07
Why It Pays to See Your Brand
Through the Eyes of Your Customer
uilding a brand is hard; it takes many, many positive actions to establish a
unique position in the marketplace,” says Dave Taylor, founder of Pennsylvania-
based Taylor Brand Group. Competitive analyses, strategic planning and smart
investments aside, sometimes seemingly small mistakes undermine the best of a
brand’s intentions.
“What do you think when you see a lighting store with several
burned-out bulbs in its main sign? Or a business’ lobby with dead plants?
Does it suggest that’s how they pay attention to their customers?” asks
Taylor.
“The manager of the lighting store may enter through the back door each
day and never bother to check his store’s appearance from the road,” says
Taylor. Minor goofs, however, can still cause major damage.
“What is missing is a little extra attention to detail that can be as simple as developing
a routine the same way a flight crew checks a plane before takeoff,” he continues.
“Put yourself in the shoes of your customer or prospect, and do a figurative walk
around your brand. Encourage your employees to do the same. You may be surprised
what you find and how many dings and dents in your brand can be caught before
they do lasting damage.”
IS REALITY
