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Monday, June 2, 2008

What is a Brand: part 5 of 6

From Customer to Brand

"What is a Brand?" by Steven Brown

Your brand then is every word and picture in every business card, sign, brochure, contract, voice mail greeting, and product look and feel. Every marketing and sales conversation. Every support response. And the relationships you form with customers. They all need to convey and reinforce who the right customer is.

There are several aspects to a brand: brand equity, brand identity, brand positioning, the logo, and more. It can be overwhelming to a small business owner to try to address everything at once. The task can be simplified by looking at how your sales and operations send “we want you” messages to good current and prospective customers. An approach that is synergistic with executing your day to day business.

From the BSP (Brand Sales Person) metaphore, here are some core next steps in building the right BSP:

1. Does your sales process target the right decision maker?

2. Does the value message match with that decision makers care abouts?

3. Does the product or service deliver on all the care abouts?

4. Does the support and customer relationship follow-up meet expectations?

Next entry: From Brand to Growth

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