Regardless of the size of your organization, has the question been asked, “What is the one word you want to own in the minds of your market?? Before you answer, first think about the following:
- What is the overall feeling you want everyone (internally – your employees and externally – your customers) to experience ‘every step of the way’ with your brand?
- What is your brand’s ‘leave-behind’ expressed in one word? Try asking your employees and customers. The answers will most certainly be very revealing and probably varying.
Owning that one word requires that you be conscious and fanatical about your brand and focused on delivering consistently to show up that way. If you really think about, your brand is much more than your logo, image or clever advertising campaign. It is the emotional connection that creates a bond with others. It is a PERCEPTION that is result of the experiences you create internally with your employees and externally with your customers and how you manage those perceptions. Managing perceptions to the one word you want to own is a conscious, strategic and deliberate process that permeates every aspect of your business. Every employee’s thoughts and decisions, every activity and process must support what your brand stands for.
Have you dug deep to unearth that one word you want to own? Is it ‘convenience’ or ‘ease’? Are you about ‘performance’ or ‘quality’? Brands like FedEx (Overnight), Disney (Fantasy) and Starbucks (Inspiration) didn’t get to own the words in the minds of their markets without consciously and deliberately taking the necessary enduring steps to reinforce the impression they wanted to leave. They’ve created cultures and systems and processes to deliver day in and day out. As phenomenal brands, they deliver consistently in very distinctive ways and they’ve worked hard and smart to skyrocket their success.
Think about it! What one word do YOU want to own in the minds of your market? Are you willing to dig deep to find out? Visit www.BrandAscension.com to learn more on how to capture that one word based on your unique Brand DNA of values, style, standards and differentiators. Leverage these to distinguish your business from your competitors. Learn how to engage and motivate your employees to create consistent “Wow” experiences that win customers for life and grow your business exponentially!
Posted by Former Partner Carol Chapman, Principal & Co-founder.
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