"Are you a fly over brand?" Why brand is the DNA of your business.

Why brand is the DNA of your business.

In today’s business landscape, much of the conversation about branding centers around large corporations with multimillion-dollar budgets. But what about the businesses operating in that crucial middle ground—the emerging mid-market?  

These “flyover brands” are often overlooked despite their unique challenges and opportunities.

Torey Azure, founder of BrandCraft, a Tri-Cities based creative branding agency with offices in Richland, WA and Boise, ID, unpacks this concept in the inaugural episode of the House of Brand podcast. His insights, backed by 30 years of hands-on and consulting experience, reveal how small and mid-market companies can use branding as a strategic advantage, even when resources are limited.

What is a flyover brand?

Just like a flyover state, The term “flyover brand” draws inspiration from the idea of flyover states—the middle region of America often overlooked by travelers flying coast to coast. Flyover brands represent businesses operating outside the Fortune 500 spotlight. These are companies with 25-100 employees, annual revenues between $5 million and $100 million, and localized reach. Their struggles are distinct: competing with limited budgets, scaling effectively, and standing out in a crowded marketplace.

The inflection point: Entering stage two growth.

Many flyover brands are at a crossroads, known as “stage two growth.” At this stage, businesses transition from fighting for survival to building sustainable systems for growth. Here’s where branding often becomes a critical yet overlooked factor. As Torey explains, stage two companies face issues like:

• Misalignment of Vision: Employees may lose sight of the company’s core values and mission, leading to inconsistent customer experiences.

• Fragmented Messaging: Marketing campaigns, sales efforts, and product delivery may not align, creating confusion for customers and inefficiencies within the organization.

• Growth Overwhelm: Scaling operations without a clear brand strategy can lead to stagnation or inefficiencies.

Symptoms of a brand problem.

If your company’s growth has plateaued or your marketing efforts feel ineffective, it might be time to evaluate your branding. Common symptoms include:

1. Sales and Marketing Stagnation: Declining lead generation or a lack of alignment between marketing and sales messaging.

2. Vision Disconnect: Employees struggle to articulate the company’s mission, values, or “secret sauce.”

3. Misaligned Product Delivery: Marketing and sales promises don’t match the final product or service delivered.

Building a foundation for success.

For flyover brands, investing in a strong brand foundation can unlock growth and provide clarity. Torey shares that, at BrandCraft, the focus is on reconnecting leaders to their brand’s core ethos while ensuring employees and teams are aligned with this vision.

“Brand is one of those things that we think is really the DNA of the company. You can't leave it alone,” he says.

Mid-market businesses have a unique opportunity to leverage branding as a tool for growth and differentiation. Whether your company is navigating stage two growth or simply reevaluating its identity, taking a proactive approach to branding can set you apart.

To hear more about strategies for aligning your team and scaling your business through branding, tune into the House of Brand podcast.  

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