Understanding that our brand comes from within is our first step to success.
In a world where we are bombarded with buzz words and social media it can be difficult for SME’s (and some corporates) to grasp what their brand is let alone understand its importance. I come across companies all too often that have a good service or product but are failing to create the success they desire because they are almost frantically trying to “sell”.
“What is the marketing magic that is going to make customers flock to my door” I hear them say.
It’s a bit like trying to build a house on dirt, the first few courses lay well, maybe even the 5th and the 6th but there is a limit to how high you can go. The ground will start to sink under the weight and the walls will start to buckle. You will find it difficult to find a buyer for your unfinished house because they will see that it has no solid base, no foundations from which it was built. Ultimately there was not enough belief in the house to invest in the footings.
Todays customers whether they be consumers or business owners are hardened to the old marketing methods and a “jingle” is no longer enough to convince them to part with their hard earned cash.
To build meaningful robust businesses we need to go back to basics and assess what it is OUR brand has to offer, who we are, and what the hell IS our brand, from our culture to our product and services it is THE most important part of our business to get right.