Brand Feeder #7: Consider What Your Brand Says and What It Does Not Say

The ultimate brand-killer is trying to be something different every day just to close a sale with a different customer every day. No organization is for every pocketbook.

You can build a massive company with a very clear brand (Disney: entertain all members of the family; Ralph Lauren: provide the look of the luxury lifestyle; American Girl Doll: in the little girl business), but you can’t even build a successful small business without people having a clear understanding of the value you sell.

Take time today to look at your brand. How do customers describe the value they receive from your business and what it is like working with your organization? Clarify what your organization stands for and communicate that to your employees, customers, and prospects. Also, clarify what you don’t do and what value you don’t provide. Don’t try to be all things to all people.

Brand Feeder #6: Take Social Media Seriously or Not at All

If you say you’re going to blog every week or every day, then do it. If you say you’re going to post updates on Facebook, then do it. If you say you’re going to Twitter away with tips every morning, then do it. Some companies take social media seriously and have dramatically enhanced their brand. Others talk about taking social media seriously and then people question their brand because their social media efforts happen only very sporadically. Either take it seriously, or don’t do it.

Brand Feeder #5: Do Your Prices Reflect Your Brand Positively or Negatively?

If a person looked at your prices today and compared them to the prices of your competitors, do you feel your current prices would enhance your brand or weaken your brand. Don’t be fooled into thinking people always want the cheapest price. They don’t. They want an appropriate price. If a Mercedes-Benz salesperson told me I could walk off the lot with a brand-new Mercedes for $14,000, I wouldn’t trust him or her. That price doesn’t fit the brand. I would believe something was wrong with the car. If someone charged me $24 for a hamburger, I would question what I was doing there. Do you have the appropriate price for the value you want to be known for? Your price can endear a customer to you or make them bewildered.

Brand Feeder #4: Provide Encouragement to your Employees

Your brand exists in the minds of your customers, but it is built through the efforts of your employees. Do they feel encouraged and supported by you to do their very best work? Somewhere down the road your customers are going to be affected directly or indirectly by your employees. Is there a way you can affect your employees today that will increase the chances they will have a positive impact on your customers in the future?

Brand Feeder #3: Study the Quality of Your Products and Services and Make One Improvement

When the customer unwraps the new product from your organization and tries it out is he or she happy the first time? Is the person still happy after 50 times or 500 times? Does the person brag to his or her friends about the service from your organization? If not, you will end up with a weaker brand than you could have had.