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Driving the Brand: Putting price in perspective

fast car

Some people are car people; some are not. Are those four wheels an extension of your personality—fast and flashy; classically sleek and sporty; new and shiny; ruggedly cool; or quiet and sophisticated? Are you willing to invest what it takes to satisfy your car-forward needs?

Conversely, to you, the vehicle may be just a necessary evil. You may rally behind the beige or the gray. For you, the daily driver is the practical shoes of transportation, devoid of both the thrill of victory and, hopefully, the agony of defeat. And, you likely invest as little as possible to get something that will reliably maintain your mobility, sans bells and whistles.

In business, we can see parallels in how executives drive their brand. Some leaders want the brand to be out front, loud and proud, paving the way for a strong customer experience. They invest in a well-oiled machine and put the pedal to the metal to get all they can from it. For them, the cost of branding is worth the investment for a jump in performance.

Others keep the brand idling along to maintain their presence but without a lot of hoopla. They fill up with just enough to get to their immediate destination and don’t dream about the road ahead. To them, expenditures on branding are careful and piecemeal, because they aren’t envisioning broader possibilities further down the road. They are planning for what’s right in front of them.

How do you drive your brand? Do you zoom along to realize the leader’s vision or are you content to inch along with the traffic, moving with the flow?

Whatever your style, it needs to align with the goals and vision you have for your business. If you are committed to build a strong brand, invest in the budget to achieve it and the right team to get you to the finish line.

Do you know your BIP Score™? Stay tuned: ALLE will be launching a new program to assess your opportunities to elevate your brand very soon!


Before You Brand: The Gut-check Guide to set up your brand for successAre you ready to build or energize your brand but don't know how to get started?

Are you unsure about how to select the right brand consultancy for your business?

Sign Up for ALLEnews and get a link to download the bonus: "Before You Brand: The Gut-check Guide to set your business up for branding success. These 7 strategic steps with guide you in making a smart selection.

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Next Issue:

Order-taker or World Shaker: Positioning up

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