Every company has one and in fact every person has one whether they realize it or not. When I talk to clients and I address the issue of brand many of them really don’t know what their brand is or aren’t sure what it means when you mention their company brand.
To put it in the simplest terms, your brand in your reputation. So when you are talking about your company brand or even your personal brand it boils down to what are the words people would use to describe you. What do they think about you or about working with you.
The first step in the branding process is to identify your brand. That can be done a few ways.
1. Survey employees- what do they say about you as an employer and what do they hear when they tell people they work for you. Also what did they know and feel before working for you and has that changed since working for you.
2. Surveying customers- ask them about their experiences with the company, products, services or employees. Find out what they liked and what they didn’t.
3. Focus groups- you can gather a random sampling of individuals to find out what they know about you and if they have a preconceived opinion.
Companies need to know what people think of them because those feelings will have a direct impact on whether consumers trust you and will use your goods and services.
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