AP Photo/Geert Vanden Wijngaert
Courtesy of: The Fact Site
To conduct a thorough brand review requires much more than addressing the 3 problem areas I'm sharing now. However, as you begin thinking about these problems and their solution, you'll have a better understanding of the key elements of your brand, any problems with your brand, and solutions to those problem.
PROBLEM #1: Do your customers/clients share the same brand image as you?
Some of the tell tale signs that they do not are customer/client comments like:
SOLUTION; Develop a customer questionnaire to probe deeper and ask a few of your ideal customers to respond. You may want to give them a little incentive to do so, like a discount on their next purchase, a free...
What does the auction house Christie’s and the shoe company Tom’s Shoes have in common? They are both “values-driven” or, more broadly, “purpose-driven” brands.
Companies like these have gone past the “Corporate Social Responsibility” mindset of past years, when it was enough for a company to contribute annually to a worthy cause. Instead, “purpose-driven” companies have baked "purpose-driven branding" into their very business models.
In her article, The Purpose-driven Brand for the website Target Marketing, Jeanette McMurtry discovered that Christie’s raised $58 million fo 300 charities in 2014 through its model of helping the seller of art contribute to a charitable cause, By being a “purpose-driven brand,” Tom’s Shoes grew from $9 million to $21 million in revenue in three years.
To better understand why this is so, we’ll dive more deeply into this...
For many more fun facts, go to The Fun Fact Site.
This happens when not enough time and thought goes into fully understanding and articulating your brand. For you as an entrepreneur, your brand is “you” and at the core of this “you” are your core values.
When your branding process fails to include what makes “you” uniquely “you” – particularly expressing and living your core values -- you get a “No-Brand Brand”, a brand that is mushy at best, detrimental to your business’ survival at worst. It’s a poison.
If a “No-Brand Brand” is a poison, a values-driven brand is the antidote. By beginning your branding process with extracting your personal core values, you’re giving your brand a healthy start, one that will result in a brand that will help you...