Branding Lessons: Moments of Truth
Last evening I attended a meeting where the topic of discussion was ‘branding’.
While many of us are, in varying degrees, familiar with the topic, the viewpoint of those present focused on: 1) the means of ‘sharing’ the brand or identify of a firm and 2) the basis of its reality.
You Don’t Tell People What Your Brand Is — They Tell You
One of the points we discussed was that, what with social media being what it is, the power of branding your business is more in the hands of your customers and clients than yourself or your own marketing people.
Of course, we all want to have a ‘brand’ that elicits the feelings and generates the associations we’d like people to have of us. But the reality is that your firm’s brand is what the people who come into contact with your business believe about it.
True, or not. Desirable, or not. Perception is reality. And whatever people believe is true about your business is what is ‘true’ and real about it. For them. For example, you may believe your _______ don’t stink. But if your prospects and clients think it stinks, then it does!
If You Can’t Control The Distribution, Control What’s Being Distributed!
OK. So you know that the word-of-mouth process is not under your control, right? But, what IS under your control is the kind of experience people have when they come into contact with your company. This is a far more significant truth to embrace. After all, if you create a ‘Wow’ Experience for your customers or clients or patients, they will talk about you. And, what they say will help to establish a positive (and, competitive!) perception about your business.
Your brand differentiates your business from others to prospective clients. While you may have little or no control over how people may share your brand with other people, you have 100% control over how they’ll experience your business / understand your brand.
Therefore, seek to create an experience with your business that makes people say, “Wow!”.