Branding irons from the 1910s. (Photo credit: Wikipedia)
We spend time, money and creative effort to come up with our brand positioning; the distinctive personality that differentiates our product or service from “them.”
And then your prospects or customers have the nerve to decide for themselves who you are and what you stand for! So unfair. So aggravating. And yet, so often the sad reality. (Sidebar: Do you also wonder why reality is usually described as “sad”?).
For example, you brag about your state of the art equipment, the attention to detail in every product you sell. That is what you tell the world in your marketing efforts. And what do you overhear a prospect telling someone at a trade show? “Oh, company X…they’re always the most expensive.”
So obviously there can be a disconnect between what you are attempting to say—value—and what people are hearing—pricey. And sometimes there is simply nothing you can do about it; your reputation takes on a life of its own. But the more distinctive your brand story, the easier it is for people to hear your message, instead of creating their own version.
If you want to be the master of your product’s fate, you owe it to yourself to craft a brand image that comes out of who you are and one that people can agree with. You must tell your brand story compellingly and repeatedly. It must be a message that people can relate to and understand. It should be distinctive, logical and emotional. And if that seems like a lot of work, well, it is.
Got the idea?