Tuesday, August 24, 2010
Everything that touches your brand affects it. How you market it, is the voice of your brand. Positioning is the stand you take. Community involvement is the heart of your brand. Brand perception is reality to your audience. How stake holders describe and talk about you has some impact on your brand standing and the perception factor. With all these influencers (and more that I haven't mentioned) there are any number of barriers that affect your brand's success.
Your job ( and a mighty big one) is to minimize any negative impact these influencers may have. Some of these are external and internal barriers. External barriers are situations like compliance issues and not keeping current with technology - this impacts productivity, dragging you down. Uninspired marketing addresses nothing and flies under the radar of your audience. Lousy service and union problems are massive barriers to your brand's success.
Every day in business something pops up that challenges your brand. How you react to them or not, impacts the brand. Couple the stress of this with personal barriers. One would be your alertness. Depending on how you tackle everything, fatigue has a huge impact on your efforts. Family responsibilities are another influencer. Whether you have a positive or negative point of view is a barrier. Have you noticed that when you dwell on the negative, it seems to attract more negative things to you? Lack of education - upgrading is another barrier.
Barriers are a fact of life. How you plan for them and how you overcome them are the bench marks of a truly great brand. Don't allow barriers to overwhelm you, and view their challenges as just another way to improve your overall performance. As I hurdle each one, I take pride in knowing I am in control. Surrendering to barriers is just the top of the spiral down.
A good exercise is to list your own external and internal barriers and develop a strategy to overcome and build on them.