In This Episode:
Rieva and Brian discuss brand perception, and the role of continuous evaluation and employee involvement.
Understanding and Testing Your Brand: It’s essential for business owners to have a deep understanding of their brand, which often differs from their perception. This involves recognizing that customers often have a more accurate view of the brand than the owners themselves.
The Depth of Branding Beyond Aesthetics: Branding is more than just surface elements like logos, colors, or signage. It encompasses deeper aspects such as voice, community involvement, and overall company values.
Branding as a Strategic Core, Not Just Marketing: Branding is the overarching identity and core of the business, while marketing efforts should support and reflect the brand. Using key insights from branding exercises in marketing materials can help align public perception with the intended brand identity.
Continuous Brand Evaluation, Even in Success: It’s important to take the “temperature” of your brand consistently. Resting on your laurels can lead to unexpected declines.