You’ll often hear companies talking about the value of their brand, which is the image summoned up in the eyes of their market upon hearing or seeing their company name.
For example, the BMW brand immediately conjures up a fine piece of German motoring machinery generally driven by exciting people who live a fabulous lifestyle coupled with overtones of great looking vehicles and safety. Contrast that with the image that the Mercedes Benz brand conjures up. It’s another fine piece of German motoring machinery too with the same smart looks and safety features, but you’d probably perceive it as driven by older, powerful, more solid and serious wealthy citizens who live a more subdued lifestyle.
So the brand is everything a company does that impacts on the minds of their target market. Therefore everything from the way they go about employing staff, their labour practices, their support of charities, the way their dealers behave, their advertising and promotion and the product itself will contribute to how their target market feels about the product or service. Companies work hard to ensure that the perception of their brand in their consumers’ mind is strong, positive and vibrant.
So, what about your personal brand? In future blog posts I’ll look at the factors that can contribute to having a great one.
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