Successful entrepreneur and marketing expert Luke Lazarus recommends focusing on brand messaging as a path to success. With an extraordinary record of building and selling four new businesses in Australia in only 10 years, he counsels new business owners on the proven methods that led to his success instead of continuing as a serial entrepreneur.

Lazarus regards most entrepreneurs as “highly intelligent and generally talented,” but his experience as a consultant informs his opinion that they lack basic skills in branding their business. His solutions can increase their chances of avoiding the high failure rate of many startups.

The importance that Lazarus places on branding appears emphatically in a review of its components in Medium.…