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Your Brand From Your Customer’s Point Of View
We’ve been talking about whether or not you had a 360-degree view of your brand and we identified that a brand is like a three-legged stool.
To review, the three legs are:
1. The company’s vision of the brand
2. The consumers’ vision of the brand
3. Where your brand sits in the marketplace
In last week’s post we explored the first leg of the stool - the company’s vision of the brand.
This week, let’s think about your company from your consumer’s point of view.
This is all theirs. What do they know and think they know about your organization? How consistent is that mental picture with their actual experiences with your company?
Remember that in its simplest form - a brand is your promise to the world. To your employees, your vendors and your customers. It is you standing up, hand on heart and pledging something.
And then keeping that pledge.
We all know what happens when someone doesn’t keep their promise. Trust is shaken and eventually broken. Today’s consumers are wary and quick to dismiss a brand or company if they don’t live up to their word. Worse, with today’s technology those disgruntled customers do not just go gently into that good night. But instead, they hop online and tell everyone about your transgression. All because their expectations weren’t met.
The easiest way to meet (and hopefully exceed) a customer’s expectation is to be the one who sets them. But to do that, you need to see your business from their point of view. You have to walk a mile in their shoes. You need to understand what they’re looking for before you can promise them that you can deliver it.
I can hear you now - “I know what my customers think (want, experience, need).” With all due respect - you really don’t. Too often, business people make [...]
Read more at Drew McLellan
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