What song is your company brand singing in the marketplace? Think of it this way, if you have a favorite singer, that person almost always has a main genre of music he or she sings. If your favorite country music singer started belting out screaming metal rock music on their country album it would leave you confused. You wouldn’t know what to think or expect anymore. Now think of that as it relates to your brand and your business.
For example, my song is about brand Visibility and Influence because it is in direct alignment with your earning power, changing my song to one solely about networking that would confuse my customers and the marketplace. If I suddenly focus only on networking my customer base could stop recognizing me as an expert. In a worse-case scenario I could even lose their trust and they may go elsewhere.
Of course there is a time and place to sing your own version of the networking song for your business as well as many other verses in your entire business song. However making your brand song the most important of all. Without it current customers won’t recognize the business they have come to depend on and future customers won’t even listen. This is because your brand song makes you familiar thus opening the door to excellent potential for expanding your customer base.
New and unique opportunities will arise when your brand marks you as someone who is an expert in your field. You will be seen as a business that knows how to provide well, the solutions they require to their own business needs. Make your brand song the best and your brand will soar higher and higher in the marketplace.
Brand Director, Author & International Speaker
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