Brand leadership expert, author, and speaker Denise Lee Yohn explains the modern dynamics of branding and brand competition, and the need to be crystal clear on your brand, not just to customers, but internally.Hear Denise's full interview in Episode 84 of The Action Catalyst.
It's probably safe to say that in most every area, every sector, every industry, the competition has already increased or is increasing and your need to stand out and be known is is becoming even more critically important. And you can't just expect your customers to figure that out, you know, we just run a good business, people will come to us. I mean, that's not the way that it works today.
You need to stand out and give customers a reason to choose you. So that's why it's important And then I would say, you know, part of the reason why you might have all these different logos or expressions or your different brochures or whatever, maybe because you yourself as a business owner or as a partner team are not focused and clear yourself on what does your brand stand for?
You know, what is that core essence or core purpose or core mission that really holds everything together? Right.
And so I think you need to spend some time and it's not something that takes a long process and it's not something that you even really need to spend any money on, but you need to do some very serious introspection and strategic planning on what is it that we want our brand to be known for and very clearly articulate that.
Don't assume that people just get it or people know it, but write it down and make sure that it's clear on what you stand for and how you're different and better from your competition. And then from there, I think it's a matter of then ensuring that everyone who works on your brand shares that understanding and then brings that to life in their area of responsibility.
And if you don't create a reputation for yourself, one will be created, right?