#1 Invest in your brand
“I didn't want people writing checks to Geraldine, so we had to come up with a name.”
It’s no secret that Endiem began by accident. After a successful tenure at Appirio, I was looking for a bit of time out. Well, that didn’t happen! Businesses immediately approached me with requirements and Salesforce was our second customer.
Clearly, I wasn't going to get away with not being a bona fide business and when Houston marketing agency Adhere Creative asked for my input on their clients, they were the obvious choice to build out the new brand. They came up with the name ‘Endiem’; I loved it, and the rest is history. It was an investment at the time, but it’s paid off. When it comes to building a brand, do it right, and you only need to do it once. You can continue to innovate and develop who you are and what you do, but creating a solid foundation gives you a marketing platform and the tools you need from the get-go.
We are super lucky because we still work with the team at Adhere and, incredibly, even have several mutual customers, including Mustang CAT and ENGIE NA. A coincidence or a natural byproduct of working with great teams and great customers?