EVERYTHING you say and do, and EVERYTHING you don’t say and do, communicates. Discerning customers have an unprecedented amount of information at their fingertips, allowing them to judge, compare and evaluate.
Your “brand” is your promise to your customer. What is that promise? The best service? The lowest price? Cutting-edge style? What is the message you provide to your customer base? Is everything consistent with your promise?
If you don’t actively, passionately and relentlessly protect and promote you brand, it will be done for you by your customer word of mouth and the position of your competitors. In the end, nothing about your business is as important as your reputation, your promise, your “brand,” because that is ultimately what is going to keep your customer coming back and bringing new customers to your door.
Do you have an accurate view of your brand? Is your brand promise aligned with your customer needs? Is everything you do consistent with your brand promise?