ROOKIE CEO: HOW DO YOU ACCURATELY MEASURE A SMALL BUSINESS' BRAND IMAGE?
This was a question I was faced with after I discovered the strip club customer acquisition strategy. More about that here
We conducted surveys with customers and prospects. People were aware of our reputation. But how much had it hurt the brand?
That was a more difficult question to get a candid response to. Prospects and customers seemed to answer differently depending on who they were talking to or what their agenda was. There was a lot of virtue signaling going on too.
So we decided to partially rebrand (no name change) with the tag line: UNDER NEW MANAGEMENT
We changed marketing collateral, visited every customer in person and re-introduced out new team and we took out ads in industry publications.
I chose this path because I was unsure of how much, and what value to assign to the name of the company and I did not want to risk any collateral damage. Would I make the same choice again? I'm not sure. This is one of those judgement calls that for me still isn't clear cut.
Expect a lot of these in your leadership journey. What choice would you have made?
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