Companies need a “relevant” brand

Your brand is the sum of everything that you are putting out into the marketplace: your product, your service, your design, your marketing. Think of your brand as a person, it has beliefs, acts, makes promises.

You want it to make as many friends (customers) out there in the market as it can. A relevant brand is one that is speaking to the right group of people, saying things that they relate to, that will prompt them to buy, and that says it in a way that is different from the competitors. Understanding your relevant brand is essential to building a base from which you can strategically diversify from.

-Ken Tencer

*Adapted from an interview on The Business Coach, Episode 77 on Business Expansion Strategy at–podcast-77-business-expansion-strategy

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