Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 99

Before you invest time and effort developing a brand consistent with your brand identity statement, put it to the test. Seek feedback from others within your organization and from people outside your organization, preferably from existing or prospective customers in your target market. But you can consult friends and family members if the other options aren’t available.

As you gather feedback, use it to answer the following questions:

 Does your brand identity statement resonate with people and appeal to what matters most to them? If not, find out what would appeal to them.

 Is the promise (mission) conveyed in your brand identity statement realistic, and can your brand deliver it consistently? If you’re talking to existing customers, ask them whether they think your brand is living up to its promise.

 What’s the brand’s perceived personality, and how does it compare with how you want your brand to be perceived?

 What do you think you need to do to bring people’s perception of your brand more in line with the brand identity you envision?