Every company has a business strategy, but not everyone has a brand strategy. Yet a focus on brand helps to position your business in the eyes of your customer or prospects.In this week’s podcast Christine Moody, tells Phil Dobbie that the strategy involves determining your brand personality and what it promises to your customer. The outcome could be as simple as a word or phrase that differentiates your business from all others and provides an opportunity to secure future business.Once you have arrived at your brand promise you need to ensure that the approach is articulated throughout the organisation and reflected in everything you do.It sounds relatively straightforward, but arriving at your unique brand story can take a lot of soul searching. Often it involves rebuilding the essence of what your company is all about.See omnystudio.com/listener for privacy information.

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