Why is it so important to identify your company’s brand?
Because if you don’t define yourself, someone else will.
In today’s crazy busy world, we are bombarded with information. To create some semblance of control over the information we receive, we need to sort and file the information in our brain in a way that helps us retrieve it. But everyone has a different filing system. Just look at the desks around you. Everyone sorts and stores their information a little differently because that is what makes sense to them. The same thing happens in our brains.
When you meet someone your brain starts to create ways to file the information. Their name, what they look like, what they were wearing, where you met them, information they shared with you – hobbies, kids, interests, etc. – and how you felt talking with them. She was funny. I really liked talking with him. They were confrontational. All of this adds up into an impression that your brain stores for future use.
The same thing happens when people interact with a company. Companies that BRAND STRONG make it easy for their prospects and customers to file or slot them under certain attributes. They do that by clearly telling them what they do, who they do it for, and why they do it better. They also make themselves memorable. If there is something about your company that is unique or memorable, it makes it easy for people to recall your company name when they need a product or solution that you offer. You want that!
But, if your company doesn’t clearly articulate what it stands for, the person still needs a way to slot you in their brain. So, if you don’t tell them how to remember you, they will make something up that makes sense to them based on what they heard, saw, or experienced. And, that may not exactly be how you want to be slotted and remembered. It may not be bad, but it may not be the whole picture. Or, it might be wrong. Or, best case, it might even be a better way of describing you than you have been using yourself. (That’s why I always recommend asking your customers how they would describe your company to someone else. You might see your brand in a whole new light.)
On another note, you certainly don’t want your competitors to be the ones defining you to your prospects!
If you have been in business for a few years, you have a brand. Even if you feel you haven’t done any marketing, you do stand for something in the minds of your customers and others who interact with you. Every interaction you have with someone helps to cement an image in their mind of what you stand for, including strengths and weaknesses. You need to get a handle on what that image is, what you want it to be, and how you are going to bridge the gap in perception, if there is one.
So, have you ever asked your best customer how they would describe your company? Were you surprised by what they said? Did you walk away feeling like they really didn’t know the full extent of what your company could do?
Maybe that is because you didn’t tell or show them clearly enough.
So, tell them what your brand is. Then tell them again. Then show them. Show them every time you interact with them. Now you are Brand Strong.
Have you asked your customers how they would describe your company to another person? Did you like what you heard? Were you surprised? I’d love to hear what you found out.
Photo Credit: Copyright: convisum / 123RF Stock Photo