FEATURED ARTICLE — April 25th, 2017
Branding isn’t about your color scheme, or the clever tagline you come up with from the confines of your office. Branding is about how your customer actually perceives you. If your customer perceives you as filling a need (tangible or psychological) they have, that’s the essence of good branding.
With this perspective in mind, it becomes clear that the first step to successful branding is understanding your customers and their needs.
How to learn about your customers
So how do you learn everything about your customers?
Three words: talk to them.
There are many different ways to talk to your customers. On the super-low-budget end of the spectrum, you can just hang around in a Starbucks and ask people to try your product or service and then ask them for their opinions.
Be sure to ask open-ended questions, such as “What do you like about this brand?” Or, “How do you see this fitting into your life?” Or, “What would you change about this?” Actually talking to customers face-to-face is one of the most valuable things you can do to understand your brand.
Another easy way for marketing managers and executives to interact with customers is by fielding customer service calls or inbound sales calls. Even at the CEO level, if you take customer service calls for a few hours every month, it might just be the most valuable time you ever spend. The callers won’t have any idea you’re the CEO, so they won’t sugarcoat how they feel about your brand. And you can ask them almost anything you want and they’ll answer honestly.
Another free method is hosting a pizza and beer party (or pizza and wine party, depending upon your target demographic). Invite friends and friends of friends to visit your office or your...
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