"What a well-spoken man" I thought, as I was introduced to a dynamic mid-career professional. He and his family were visiting his parents. It was a familiar story - they had sent him to study in another country, where he excelled and so settled down there to bring the best he could offer to the world.
Okay! So you're asking what this has to do with branding? Well, although this man was well-spoken and a high achiever, he initially had found it very difficult to get a job. He was literally tearing his hair out in frustration! Then someone who had received his resume called him for an interview. Wowee! A breakthrough - and a revealing one too, as it happened. The interviewer said "It is so nice to know that you speak good English; because of your name I wasn't sure and it is important to my business that my staff speak well". Yes, personal brands do affect company brands, don't they?
So, guess what happened? From that day on Harinder became known as Harry and his career path rocketed in tandem with his abilities! Sorry Shakespeare but this doesn't always hold true: "A rose by any other name would smell as sweet" (from Romeo and Juliet).
This is a phenomenan known as Brand Dissonance i.e. when the image doesn't match the delivery and it could happen in any part of a company's chain of the delivery of its products or services. Is your Brand aligned well, in terms of image and delivery?
Actually its quite hard to beobjective about something that we are close to, and it helps to get an objective opinion from a third party as to whether we are projecting a profitable image. If you'd like my help in this area just call 603-21697704 or email evelyn@atheneumgroup.net and we could chat about what you have in mind?
BRING ME THE BRAND AND I'LL INCREASE ITS PROFITABILITY!
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