Maximizing Your Brand in Turbulent Times

It’s a common misconception that your brand is your logo, slogan, brochures and products. Your brand is much more than that. Your brand is only as strong as what others think, feel and perceive about every aspect of your company and your products. It is also about how you live up to your vision’s promises and solutions – which impacts your reputation.

Apple is a great example. You most likely have distinct reactions, or feelings about the company and its products. And if these notions are positive, that is because Apple has lived up to its vision – and your expectations. It’s done this through delivering on promises of offering technology solutions in an alternative way, with hip, cool, knowledgeable people behind its products and services. Many who work for Apple love the culture and contribute to the company. They are in alignment with Apple’s mission and vision and the organization grows from that internal brand engagement.

People and companies rarely compete on price alone. How they respond to others’ desires speaks volumes. A recent FGI Research survey reported that Netflix was ranked #1 for customer satisfaction for the fifth consecutive year, beating the other Top 100 online retailers. It goes on to estimate that a single point increase in customer satisfaction could result in an increase of 9% of the online retailer's year-over-year sales. It also points out that satisfied customers are 72% more likely to recommend the brand. This continuity of brand awareness helps build the business. This success comes from more than fancy logos and slick sounding tag lines.

Strong, authentic brands result in productive, effective and healthy organizations. They increase customer loyalty and retention, foster excellent product quality and services, improve teamwork and cross departmental interaction and improve sales and profits.

How can branding do all this? Branding is a type of 360-degree leadership and strategy. It helps organizations to lead with a vision that yields real and lasting results. It helps with crafting authentic stories of solutions and promises that result in memorable experiences in the minds of the people with which that brand intersects.

You have a brand, but is it in sync with your vision? Is your brand reflective of how you want your company, products or services and employees to be perceived? When you consider your vision and the solutions you offer – are you living up to your clients and customers expectations? In these difficult times, they way to build your edge is to fully align all aspects of your company with your vision, solutions and promises and have your brand work for you.