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Brands are defined by customers, not companies from "summary" of The Brand Gap by Marty Neumeier
Brands are created in the minds of customers, not in the boardrooms of companies. It's not about what you say your brand is, but rather what customers perceive it to be. Your brand exists in the minds of those who experience it, not in the words of those who create it. This means that understanding your customers is crucial in building a successful brand. When customers interact with your brand, they form perceptions based on their experiences. These perceptions are what ultimately shape your brand identity. It's important to note that these perceptions can vary from one customer to another, as everyone has a unique experience with your brand. Therefore, it's essential to listen to your customers and understand what they think about your brand. In order to build a strong brand, you must align your brand identity with your customers' perceptions. This requires a deep understanding of your target audience and their needs, wants, and values. By connecting with your customers on an emotional level, you can create a brand that resonates with them and builds loyalty over time. Furthermore, staying true to your brand promise is essential in maintaining a positive brand image. If customers perceive your brand to be inconsistent or misleading, it can damage your reputation and erode trust. Consistency in messaging, values, and experiences is key to building a strong and trustworthy brand.- The success of your brand depends on how well you understand and connect with your customers. By focusing on their perceptions and aligning your brand identity with their values, you can create a brand that stands out in a crowded market and builds lasting relationships with your audience.
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