Tisha Oehmen

Tisha Oehmen

Too often, when we consider branding, we focus entirely on the name of the business, the smartness of the tag line, or the commercials we produce. But branding should be about creating a consistent experience for the customers — and the way that is best accomplished is actions.

We all know that that we believe a person’s actions more than the words they use, and the same is true for a business. Want to be known as a customer-centric organization that cares about the community? How about a knowledgeable resource? The best way to position your company to be known for those things is to actually be those things. Any good marketing agency will tell you that the words are important, only after the actions match.

Focusing on actions in this economy makes sense, especially since actions are the foundation for a great brand. A company that can demonstrate consistent actions is still, sadly, unique. You note those companies – you talk about those companies – and most importantly, you promote those companies. This is a big opportunity for businesses that are paying attention. In order to get your share of all that free buzz, all you have to do is to make all the actions in your business consistent with what you want to be known for.

Admittedly, the actions are the hard part. It is a lot easier and more gratifying to hire a flashy marketing agency and roll out an exciting new brand position. However, that will cost a lot of money for the agency, the brand, and the promotion. In reality, a “lot” of money is in short supply in this economic environment. Making our actions match what we want our brand to be is hard work, but getting it right is fantastically gratifying.

I have spent some time discussion how to actually accomplish consistent actions at my blog Finding Brand | Branding Doesn’t Have to be Expensive. But common sense will rule the day here: for just an hour, take an observer’s view of your business. Watch customers coming in, where they go, what they do, and who the talk to. Pay attention to what they ask, what they say, and how they say it. If not every action is telling a consistent story about what you want your brand position to be, then you have an extraordinary chance to dramatically enhance your brand position by editing your company’s actions so that they are both consistent and imparting the feelings you want your brand to stand for.

Examining your business’ behaviors and making the necessary changes to ensure your business’ actions are in alignment with what your brand aspires to will give your brand position an unparallel boost and let your actions speak louder than words.

Tisha Oehmen is the author of the Finding Brand Blog and a principal at Paradux Media Group in Medford, Oregon

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3 Comments on Branding with Actions – Not Words

  1. […] pleased to be the guest blogger this week over on the Marketing by Deepak blog. Click on over here to learn about why Branding With Actions – Not Words is critical to […]

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  3. […] pleased to be the guest blogger this week over on the Marketing by Deepak blog. Click on over here to learn about why Branding With Actions – Not Words is critical to […]

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