“A brand is the set of expectations, memories, stories and relationships that…account for a consumer’s decision to choose one product or service over another. If the consumer…doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” [Read the rest of Seth’s post. And sign up for his emails while you’re there.]
So maybe it never was, but now it really isn’t about the logo or the font. It’s not about the website or the strategic plan or the number of likes. It’s about the customer and why she cares. It’s about the customer and why she chooses you. It’s about the customer and why she doesn’t choose them.
How much do you know about your customer’s why? It’s easier and smarter than ever to ask her. Include a question in your emails. Ask her to send you a text. Post a poll on your website or Facebook. Send her a questionnaire in the mail or hand her one when she walks through your door. Start asking. Start measuring.
Your customer’s decision may be influenced by things you are saying or doing. It may be more influenced by things your competition isn’t saying or isn’t doing. It may be influenced by things you didn’t know she cared about. Once you ask her – once you know – you’re much more likely to do the right things to help her choose you again.