Blog Entry
Brand Matters
Published Sep 16 at 10:53 am
Sunday was hectic, and after a long day in the car with kids driving home from the beach, I finally found time to settle down that evening for my first snap of the day. No, that's not a typo… my first chance to watch opening day of the new professional football season. Before the game, one of my favorites, Bob Costas, was interviewing NFL Commissioner Roger Goodell on a variety of topics. For some reason I like Goodell, maybe it has been his firm and pragmatic hand in disciplinary measures with players the likes of Adam "Pacman" Jones and PETA's favorite, Michael Vick. Several times in the interview, Goodell referred to preserving and securing the NFL's Brand. In a sport that can be marred by the bad decisions of fame, immaturity and excessive lifestyles, Goodell and the team owners (and many players as well I am sure) understand the value of brand awareness and its relationship to fans and spectators with an increasing number of options in what and who to watch and whether to attend a game.
In business, our customers have options as well. What is driving their decision to choose us or our competition? While price can often be important, there are other factors… value, quality, convenience, service etc. These measures are often tangible and can be reinforced to build your brand. In addition to your goods or services, what are you selling? What is the value added that separates you from the competition? Somewhere in the answer is your business identity or your brand. Brand awareness is not simply knowing that you have a brand or image, but it involves managing that brand to get the most out of it. To manage something is to monitor it, critique it, "tweak" it, inspire it; in short, you make it better.
You may or may not be the boss of your business. Nonetheless, like Roger Goodell, you have a role to play in nurturing and protecting your brand and can expect the same of your employees, associates and perhaps even customers. While there are likely textbooks and consultants who can coach this sort of thing it's probably not all that complicated… like the NFL; decide what you want to be and monitor yourself to make it happen. Brand matters. What is yours, and how are you managing it?
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Skip Scaggs, Manager of Business Development
sscaggs@embdc.org