Consider this easy, internal test that can really evaluate the status of your brand: randomly approach a wide spectrum of people in your business (managers, staff, technicians, etc.) and ask them one simple question – What does this company stand for? After you collect all of the answers, separate them into one of three different folders.
• The first folder will contain answers in which the respondents admit they don’t really know what you stand for as business.
• The second folder is for the “Me, Too” answers. These are answers that respondents at competitive companies could just as easily have given. For example: “We try to provide the best possible products and services.” (Who doesn't?)
• The third folder is for the unique answers; answers that describe you as being different from all of your competition. It should be something that is desired in the marketplace.
If the majority of the answers end up in the first and second folders, you have a brand that is either in trouble now or easily could be in the future.
Dimension X has developed a process that can help businesses separate themselves from the competition. The deliverable is a strategy you will be able to follow consistently while building a superior brand. If you would like to discuss this process, please contact me at 724-522-9990 Ext. 460 or E-Mail wmyers@dxadvertising.com.
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