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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.
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