I have a good friend in the Construction industry that researches a company's brand before he ever seriously considers them as a contractor or vendor on his projects. Most of us have learned that performance is as important or more than the lowest price.
He's also generous and tells the companies with brands that are damaged or broken what he has found.
Most companies simply reject his help and move on doing business as usual.
They are often defiant:
"Who are you to tell us that we have lots of bad reviews?! You don't work for us!"
That's true, he doesn't... but someone like him should work for you!
You proceed at your own peril and expense if you disregard a weak or damaged Brand.
* The health of your brand is as important as your financial reports...and it's a more accurate indicator of your ability to secure work in the future.
Rather than having an aggressive brand maintenance program, many companies don't pat attention to their brand until their financials begin to show a dip in business. Then it's scramble time trying to plug the leaks in the damaged Brand which usually occurs only after a lengthy "blame storming" exercise.
That's tragic because it is preventable.
So this begs the question:
How would you fix your weak or broken brand if you didn't know it
Without free feedback from generous people like my friend, you better find ways to measure the health of your brand...and then fix it.
Here are 3 things you can do:
1. Welcome feedback, especially negative feedback that identifies your brand weaknesses.
The best way to do this is to gather consistent feedback from your customers.
Search for customer feedback everywhere...word of mouth, social media, project discussions and most importantly...Customer Surveys.
* It's simple...The satisfaction of your customers determine how well you do in business.
The sad truth is that most Customer Surveys are little more than a half hearted efforts. Most companies have forgotten or never established why they have them, what their intent is and how to best use the information gathered.
Years ago I worked for a company who's managers were unable to answer when I asked this simple question:
"How are we using the information we receive from our Customer Surveys?"
You can find more information about the development and use of effective Customer Surveys at: