On today's show brand supremo Andy Snuggs from Future Kings explains why it is vital that you as a startup have a clear idea of your brand. Your brand is so much more than a logo - it is a strategic tool for your business growth. Andy explains how we as founders and startup owners can start to identify our 'Minimum Viable Brand' (MVB). Knowing your MVB is the key to unlocking the growth potential in your business, attracting investment, winning an army of customers, attracting the right staff and ultimately being a success. A brand is not simply stating the function of your product or service - it is articulating the impact you are having, the problem you are solving. Identifying your brand will allow you to get your message across clearly, quickly and with passion and conviction. In this interview, Andy helps us to understand why we need to take brand seriously and why if we do it will give us a massive competitive advantage. And brand doesn't stop with our external audiences it also affects everything we do inside our businesses. Marrying our internal brand with our external brand is when the magic happens. You can no longer think of your brand as merely a visual element of your business, it touches everything, from how you behave, communicate to sell and hire. Andy explains how the team at Future Kings work with startup and scale-up businesses to help them identify what it is that really makes them unique and how they are going to take that information and use it to engage their audiences. This is strategic communications at the highest level and if you are serious about growing your business you really need to know this stuff. So for this week take a step back from focusing on the media headlines and have a look at the bigger picture of your brand. Taking the time to get this right will mean that when you're ready your PR efforts will be so much more effective. Over to Andy, the King of Brand.