When potential customers think of your company, is there an image that quickly comes to mind? Do they have a clear picture of who your company is, what it does, why it does it, and what it stands for? If you think the picture is hazy, or just a blank canvas, it’s time to roll up your sleeves and get to work on your company’s brand.
I recently had a meeting with a client who was interested in reviewing his brand and whether it was doing all it could for his business. One of my first questions was, “If you were at a cocktail party and someone asked what your company did, and more importantly, why it did it, what would you say?” The silence spoke volumes.