Do you truly know how your customers perceive your brand? When running a business, it can be all too easy to get caught up in day-to-day operations and to lose sight of what your customer is thinking. Unfortunately, if you’re not actively working to shape and communicate your brand position, the customer will simply make his or her own decision as to what you stand for. If your brand positioning is not clear, your business will suffer from some or all of the following issues. You try to sell to everyone, and end up attracting no one in particular Customers don’t understand the problem you’re solving or the want you are meeting Unique features of your product or service will not be realised or understood Benefits you offer in comparison to other competitors will not stand out Reasons to believe in your brand are not crystal clear As an example, a crack garden landscaping team may do a great job on the ground, but their website and marketing material undersells their particular … [Read more...]
What brand experience lessons can the Wimbledon Championships serve to small businesses?
In the tennis world, the Wimbledon Championships is widely acknowledged as being the most prestigious event in its field. With ‘favourite tournament’ plaudits from players such as Roger Federer and Martina Navratilova and hundreds of millions tuning in to watch each June, it’s a stand-out global sports event. But how did the Wimbledon brand acquire this special place in the hearts and minds of players and fans? And what lessons can Wimbledon teach us when it comes to building our own small business brand experience? Play To Your Advantage When compared to the other Grand Slam tournaments such as the US, French and Australian Opens, Wimbledon has carved out a unique position for itself. For example, it’s the only tournament that is still played on grass at this level. Around the courts edge, you’ll notice a visible absence of sponsor advertising. Its royal patronage and strict adherence to a ‘whites only’ player dress code also combine to create a event … [Read more...]
