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Branding Checkup: 3 Questions to Ask Yourself
Just like going to the dentist a couple times a year, your brand needs to be evaluated periodically. Branding is not just about repetition but also about reevaluation. Have you taken the time lately to consider the message your brand currently conveys and how you want that message to change over time? Susan Gunelius, business book author and President and CEO of KeySplash Creative, Inc., a marketing communications company, recommends a brand assessment, which she calls a Brand Perception Snap Shot. By answering these 3 questions, you can get a better idea whether your brand is helping you achieve your business goals.
The three questions include using 5 words to describe:
- Your brand today
- How your customers describe your brand today
- How you want your brand to be described in the future
Answering these three questions with a very short response will help you make your message more powerful. The key is to be truthful…if people aren’t describing your brand in excellent terms today then say so. It will make for a bigger contrast (and clearer challenge) when compared to how you want your brand to be described in the future.
You should also consider how a few other groups view your brand:
- your competitors
- your shareholders or funders
- your leads (i.e. how they perceive your brand when they hear about it for the first time)
If you need a visual, put all of the words into a Ven diagram and look at the three words that overlap among several of the above categories. That way, you can focus on solving more than one problem simultaneously. In the end, branding is about telling your story in a way that attracts the right customers.
Remember, just like getting your teeth cleaned, it’s never too late to reevaluate your brand, and the more often you do it, the better.
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