The public buys far more than just your products, services and so-called image promotions. Whenever they interact with anyone or anything associated with your business, they are automatically branded emotionally, good or bad, by the totality of your business character. Visit us on Why Branding Is Important For Your Business.
Whether you are a small business or a large operation, it is immaterial. If that brand is found lacking at any time in the customer-relation scenario, their return to you as a future-paying customer will be highly unlikely, not to mention all of their word-of-mouth associations. If that doesn’t get your attention, then you and your business are in trouble already.
Brand marketing and brand character are certainly familiar business terms, but they are business-school jargon, nonetheless. All of those buzz words may sound great at board-rooom presentations and seminars, but often mean something else to customers.
While the highly-paid marketing gurus tell you to concentrate on presenting your product or service imagery, they fail to warn you that it is your organizational brand that does the real imprinting. What’s most notable is that the total character of your particular business imprints that brand on your customers’ emotions, a realm far beyond typical business education. That’s why I believe you should expect every business consultant to possess this kind of perspective.
As every interaction with your public is a so-called “moment of truth” or, better yet, “moment of judgment”, the public knows when they’re being burned by a hot poker; and they judge accordingly. A form of business branding is, therefore, created by you and your organization at every turn. It’s both an active and passive event. The customer merely views it, experiences its presence, engages his or her emotions, and then determines YOUR fate.
So, it’s time to make yourself aware of the quality of your business trademark as much as your products and services. It’s the only way to really distinguish your organization from the crowded and competitive business arena we call world markets!
Obviously every company promotes its products and services to gain market share for the purpose of profit. That’s no sin. Without realizing it, though, a poor organizational brand quality can scuttle that endeavor, especially when it is exposed as an integral part of the market-to-purchase-service process. You can’t hide it. Emotional branding of your customers is especially created or dessecrated with every interaction at every level, whether that interaction is direct or indirect.
So, realization that business-branding occurs all the time is your first step, but a most-important one. While typical brand marketing of a product focuses mainly on product imagery, it is your public interactions that can force all of the expenses associated with marketing that imagery to crumble in a single moment. Point: As your organizational character is reflected, so goes your future success or failure!
In other words, dealing with the public especially exposes your organizational brand for what it really is. In total, every talk and every walk that your company engages in, regardless of size and business sector, refines or tarnishes your business-brand image. Here’s where the true corporate or business character, as displayed by your people in the form or disposition and attitudes, sets you up for profits and losses.
Lose the heart of the customer and all of that development, testing, marketing and expected profits will go literally up in smoke. The key here is learning how to recognize your business brand and keep it shining from within, not just on the surface.
Surprisingly, many highly educated organizations don’t realize WHY their business brand is broken. It’s pitiful to watch. Assuming it’s production or process related, management know-it-all vanity seems to get in the way from seeing the simple truth.