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Mixed Messages: Examining perceptions

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I have fond memories of visiting the dentist as a child because 1) I had no cavities to worry about and 2) he always had Highlights magazine in the waiting room. My favorite feature was “What’s Wrong with this Picture”: Two seemingly identical cartoons were side-by-side and you had to find the differences between the two. You could feel something wasn’t just right, but it took careful scrutiny to pick out the details that made the difference.

In our daily business lives, we may be so over-scheduled taking care of operations that we don’t make time to scrutinize our brand. What our audience thinks or says about the brand may not match the image we intend to project. Something is wrong with this picture.

So, grab a cup of coffee or tea—I have an exercise for you:

Unless you have been devoted to managing your brand, chances are you will discover a gap…maybe even a chasm. So, what can you do to close the gap? Clarifying the conversation your brand has with your target audience will prevent the confusion and missed opportunities that come from mixed messages. Confused prospects don’t buy. Make it a regular practice to examine perceptions about your business to make sure your brand clearly communicates the value it provides.

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Next Issue:

It's What I LiKe About You: Revealing your brand value

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