January 24, 2024
Your brand is not what YOU say it is, it’s what THEY say it is.
Have you stopped to think about what your customers say your brand is? The Modern8 point of view aligns with Brand Gap author Marty Neumeier’s belief—customer perception is everything, but most importantly, it is within your control.
An effective brand provides a central point of view from where all behavior, actions, and communications are connected. An effective brand has a strategy—a foundation upon which the brand creates, positions, and manages its perception to build loyalty, deflect the competition, and most importantly, gain market share.
A brand strategy is an opportunity to define how and what your company will be known for. Strategy clarifies your positioning and expertise so you stand out—period. Strategy is an opportunity to establish a why that meaningfully resonates with your audience. Strategy is a barometer that helps you realize your marketing is stale and needs an update.
Change isn’t easy, but your brand’s strategy may warrant a big change—a rebrand, which is no small feat and understandably challenging. It’s an upfront investment in your company’s future with a difficult to foretell ROI, but done right and based on your strategy, the risk will pay off. Rebrands can lead to improved perceptions, increased recognition, and an internally renewed sense of purpose and commitment.
It’s 2024, so if you don’t like what your customers are saying about you, it might be time to reassess your brand. Read our next Modern8 newsletter, where we outline the differences between a rebrand, a refocus, and a refresh. For now, start thinking about what you would like your audience to feel and say about your brand when they interact with you.
In the spirit of branding…
“In any moment of decision, the best thing you can do is the right thing, the next best thing is the wrong thing, and the worst thing you can do is nothing.”
– Theodore Roosevelt
Brand perception is in your control. What’s your winning strategy?