If you have been around business for any amount of time, you likely know that it is comprised of more than just a logo and some products and services. It is also made up of you and the people you hire to bring your mission, vision, and values to life.
Each action you and your team takes, every word that's used during a client interaction is a reflection of your brand. Good, bad, or indifferent.
So how do you know what language your brand is speaking? You need to:
Translate it.
We translate it when we sit with a customer and listen to what they have to say about the experience they have had with your company. Translating that feedback is often the only way we can make sense of what language our brands are speaking.
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. - Seth Godin
Understanding your brand's language will show you if your organization is representing your mission, vision, and values, or if you're just pushing products. Reach out to your customers and ask them what they "hear" when they work with you. You'll begin to piece these stories and expectations together in a way that will help you determine if your brand is communicating in a way that reflects what you care about.
Photo by Gabriela Palai
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