Is your brand working?

Is your brand working for you? Business owners are generally reluctant to change or update their brand, and rightfully so.

But is your brand a good reflection of your company vision? Maybe the better question is do you know what your company stands for? Can your articulate your values? If you can’t answer any of these questions easily, or you have no idea what we’re even talking about, then the answer is probably less important than the question.

In order for a symbol to represent your vision and values, you have to be able to articulate your brand promise. And here’s the important part, you have to operate your company according to that vision and treat your customers, vendors, and employees according to those values. If you don’t do that, then no flowery logo or fancy-sounding tag line will convince the market that you are a great company.

It’s not about having the best product or the lowest price. It’s about treating your customers like you really appreciate their business. It’s about treating your vendors like partners. And it’s about treating your employees with dignity and respect. If you can do these things, you create an environment where employees will clamor to work, and where vendors line up to help you create value for your customers. And, instead of widgets at 5 cents less than your competition, you can start selling magic.

Originally published on: Feb 15, 2015

Meet the Author

As an entrepreneur and coach, I have helped hundreds of others become successful entrepreneurs themselves. I understand how to hone a business model, launch a business and keep it growing, by applying real world knowledge with the skill that only comes from years of experience.

I’ve been fortunate to have lived in different parts of the country and had many different ...

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