The correct answer in my mind is today. We all get caught up in the day-to-day to do list and putting out the most recent fire, but we should be aware of our brand daily.
Branding is about your whole organization, from the way you answer the phones, to the attitudes of your CSRs. It’s about a culture, things that are out of the control of the marketing department. Yes, marketing can control the look and feel of promotional materials, but once we’ve hooked a prospect, what happens when they contact the company and actually talk to a human being?
Heidi Cohen, in a recent post, Why Brands Matter (And Size Doesn’t) highlights several attributes we can all use to help in our long-term objectives.
Here are some highlights:
- Are you providing value to your customers – understand your target markets and their needs
- Are you relevant to your customers – be where your customers are
- Extend your brand beyond the product – provide useful info at every step of the purchasing process
- Have a brand personality – needs to be consistent in all dealings with customers
- Creating a trusting relationship – earn your reputation every day. Don’t assume anything.
What’s your company doing on daily basis to make sure your brand is living up to expectations?