Branding for the sustainable startups

Why do small or sustainable brands need branding? The book called Brand the Change by Anne Miltenburg mentions this problem in her book, providing a perfect branding strategy with lots of successful and useful examples from all over the world, from Tony’s Chocolate to the Cancer Research Institutes. According to my knowledge about sustainable marketing, the cause of your startup or organization is definitely very important, as well as how you deliver your message to your target group. So while reading this book, I also hope to learn detailed strategies and their implementation too. So let the journey begin.