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Published on Rochester Democrat and Chronicle on May 25, 2010
How to create, maintain a company brand
By Lynette M. Loomis, MA, MBA, APR

If profitability at your company is less than it was a year ago, your inclination may be to intensify your current tactics or to "sell harder." Often we get so wrapped up in the details of a problem, we fail to see the entirety of an opportunity.

Rigorous analysis of the root causes of success is as important as scrutiny of the reasons for underperformance. The key is to mobilize the unique attributes that can drive success.

How do you identify these attributes?

To start, set your ego aside. Talk with your customers and really listen to them. Customers are a source of great insight into your company because they are objective observers and first-hand users of your service or product.

Respect their vantage point; don't try to sell them. Rather, engage them in your future.

You are inviting your customers to identify your assets and strengths, define possibilities, and help you create a new vision for your company.

Ask exploratory questions that will prompt your customers to reflect on your relationship with them and elicit stories about your company.

Be aware of your own biases. Avoid the temptation to dismiss a unique incident as an anomaly.

Your goal is to identify assets, strengths or business opportunities that have been modeled in the recent past and that are possible to replicate. Sharing the results of these conversations can inspire your entire team to leverage its strengths and build momentum to create a realistic and positive course for the future.

Lynette M. Loomis is the owner of The Marketing Strategists and president of Your Best Life Coaching LLC. Contact her at www.yourbestlifecoaching.com or (585) 624-1300.