Minding Your Own Brand

Do you really value my opinion ... Continued

When delivering a brand message, the important factor is not what you say but instead what matters is how they perceive it. Therefore, it is necessary for organizations to take a critical look at all aspects of their business and consider that every point of contact between their company and potential audiences is affecting the status of the organization’s brand. Just by stating that you provide personal service and value your customer relationships is not enough. Companies must understand the expectations that these statements are creating and use that information to build an organization which provides experiences that strengthen a customer’s relationship with the brand and not erode it.

If you provide your customers with consistent experiences which go beyond the expectations you create with your marketing promises, you will be able to recruit loyal advocates. However, this means that you must actually listen to what your customers have to say. Building a successful brand means building a lasting relationship with people who become your advocates. One way is to give them the proper tools to provide you with valuable feedback about your company. This will allow you to make changes in your organization and offer customer experiences which create a positive brand perception.

So with that in mind I ask you, do you really value your customer’s opinion? Have you given them the proper tools to provide you with this valuable feedback? Are you actually listening to what they have to say?

Dave Lubelczyk is the president of IMAGEidentity, LTD which helps organizations achieve success by building advocacy through brand development and organizational development. He can be reached by phone: 508-259-9016 or by e-mail: dave@imageidentity.com.

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