How real is your brand?

 

It’s unsurprising that so many of us have lost what little trust we had in “the establishment” with nonsensical decision-making, profiteering and generally unprecedented levels of bullshit.

This kind of trend inevitably spills over into the relationship we have with brands, not helped by the fact that as a consumer today you’re faced with; “Press #3 for sales, enter you 16 digit number, press #2 if you were born on a Wednesday…”, the automated chatbots, impersonal CRM and a complete lack of customer service ethic in most organisations. It’s a fact that most brands today are considered untrustworthy and unreachable. 

There are however, a few exceptions. These are the brands who take the time to make sure they have purpose and are value-driven, have an ethos rooted in actually helping customers and are consistent in all they do.

We call these REAL brands.

 

Here’s my checklist to establishing how REAL your brand is:

1. Do you really understand your customer’s emotional needs?

 

◻︎Yes

Excellent start. Hopefully you’ll also build your brand around them.

◻︎No 

Time to get some proper insight into what’s happening out there people

 

 2. Is your brand built around the truth about what makes you stand out?

◻︎Yes

Good – make sure it’s really ownable.

◻︎No 

 Oh dear. So basically, you’re trying to be something that you’re not.

 

3. Do you use your brand to drive your behaviours and performance culture? 

◻︎Yes

 Great. That means you’re brand will shine as brightly internally as it does externally

◻︎No 

Ouch. I imagine your team will be pointing in all different kinds of directions. 

 

4. Does your brand inform every part of the customer journey?

◻︎Yes

 Thank the lord. You’ll be walking the walk

◻︎No  

Uh-oh. You’re probably coming across a bit of a schizo brand… saying one thing and doing another

 

5. Do you use your brand as a lens to make all decisions?

◻︎Yes

Brilliant. Decisions based around your strengths and your purpose is wise work.

◻︎No 

Oh dear. That way madness lies.

 

How did you do? Answered less than 5/5 with a Yes? Then let’s talk!

LET’S CHAT
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