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By Alan Tempest
Today, it is becoming increasingly difficult for marketers
to differentiate themselves from the competition. Providing
the right product, at the right price is a must to stay
in business. However, one factor that is equally important
and so often overlooked is the need to communicate to
your customers what makes you different.
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Branding
is probably a word that is over used and a concept that is
under developed. We all talk about it but how many of us really
spend the time to do it right? Remember these golden rules:
“perception is reality” and “image is everything.”
Branding
is creating a recognizable image and message for your product
or business that identifies who you are and what makes you
different from everyone else. It should be the primary communicator
behind every message you send.
If you
can identify with this need and you are interested in improving
your brand image, you are probably asking, “Where do
I start?”
The most
informative and comprehensive starting point is to do a brand
image assessment. The goal of this assessment is to evaluate
the direction that the company has set forth in creating this
differentiation and the degree to which it is emphasized,
communicated, and supported.
Most
important, this evaluation should include an examination of
the opinions and understanding of your management, your employees,
and your customers. Querying these three influences on their
perceptions of your brand image and on potential enhancement
opportunities can reveal a multitude of productive information.
"Branding
is creating a recognizable image and message for your
product or business that identifies who you are and
what makes you different from everyone else."
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-Alan
Tempest, Tempest Communications
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Management
is the policy maker in your organization and can influence
the outcome of your brand image like no other factor. It is
important to get a read on management’s perceptions
because, often times, the brand image of a company varies
from the perception held by its own top management. The bottom
line: Don’t be complacent by what you think it is, and
don’t stop with management.
Include
your employees in the assessment process. They are your internal
customers and a two-way window to your business. They are
the policy bearers, the ambassadors of your customer service
operation, and the gatekeepers to your business. They can
offer a wealth of information. Just ask them!
As for
your external customers, be prepared to hear them tell it
like it is. They will give you an unbiased opinion about how
your brand image is perceived in the marketplace. Your customers
can even provide some very sound suggestions on how to make
your image more successful.
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