There is a desperate need for companies to move from the mindset that they own their brand to an understanding that their brand is in fact driven by their customers.
When describing your brand can you say:
• It is clear in the customers mind? Or is it about the internal processes of the company?
• Can it easily be delivered to the customer? Or could it leave empty promises?
• Does it relate into value for the customer? Or is the value proposition unclear?
• Is every customer interaction identifiable with the brand? Or could your customers be experiencing brand confusion?
Is it not the brands that are clear, customer directed and consistently delivered the ones that outsmart their competitors time and time again?
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