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...]