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

November 9, 2016

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

A Brand Is…

First of all, a brand is not a brand name, a logo, an advertising campaign, or even a social media presence. I start with
this statement because these aspects of a brand are often considered to be the brand.

A brand has two perspectives—the customer’s and the company’s (I refer to the latter as the managerial perspective.)

The Customer Perspective

Your brand is what your customers, employees, and other stakeholders currently think and feel about your company and its products and services.

You win with customers when they believe your offering is better and different from competitors, and so provides them with more compelling value.

The Managerial Perspective

Your brand is what you want your customers, employees, and other stakeholders to think and feel about your company, and its products and services. You’ve been successful when, your customer perspective = your managerial perspective.  That is to say, what you want your customers, employees, and stakeholders to think and feel about your company, and its products and services is 100% in sync with how they actually feel.

But, in many companies there is a gap between how leadership teams want customers and other stakeholders to think and feel about their company, and its products and services, and how the customers actually think and feel.

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