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One of the tools that I use to help my clients develop a brand strategy is what I call the Brand Perception Snap Shot. Branding can be a confusing and overwhelming enigma, but the Brand Perception Snap Shotenables you to cut through the clutter and get down to what really matters.
You can take the Brand Perception Snap Shot by answering the three questions below:
- What 5 words would you use to describe your brand today?
- What 5 words would your customers use to describe your brand today?
- What 5 words do you want to be used in the future to describe your ultimate brand (i.e., when your brand reaches your biggest, pie-in-the-sky goals)?
To complete your Brand Perception Snap Shot, simply review the words you used to answer the questions above. Identify the gaps and successes. These are the areas you need to focus on as you begin to develop your long-term brand strategy and short-term tactics that will help you reach those pie-in-the-sky goals.
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Susan Gunelius
Susan Gunelius is President & CEO of KeySplash Creative, Inc. and Founder & Editor in Chief of an award-winning blog, WomenOnBusiness.com. She is a 25-year veteran of the marketing field and has authored 10 books about marketing, branding, and social media, including the highly popular 30-Minute Social Media Marketing, Content Marketing for Dummies, Blogging All-in-One for Dummies and Kick-ass Copywriting in 10 Easy Steps. Susan’s marketing-related content can be found on Entrepreneur.com, Forbes.com, MSNBC.com, BusinessWeek.com, and more. Susan is President & CEO of KeySplash Creative, Inc., a marketing communications company. She has worked in corporate marketing roles and through client relationships with AT&T, HSBC, Citibank, Intuit, The New York Times, Cox Communications, and many more large and small companies around the world. Susan also speaks about marketing, branding and social media at events around the world and is frequently interviewed by television, online, radio, and print media organizations about these topics. She holds an MBA in Management and Strategy and a Bachelor of Science degree in Marketing.
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…those are vary valid points indeed, because once you have a brand perception from the customer the perception is often more powerful than the facts, like in the car industry, by car saftey everyone thinks of Volvo, sure they are very safe cars, but other brands are just as safe or even safer (like the recent Honda crash tests showed), but the customer has the “perception” Volvo is the safest car…, anyway thanks for a real interesting blog (first time visitor)
@Chris Affil, Thank you so much for joining the conversation! I absolutely agree with you on the Volvo example. I often use that example in my speeches!