If you have asked yourself these questions about your business, then you are probably already thinking about the future of your business. The answer is that you need a brand so that other people don’t create one for you. If you do not define your brand, then the world will set one up for you that you have no control over, letting customers define you will limit you to their perceptions. Far better to have a carefully and strategically planned brand based on the beliefs and values of your company. A brand is the destiny of your business and if you do not define it and manage it then you are at the mercy of others.
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You might think that it is quite clear that you deliver what you say you will deliver and that customers will flock to you when they hear what incredible work you do. You might be under the impression that your staff completely understand the ethos and values of the company, but you could be wrong. Sadly, there are a lot of good businesses that have failed because they cannot attract their target audience and do not have a recognised and identifiable brand reputation.
A brand is your promise of value. Take a minute to think of the big names that you rely on to deliver or over-deliver time and again. You may even feel a certain emotional connection with the brand, and this is what you should be looking for your business.
