https://berkonomics.com/?p=2447&utm_source=rss&utm_medium=rss&utm_campaign=branding-cows-or-branding-business-neither-is-easy Dave Berkus' business insights Fri, 04 Dec 2015 21:00:01 +0000 hourly 1 https://wordpress.org/?v=6.9.4 https://berkonomics.com/?p=2447&cpage=1#comment-74924 Fri, 04 Dec 2015 21:00:01 +0000 https://berkonomics.com/?p=2447#comment-74924 I totally agree with Michael’s comment above, it is critical that you brand yourself as you are and what you can live up to, not brand yourself as how you would like to be or what you think others would like to see. Whatever your brand is, failure to deliver on product, customer service, or follow up, the brand and your company will be seen as either delusional or a liar, neither of which is good for business.

]]> https://berkonomics.com/?p=2447&cpage=1#comment-74859 Thu, 03 Dec 2015 05:18:29 +0000 https://berkonomics.com/?p=2447#comment-74859 Even before you worry about branding, positioning, advertising, audience-facing messages, etc., you first need to (a) make sure the product or service works as promised and meets customer expectations, (b) all employees understand their roles in making sure the product or service works, and (c) all employees understand and can articulate in a few words what the brand represents. In other words, what are its benefits? What does it deliver? That’s why, IMO, you need to keep the core message, the brand message, whatever you want to call it, as simple as possible. When you get your employees to buy into and deliver on what the brand represents, then you truly are “living the brand.”

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