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What's Wrong with This Picture? The unexamined brand


I love old signs on buildings. The company may be long gone, the building may have been razed, but a pole sign remains as a stalwart sentry proclaiming the brand.

The bad thing is when your shabby sign just looks like the company is out of business. Or when the web site shows pictures of managers from 10 years ago. Or your logo is the same one your cousin threw together when you were a fledgling company.

Other than providing fodder for TBT (Throw Back Thursday) postings on social media, your branding may not be presenting the image you want people to have of your organization. Your branding elements may be saying old, tired, neglected, archaic, out of touch, when what you’d like to project is quality, tradition, reliability, craftsmanship, technology, style or expertise.

It is not unusual to think of branding as a one-and-done. “Whew, glad that’s over with!” However, your brand is a living organism. It requires some care and feeding so that it evolves to reflect changes and growth of your organization.

Your brand encompasses everything from how your facility looks; how customers are greeted at the door, phone or tradeshow booth; how readable your logo is; how well your logo evokes the personality of the brand; to the way you provide service. Brand is basically the experience you create for customers at every instance in which they encounter your company or its representatives.

For busy companies, it’s easy to ignore the brand as we focus on our clients and operations. It may be time to take a moment and do a quick self-examination. See if there’s anything wrong with the picture your organization is putting forth.

Score yourself on the First Impression Checksheet or, if you are an online only business, the First Virtual Impression Checklist. While simplistic, it should give some insight on areas where your brand could move from good to great. The unexamined brand may paint a picture of your company that is incongruent with the value your deliver and the business you have become.

Before You Brand: The Gut-check Guide to set up your brand for successAre you ready to build or energize your brand but don't know how to get started?

Are you unsure about how to select the right brand consultancy for your business?

Sign Up for ALLEnews and get a link to download the bonus: "Before You Brand: The Gut-check Guide to set your business up for branding success. These 7 strategic steps with guide you in making a smart selection.

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Next Issue:

It is Later. 5 Whys for not putting off your branding

ALLE is a catalyst inspiring companies, professional organizations and committed entrepreneursto expose and express their brand value.

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