Is your brand a House of Cards?

When you build a house, you start at the bottom. Because creating a good foundation is important to what comes next. Without it... everything else is on rocky ground. And no matter how good it looks, it will never last.

Building a brand is no different. But most companies do not get that. They want to start with the stuff you can see... the pretty pictures... the stuff they can mail to their customers... or put in a shiny magazine.

But if you do not first know... and most importantly are able to articulate who you are, creating a piece of communication will be a waste of valuable time... and certainly... valuable budget dollars.

We use this with our clients to focus them on what is important and what should come first... a strong brand foundation.

Most companies do not:
- Define their brand
- Communicate who they are
- Deliver what they promise

Can you? Or are you building a House of Cards?

Here is a checklist to help you define your brand:

- Who are you as a company?
- What exactly do you do?
- What makes you different than your competitors?
- Who cares about all this?
- Is your difference compelling enough to motivate action?
- What do you promise to your customers?
- Can you deliver it?
- Can you deliver it consistently?

Rosemary Breehl
President, Breehl Traynor & Zehe
www.btzbrand.com