BQ Tip # 14: Your Brand is in the Eye of the Beholder

Recently the CEO of a successful Southern California company told me that he was interviewing a girl for a job opening. During the interview, the girl's cell phone rang. She picked it up and had a conversation for 15 minutes while he waited. Needless to say, she didn't get the job. Sometimes people lose jobs and have no idea why because they don't understand how they are perceived by others. The same is true of companies. They might believe they have excellent customer service - their customers, however, don't agree. They might think they are innovative, but they truly don't offer anything that's different from their competitors. Before you brand yourself or your company, ask yourself how you see yourself, then find out how others see you. Ask their opinions in person or via survey. Ask friends, confidents and colleagues to be honest in their evaluations. Notice a gap? Be aware of the "brand gap" and take immediate actions to fill it. Otherwise, you'll miss on opportunities and never know why.