One of the biggest misconceptions in business today is that your brand is your logo. Your logo can help you communicate or advance your brand, but it is not your brand. Your brand manifests itself in the buyer’s mind through a series of impressions that are created by interacting with your organization – people, processes, materials, and communications. Every interaction with your customer is a moment of truth that incrementally builds your brand.
An important exercise is to map every interaction between your organization and the customer – phone calls, invoices, packaging, sales and marketing. With that map, identify the look, the message, the style of every interaction and the impression that is created. Be sure that your website, letterhead, invoices, marketing materials, business cards and even shipping labels have a consistent look. Eliminate variable looks that may confuse the customer and cause them to confuse your brand.
Brand management is the art of managing your customer’s impressions of your organization. As a leader, you need to live the brand promise – quality, efficiency, competence, integrity, service.