If you’re like a lot of companies, you may think great brands can be intentionally made. No matter how hard you may try – you come up with an idea and try to control how the public uses that idea – ultimately your brand will be determined by that audience, NOT YOU. All you can do is deliver or not on the promise of why that idea exists. How well you deliver, influences your brand. That authenticity is what you have control over. How it is perceived is what the public controls, and that perception is YOUR BRAND, like it or not.
A great differentiator is over-delivering on the promise. Make the buyer an advocate of your brand. Position your idea so that it is perceived as the leader in your category. Taking a leadership role and delivering on it is very compelling to a customer. Making their experience more than their expectations and satisfying their appetite for a solution to their needs grows your brand.
A pretty new image can’t cover up a bad brand. Fixing the problem FIRST then delivering on the promise, makes your brand experience compelling. How many of your peers are having slow sales, slow traffic, etc. and they’ve decided to “re-brand”. They believe that a new face will solve the issue. They’ll see when nothing changes.
What are you doing with your brand?
A brand do not change the business’s reputation. One has to make a good reputation in the market to do good business.
Shipu,
Your reputation IS your brand in the marketplace.
If you work hard at developing a great reputation, your brand perception will be positive.
it’s your reputation and how you handle yourself among the clients and competitors that spells the difference.
It’s that attitude Vik, that will build a great brand.