Brand test: do you have your customer’s back?
Some companies aren’t sure if they really have a brand, or if they are a brand. They associate brands with consumer goods, and their main market may be elsewhere.
Here’s a quick test I use that any company can grasp:
Do you have your customer’s back?
Companies will know exactly what this means, in a heartbeat. If they answer, “Of course, that’s why we’re here,” then they most certainly have a brand, and they are a brand. Their brand value just has to be brought to the surface.
If their answer is in the negative, then maybe they’re just a business with a name, or a label, or something else.
March 17th, 2007 at 8:31 pm
Great question!
You’re right this one question cuts through all the noise gets to the bottomline.
Thanks for offering up your insight.
Keep creating,
Mike
March 20th, 2007 at 10:49 am
It’s really a rather obvious question, once you think about it. It should have come up ages ago. It does presuppose that brands and customers are on the same team, and maybe that was the rub.
April 6th, 2007 at 1:48 pm
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