One of my favorite all time books on this topic is The Brand Gap. By Marty Neumeier.

The author sets us up by clearing the deck on what your brand isn’t.

It is NOT your logo…that’s just a symbol.

It is NOT your product or service…it is what it is.

So what is it? it is not what you think it is. It is someone else’s gut feeling about who you are and what you do. In other words, it’s never about you. It is all about the person you want to open their wallet and pay for what you have to offer. 
Of course, you must understand your product, service, or company from this perspective, and manage it accordingly. If that means do some research and get customer feedback along the way, just do it.

So how do you understand your customer in the first place? Here is a four step process I learned at BBDO that never fails… 
1. Know your Prime Prospect. 
2. Know your PrIme Prospect’s Problem. 
3. Know your Product, (or service) 
4. Break the Boredom Barrier, (being a good and interesting communicator is key).  

Hey, it’s July. I do not think it’s necessary to babble on any further. 

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