If You Don’t Control Your Brand, Others Will
If your company is having problems retaining or acquiring new customers, you should ask yourself, “Do we control our brand?” You might say, “Of course we control our brand. We have a logo, a tagline, a mission statement and a website – plus we run ads, send out direct mail, email … you name it.” But that doesn’t necessarily mean you control your brand. Because your brand isn’t what you say it is; your brand is what the public says it is. If your audience’s perception of your brand isn’t what you want it to be (and, more important, what you need it to be) … then you don’t control your brand.