You cannot control your brand

A company, like an individual, can only control its intention, its action, and its reaction.

If you think about it, intention, action, and reaction are only about 1/4 of a brand’s value. The customer controls the remaining 3/4 of the brand’s value based on their perceptions of how the company delivers, whether it be product quality, service and fit the customer’s needs, values and expectations.

Company’s influence their brand value through interactions. Customer’s control brand value.

If you got up this morning believing your company is in control of its brand, your year is already off to a rocky start.

The good news is it’s only January 3. You still have a few days to make changes.

Will you make them?

David Harkins is a business strategist, speaker, and teacher.

He is the founder and executive consultant at David Harkins Company. In his spare time, he writes hikes, explores, and creates art. Although, not necessarily in that order.

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