A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
We’ve spent a lot of time talking about branding and lightly branding products, services, and offerings that your company might have. Now let’s talk about you. How do you look at yourself, and more importantly, what is your brand image? You represent the company. In most cases, you are the evangelist for the company, for your division, and for your product. Your brand matters both to your personal career and to your company. We discussed briefly in an earlier chapter, the key brand attributes.
The following are the attributes of a brand:
- Image: Perception
- Experience: End to end
- Trust: Promise of consistent value
- Relationship: Emotional connection
What drives a brand’s value? Seventy percent of people use brand as a guide to their purchase decisioning. It doesn’t mean that brand is the ultimate decider, but it is a guide. Seventy-two percent of people say that they will pay a 20 percent premium for the brand of their choice, which means that if you are a chosen brand, a brand that’s highly ranked in your chosen