Your Brand is in the Eye of the Beholder

November 12, 2021

You may be scratching your head, wondering where your marketing budget goes. But from email campaigns, PPC, swag, and professional images, your budget can all go somewhere. But before you sign off on next year’s marketing budget, make sure you understand what role brand management plays in your overall marketing strategy. Let our experts at Art of Strategy Consulting help you.

…in the Eye of the Beholder

What do you say your brand is? Believe it or not, the only people whose vote counts are outside the office. So it’s not what you say about your brand, but what people are saying about it. So, of course, this makes the most critical question, “What are people saying about us?”

Brand Perception

Managing your brand perception goes well beyond your marketing budget and revolves around how your customers interact with the experience you provide. For example, are they buying a product where they can judge quality and price or a service/experience that leaves a lasting, positive impression? 

Brand Management Goals

The best-case scenario is when your customers’ experience aligns with how your business presents itself. Conversely, the worst-case scenario is not misalignment but a complete divorce from reality between brand management and customer perception. Know when to ask for help because going it alone when things go wrong is a sure way to exit from the business world quickly.

Remember, brand management depends on brand perception. Therefore, creating, balancing, and re-balancing your brand management is best left to professionals. Let our experts at AoS show you how.

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