In a world saturated by brands in every in sector, how do we truly distinguish those that ‘count, matter, made it’ etc.? I have often stated that the Brand is as good as its owner (the owner is the founder and the entire team or employees). When I look at Brands such as Virgin, Microsoft and Facebook – in my opinion I’m staring at giants! But what about those SMEs out there and the sole-traders who are perhaps not as well known (for now anyways)? How does it all work? Does opinion really matter? How do you know you’ve made it and actually count? Is it just a measure of net-worth and rich lists? Whatever the brand, the consumers before you, have the ability to make choices – choices that in some way benefit them – that is of course and unless they have been enticed or mislead by a brand to believe their choice correct. Its prompted me to take a look into my brand and its positioning, we’re not giants but we are ambitious! I’m wondering where the distinction lies when it comes to a brand and perception… humans have ability to make decisions and choices, rationalise them and act either on impulse, by following others, or by informed decision. Take for example, that exciting moment at a great restaurant, do you take a gamble, ask for recommendations or make your own choice? If we could be the food of your choosing, then you to us are the sustenance we need to build a strong brand and identity. So how does education and knowledge bind the distinguishing substance of a brand or perception today? The availability of information at your fingertips so to speak enables you to network at speeds where choices can be made within seconds. One could argue that being ‘educated or informed’ about brands today is a prerequisite of any future loyalty even before contact is made. So where does one acquire the knowledge that distinguishes the brand? It somehow seems to come back to perception here…. trusted reviews, online blogs, word of mouth, video, academic credibility and media influences etc. If it doesn’t work for you, does this mean it would not work for another? I often look at the Amazon product reviews and wonder how many reviewers actually took the time to distinguish what really matters i.e. did the product work for me or am I reviewing this for the sake of following or am I a competitor who is trying to sway the balance… Take for example, the Tale of Little Red Riding Hood: when Little Red Riding Hood went into the woods, she met a wolf and she naïvely tells him where she is going. He goes to the grandmother's house and swallows her whole and Red is about to walk into something strange… ...Specifically, the tale parallels how one may be taken in and controlled by the giant brands, therefore, mimicking subjection to the brand via perception i.e. isolate consumers by drawing their attention "away from the brand market" where the giant brand entity has complete control over consumer perception and knowledge. The Aspiring Woodpecker: So how did we mimic this Big Bad Wolf (giant brand) strategy? We adopted the philosophy to be ‘Powered by Smiles and Inspired by Learning’ we generate smiles which in turn produces loyalty and we share learning that creates credible lasting impressions. We believe our Testimonials are a testament to this, we have designed the new website with learner input and all those involved with the business (using perception: opinions and insight). But most of all we listened! We may appear to be the tiny Woodpecker amongst the Eagles but we’re always drilling and drumming away… join us, associate with us, partner with us!
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