Character And Your Business – The Connection Many Marketers Can’t Fathom By David Feinstein

People buy more than simply your goods and services and any “image marketing” you may be doing. Whenever they contact anybody or everything linked with your organization, they are immediately branded emotionally, for good or bad, by the whole of your corporate character.

It makes no difference whether you’re a startup or an established corporation. A consumer’s likelihood of becoming a repeat, paying client can drop in no time. And their likelihood of positively associating the brand with positive experiences can increase if the brand is found wanting at any point in the customer relationship scenario. If this doesn’t attract your attention yet, there are already problems ahead for you and your business.

Does your brand have a character? if yes, please tell me in 1 word!

Although “brand marketing” and “brand character” are commonplace in the corporate world, they are nevertheless jargon. These buzzwords are fine to use in boardroom meetings and seminars, but consumers often don’t understand what they really mean.

While highly compensated marketing experts advise you to focus on presenting images of your product or service, they fail to mention that it is your organization’s brand that actually imprints. Most importantly, the complete character of your firm imprints that brand on the emotions of your clients, a domain much beyond what is taught in a standard business curriculum. So, I think it’s likely that any professional business consultant would bring this point of view to the table.

Any time you interact with your potential buyer is a “moment of truth” or, better yet, a “moment of judgment,” and the public can tell when they’re being manipulated and reacts accordingly.

You and your business are constantly developing a unique brand identity.

It may be seen as both a proactive and reactive moment. The consumers only have to look at it, feel something, and make a decision about YOUR future.

Most marketers put too much focus on product, ignoring the power of people and emotions

Paying attention is the best thing you can do for yourself and your business. Accept the fact that people know when one product or service is better than yours, and that they always vote with their wallets.

They may have been impressed by your product’s creative qualities, but a greedy price markup, for example, may easily drive them away. That’s as bad for the business’s reputation as recalling a batch of tires.

Yes, failing to keep consumers happy may be disastrous to your business’s bottom line. Therefore, you must be more vigilant today than ever before.

And talking about feelings, why don’t some products sell well while others do?

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David Feinstein
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