What's Brand Got to Do With It?
“Your brand is the single most important investment you can make in your business.” -Steve Forbes Small business owners often scoff at statements like this, because we think branding is only for the big companies. It’s just too expensive to have a brand, we say. That's wrong. Every company has a brand, which is determined by your customers’ and prospects’ experiences with you. Their experiences are built with every touchpoint: pre-purchase, post purchase, direct interactions and third-party exposure (referrals, word-of-mouth, etc.). In fact, a buyer's overall experience with your company is a major factor in their decision-making process. That’s why smaller companies have a competitive advantage over their larger competitors. Small business owners and leaders are much closer to the marketplace (often dealing directly with customers), so we have much greater control over customers’ experiences. Therefore, we have the power to make sure those experiences are positive and strengthening our brand instead of being negative and hurting our brand. Are you investing in your company’s brand?
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