Your success in the market place in the long term is not dependent upon what you say you are. It is always about what people say you are.
You can talk all you want and go on a spending spree to push out handbills, billboards, and online ads, yet…. if the word on the street does not align with what you are saying, you are heading no where.
The word on the street is your reputation, and your reputation is your real brand.
Your brand is not your logo or taglines, your brand is the experience your clients have when they interact with you.
We therefore have to review our branding: what promises are we making to the people? Can we strip it down into something we can manage effectively?
That adage that says a good name is better than silver and gold ought to be printed boldly and hung in our places of business.
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