Who Am I?

By Glen Gardner

So, just who am I? That is a key question to ask before you start a branding campaign. The reason that question is so important lies in the fact that people need to remember your business or service for something. That “something” should be a differentiating factor.

The trick in answering the question properly is to put you in the shoes of the person who is the end- user of your service or business. Who you think you are and who they think you are can be two very different things. Who they think you are is the key opinion that matters.

Once you find the answer to that question, you can use the information to start forming the basis of your campaign. That information will be key in coming up with language that helps separate you from your competitors in the mind of the potential customer.

A great way to get the answer is to simply ask people who are already doing business with you. Ask them how they perceive you and why do they choose to do business with your company.

In this Internet age asking is easier than ever. One of the tools I really like is "Survey Monkey". There are paid options for larger surveys, but many smaller businesses would be well-served by the free option.

Once you discover who you are, then you can start telling the rest of the world using the frequency and reach that radio offers. But first, know who you are.