Want to build your brand? Want your company brand to be effective for you?


At great risk of sounding like a broken record, know your customer in a deep, meaningful, insightful way*. Then make their information-gathering better. Make their shopping experience better. Make their buying experience better. Make their post-purchase experience better.


Voila! Your branding is better!


Too much emphasis is placed on "pushing" a brand image out to the market, and too little on knowing the customer better and making the whole process work memorably for them. That's how you brand, and that's what your brand really is -- whatever your customer perceives it to be.


Your customer's perception of you will be based much more on their experience with you than on anything you've claimed or projected it to be.


To put it another way, don't build a brand and content yourself with projecting it outward. That's backwards. As you adapt to your customer, your most effective branding will grow naturally. And it will be real, not just projected.


That's customer-centered marketing and branding -- a reputation that is rooted in the customers themselves.


* I'll be posting a new article soon that will help with this! Watch www.foxmarketing.us/reading.php!

Labels: branding, customer centered, marketing