OK. So why not? There’s a Horse Whisperer, a Dog Whisperer…there’s even a Ghost Whisperer. The name is meant to connote one’s ability to “speak” to the named entity in a language only it understands…and thereby achieve a level of cooperation and performance previously thought impossible (or at least improbable).
I’ve seen many things throughout the course of my 35+ years in the world of words, writing, marketing and yes, brands. And although the verb “branding” didn’t come into vogue until, ohhh, maybe fifteen years ago, it has been misused, misinterpreted and undervalued for much longer. There is a marked tendency for business owners to confuse product with promise, maximum effectiveness with mere presence.
A brand is not a product. It is a promise. One that your customers expect you to keep.
Brand effectiveness is not determined by how many times and places you can throw your logo. Brand success is a “how,” not a “what.”
As a Brand Whisperer, I put clients in touch with how to stay in touch…how to make a brand connection and sustain that engagement with consistency, value and trust. What it takes is defined goals, assessment of what’s working and what’s not, and strategies for keeping the brand message (promise) on track, on target and on course for the future.
When was the last time you actually gave thought to what and how your brand…not your business…was doing? Do your clients have a clear understanding of the intangibles you provide them and why they should trust you over your competitors? Are you yourself contributing to client confusion when it comes to conveying your own vision? Are you delivering 100% on your promise? Could you do better in the delivery department?
I can help. When you’re ready, give me a whisper.