Jun 30, 2008

Branding or Scarring?

In an earlier post on branding I talked about how important your reputation is in the market. Focusing on how customers are benefiting from your products and services and what they think and feel about your company is vital.

My company has recently commissioned a research firm to interview high level executives to explore the challenges they are experiencing in their business particularly in the area of unified communications. We're learning some interesting things about branding too!

This is proprietary primary research so I won't go into too much detail but when it comes to your brand the feedback we are getting will blow your mind! Well, actually, it's pretty much common sense. Get rid of your slogans, your catch phrases and focus on being consistent and deliver on what you say you will deliver on. Be clear on what you can do for your customer, be flexible, if something screws up ... fix it and always do your very best to NOT disappoint your customer.

Work with your customers to understand what their expectations are and how their experience has been working with your company so far. Combine this with a solid reference program and you've got the makings of a one, two punch.

The picture above is meant to stimulate a discussion about branding. Who benefits from branding? The cow or the farmer? What's the branding experience for the cow? Pleasent or painful? How do you brand your product and company?

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