What Does Your Brand Mean To People?

Last week we talked about Brand Purpose. That is, the purpose your market has for your brand. The role that people have for you and expect you to play to perfection. Today, let’s dig a little deeper and examine what your brand means to your market. One true test of a great brand is the level of sorrow people feel if it goes away. The great American airlines, PanAm and TWA are still missed. Harley Davidson devotees were in agony when it seemed to be close to closing its doors. Sears and Kodak are two more great brands that meant a great deal to people. Now they’re zombie brands that won’t quite die. Owners and managers of brands that are lucky enough to still be alive in this pandemic need to think about what their market would lose if they suddenly closed up shop. It’s easy to say, “Nothing. My customers would just go to my competitors.” But, as we discussed last week, there’s a reason your customers are buying from you and not them in the first place. What is that reason? And what does it mean to your market? Read more.