It is a great article and something that every business owner needs to think about. Even if you are small. Read it, and understand it!
I don’t think that you need to implement a big strategy and employ specific marketing and spend lots of $$ in doing it, especially if you are small. It just means you have to know what your business is. Know what you represent as a brand, and what your brand promise is.
We had a team meeting recently where we discussed this exact thing. We talked about our business, it’s values, and what we really do. the key thing is that we need to understand costumes.com.au as a brand and an entity. We are more than an online costume business. Much more than that really. I won’t go into it, but we have a clear idea on who we are, what we offer and the problems we solve.
We know what we are about.
What do I mean by that? I am really speaking about what our core business is.
If someone asks you what your business is, what would you say? “We sell phones”?
“We build websites”?
If you really think about it, that is NOT what you are doing. And the mistake that a lot businesses make is not really understanding what they are about.
What you might really do is “Enable faster and higher quality communications”, “Solve eCommerce headaches”, or something like that.
The questions you need to ask are
- What problems do you solve for your customer?
- How does your brand relate to your customer?
What does your brand promise to do and be for your customer?
Once you know the answers you can start implementing that brand promise in everything you do. This leads to lots of great things. Better business decisions (with a customer focus). Better decisions about brand partnerships, about design and product and office morale and environment.
Your customers care about your brand and their interaction with it. So work at it, start asking a few questions, and good luck!