Perception vs. Reality
The first step to successful branding is ensuring that what you say and who you believe you are, is also how the market perceives you.
Of course, your brand message portrays the best possible image of your business but just because you say it's true, doesn't make it true. We often lose sight of what our brand actually is and how our market perceives it to be.
See if your brand stands the test of perception vs. reality.
- Survey your clients, colleagues, stakeholders, employees and suppliers anonymously and determine if your brand perceptions match.
- Internally, ask all departments to present five to ten ways they can tangibly act out your brand promises. "How do you provide excellent service to customers and how is that different from our competitors?"
The next step is to ensure that what you say and believe are true, is also relevant to your target market. It is not enough to merely present an accurate image of your brand to the market. Ask yourself, "Is that also what our clients and prospects care most about?" Why do they buy from you and not your competitors?
Try not to assume to know what your target market finds most relevant. It would be a waste to invest in promoting a brand promise that your clients - and prospects - don't value.
Source: Go-To-Market Strategies
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