Free Weight Brand Building

By Peter Cronin | Thursday, February 18, 2016 | No Comments

I met with a personal trainer this week. Turns out I have some work to do. It wasn’t intentional, but I guess I’ve kind of let things get away from me a bit. My trainer tells me that’s common, that it tends to creep up over time. We get busy, we neglect to cut out the time to plan, and we fail to execute.

We hear that same story from clients all the time. They’re talking about their brands, not their bodies, but the symptoms are the same. Where my trainer sees a lack of focus and the need for a more comprehensive exercise routine, the business owner feels a growing disconnect between his or her company and the perceptions, expectations, and desires of customers and/or employees.

Any conversation with a trainer quickly comes around to the word “core.” Keeping the body’s central nucleus toned strengthens the muscles that supports the spine, providing the foundation for overall health and wellness. In business, it’s all about your company’s “core” values. Again, same symptoms, same results. Letting processes, policies or behaviors deviate from the central tenets that support your brand leads to an unhealthy culture that will, eventually, negatively affect your bottom line.

A brand audit is the business equivalent of that session with a personal trainer. It brings an objective, professional assessment to bear, providing the kind of unbiased, critical look-in-the-mirror that can expose imbalances that may be too close for you to see in the short term, but can sabotage your business’s health over time.

One of the great benefits of any good training session – or brand audit – is the way it makes you feel. You might dread the idea of actually getting into it, but once you’re there, it’s fun. And the best part? After it’s over, you feel refreshed and refocused, ready to go back to work and do some heavy lifting.

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