How to determine the development strategy of the company at startup

Starting a de jure business is easy. Decided on the type of service, chose the legal form, registered, received documents and stamp - and then what? For a firm to operate de facto, it needs a strategic development program.

Brand - goal or development strategy?

Every entrepreneur wants his company to become a full-fledged brand. Therefore, many start the company’s start by ordering the creation of a brand book and conducting a powerful advertising campaign. On the one hand, this is correct, because without advertising no one will know about you. A corporate identity is best implemented from the very first day of working with partners or customers. On the other hand, the goal of creating a brand will be impossible if the development of the strategy does not take into account such aspects as competitiveness and working with the internal and external public of the company.

A brand is fame, respect and relevance. Agree, all these are good goals and a significant reward for the work done. But in order to follow the same path that the leading world corporations (Coca-Cola, Sony, Mikrosoft, etc.) have gone in their time, we need a clear plan. How to create it?