What do you think your customers would say when asked the question by a market research firm:

“What do you think of when I say (fill in your company name here)?

You may be surprised!

The Second Step in Branding is to determine your current position in the market place. Often this starts with an awareness study with an unaided, then aided questions about naming companies in your industry and next (the fun part) — questions about the precepts or factors.

What do people think of your company and those companies who are your competitors? You should have a variety of people surveyed too: People like your potential customers, former customers, current customers and the folks who quoted with you but never bought.

This can be extremely powerful information for your marketing program.

I contend that the first step in Branding is TO BE THE BRAND.

Second Step in Branding: Awareness.