Though we live in a branded world, there are still major misperceptions about what branding really is, and how a brand performs to build a business. Brands are a blend of science and creativity. For the most part, companies ignore the science.
Here are 9 Fallacies of Branding heard from clients, and a “3RT Solutions” (3RT) response.
Fallacy #1: I’ve/We’ve Been In Business A Long Time – My Customers Know What We Stand For.
3RT: Show us your data. Because we bet they don’t. If we talk to 10 customers about you, we will get 10 different answers. We will. We know this because we’ve never done a brand project where customers responded how executives thought they would respond. Some of the customer responses you won’t like. And most likely, what they actually think of you isn’t quite (or at all) what you’d like them to think of you.