At Fortune 500 and mom-and-pop businesses, there is a disconnect between the people who do marketing and the people who pay for it.
If you’re a marketer, branding is experience, voice, engagement, equity and promise.
If you’re a business owner, branding is logos.
I propose this definition:
What do people see? Your salespeople, advertising, web site, educational materials, speeches, and so on.
What do people hear? Word of mouth, referrals, social media. Recommendations from supporters, put-downs from detractors.
Branding isn’t just for Pampers.
When the purchase decision involves more than one person and gets complex, reputation is a shortcut for decision-makers.
For example, building or remodeling a house is an extremely complex decision. Yet, in surveys of buyers of home construction, buyers report that the reputation of the firm trumps existing personal relationships and price.
In the coming weeks, I’ll take a deeper dive into reputation and branding, and how to be the “go-to choice.”
Here are some resources:
Download: The influence of brand and reputation on business customers (McKinsey).
Watch: Joan Jett, “Bad Reputation” (below)