry a strong moral sense with it.
In summary if you are looking to start a company, beware the aggressive brand that moves into your space- if you are a Brand- beware you bring the ethical and value based elements into your brand.
Both are required to create a sustainable business model
JP
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