When’s the last time you asked your customers what they think and feel about your company? Their answer is what makes up your company’s “brand.” You might think the concept of company branding is a late 20th-century business phenomenon — born of mass media platforms. Not really! The old school definition of having a “brand” is what used to be called having a reputation. And having a reputation — or now in the modern slang, having a brand—can be defined as the sum of all the elements by which a person, organization, or company (or country, city, book, food, etc.) is recognized and known.
The elements of a brand are both tangible (a logo, products or services) as well as intangible (the level of customer service, personal relationships, community presence, and emotional benefits of your business). All of these elements work together to consistently communicate to customers your brand promise, which is made up of the brand perceptions your customer’s hold, their brand expectations, and how they define your brand persona. A brand promise is defined as the feeling that your customer gets when they experience your products or services. Brand perception is the way your customer sees the company’s reputation and position in the marketplace. The brand expectation is how your product or service will fulfill the customer’s standards and give value for their purchase. All of these elements create a brand persona — the identity of your company as a living, breathing person with a specific appearance and personality — the face of your business.
There’s a simple way in which you can discover how your customers define your brand—ask them! Here are seven key questions to ask your customers:
1. In your own words, describe what you think our company does?
2. What problem(s) does our company solve for you?
3. What is the one thing we do that you can’t get anywhere else?
4. What makes us different from our competition?
5. What do you like least about our company?
6. What do you like most about our company?
7. If you had to describe our company in three words, which words would you use?
You can post these questions in an email, on Facebook, or call customers on the phone to get these answers. Try to get as many customers to respond to these questions with at least a minimum of 20-25 responses. Their positive responses can become the basis for your advertising messages and sales talking points. Their negative responses are just as valuable, giving you insider information to improve your business and keep you competitive. It is suggested that a brand check be performed every 3-5 years, depending on the speed at which changes are occurring in your industry or marketplace.
Remember, it’s vital that your company brand should not be defined by the internal opinions of you and your staff. It must be based on accurate information and feedback sourced from your customers—the very people who are paying you to stay in business!
Victoria Simpson is the public relations manager for Sequoia Personnel Services (SPS) and its parent company, Cardinal Services, Inc. She enjoys walks on the beach, her 5 p.m. glass of wine, and really, really, cherishes her time reading all those COVID-related alerts issued by Sacramento! Stay safe everyone! She can be reached at 541-315-6163 and at victoria@cardinal-services.com.
"company" - Google News
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Business Sense: Defining your company brand - Eureka Times-Standard
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