Four Critical Steps that Build Successful Brands
Step #3: Develop a gap analysis between your company and customers.
Almost always, there are misperceptions between what a company thinks its customers and prospects want and what they say they want. Identifying these gaps will truly help you rethink your brand strategy and put your branding on the road to health.
Step #4: Develop a new branding approach and program.
The last step is to develop a branding program that addresses the true needs of your customers and prospects. This should be a customer-centric branding program that focuses on their needs, interests and wants. Make promises and keep them in everything you say and do to work toward becoming their sole source.
This is a curious situation. On the one hand, customers are driven by their needs and if you meet those needs, they will stay with your brand for a very long time. On the other hand, companies are driven by sales and profits so they sometimes miss the importance of placing their customers’ interests and needs ahead of their own.
The reality is, customers decide a company’s fate. Why not get on their right side?
Tom Wants To Hear Your Branding Issues:
Tom Marin, Managing Partner of MarketCues, wants to hear from you! Follow MarketCues on Twitter for branding and social media tips - as well as the latest trends. Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit www.marketcues.com. How can he help solve your branding issues?
Note: If you are a printing company or product/services company serving the print-media market, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.
Tom Marin is the Founder and President of MarketCues, Inc., a national consulting firm. He has worked for some of the world’s largest corporations and middle-market firms. Tom’s focus is to help CEOs drive their strategy shifts and strategic growth programs. Follow MarketCues on Twitter. Tom also welcomes emails new LinkedIn connections or calls to (919) 908-6145.