What is your Brand?

Submitted by Mitch Seigel on Thur, 12/15/2011

Last week I attended a breakfast meeting of about twenty marketing executives who meet once a month to assist one another in work related matters. The person who set up the group indicated to us that the restaurant where we’ve held the meetings the past eight years, was in the dog house with its corporate owners, due to lackluster performance in the past year....

So with easily over three hundred years of marketing experience in the room, we decided to collectively set our minds to help the manager of the location we use, as a pay back to the manager for being our host over the years. What we have discovered after only about fifteen comments from the group is that we don’t know really have a handle on the intended current brand of the restaurant or the desire for the future brand.

Do you know the perceived brand of your business or of you as an individual? Sometimes it is hard to determine, yet it is so important. When you aren’t around, what are others saying about you and your business? Hopefully they are saying the same things as you intended for them to say.

Branding takes constant monitoring, re-thinking and re-adjusting to coincide with changes you make with what you do, or the perceived changes in your brand against market competitors. This is much easier said than done! If you haven’t started this process, the best time to start is right now!

Without naming the restaurant above, we as a group are collecting information, developing strategies, and determining tactics to take, that will hopefully help this restaurant get back on track and allow us to have our meetings there for another eight years. Updates will come as we make progress down the road.

What are your challenges when it comes to Branding? I look forward to hearing your comments. Until next time …