Do you confuse ‘brand’ with ‘branding’?
So much depends upon how consumers perceive an organization. Draw that external perception into sharper focus with these insights.
Your brand is both a mirror and a window: It reflects how you see yourself, and it’s how the outside world looks at you.
To extend the analogy, the way you frame this perception is all about your branding.
In an ideal world, the internal and external views are identical. The reality is you must be constantly adjusting your communications to maintain consistency.
A brand engenders an emotional relationship
People usually don’t painstakingly weigh the pros and cons of each of your products and services to come to a rational assessment. They like, love, hate, trust or even covet your brand. What stays with them is how they feel about the overall experience.
As with any emotional relationship, it’s work. In today’s world of social communications, your audience is holding up its end by expressing whatever satisfies or dissatisfies them. They expect that you’ll respond. WEBINAR: Become a content machine and boost ROI. Attend ‘Content Strategy in 6 Steps’ virtually 8/18.
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