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How To Talk To “Your Brand” In A Way That Everyone Gets It? | Part Three

November 16, 2016

How To Talk To “Your Brand” In A Way That Everyone Gets It? | Part Three

This Gap Can Be Caused Because:

  • The leadership team doesn’t understand the importance of the managerial perspective in building strong brands and businesses.
  • The leadership team is not aligned on how it wants customers to think and feel about the company, and its products, and services.
  • The leadership team is aligned but employees are not engaged in this mission—usually because managers are not taking the right actions to make sure that the employees know and buy into the brand.
  • Both the leadership team and employees are aligned but are not taking the right actions to cause customers to think and feel about the company and its products and services in the intended way.

When talking about your brand it is important to recognize the difference and be clear about what you are referring to: are you referring to what is already in your customers’ minds, or, what you want to be in their minds. Clarifying and executing on the managerial perspective of a brand is crucial if corporations are to win in the marketplace.

Brand Managers—those usually tasked with executing this perspective—aim to create a unique and valuable position in the minds of customers for your company and its products and services that match the desired position.

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