Brand Relevance—Do you have it?
In "Brand Perception vs. Reality," we talk about how the first step to successful branding is making sure what you SAY and BELIEVE you are, really is how you are perceived. But wait...there's more!
Yes, accurately portraying the brand image to the marketplace (one that you daily deliver on AND are recognized for) is an important step to a successful branding effort. But, it's not enough. Once you confirm you are who/what you say you are, you must ask, "and is that what our customers care most about? Is that why they buy from us and not the 'other guy'?"
This may seem obvious, but we find it is the question that companies most commonly do not address (that is, at least honestly address). In fact, when we run polls, as we help our clients develop brand strategies we find that often a customer might agree that the company delivers on its stated brand promise...YET, when asked if this is the key reason why they buy from this company, the ranking drops and other more relevant things they value emerge.
What a waste! The brand promise you project should be the brand promise your customers most want. Otherwise, your investment in branding is diminished. You must find out why they buy from YOU and what they find most valuable in working with you. You must ask the question.
AND, don't try to answer this question yourself! Ask your customers. Ask your prospects. Ask your colleagues. Ask someone...other than YOURSELF! You know what happens when we assume.
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