Page 12 - DEC2022

TUNE-UPS FOR YOUR BUSINESS:
BRAND

POSITIONING

W hat do annual well visits, dental cleanings, and accounting firm with hundreds of clients, we wanted to

know with confidence what our clients thought of us
car tune-ups have in common?
All act as periodic check-ins that evaluate
health, whether it is for one’s own or that of one’s vehicle. and the work we were doing. If we were producing really
good work on time and within budget, how valuable could
Check-ins are important diagnostic tools that help people understanding our brand really be?
assess the health of any situation. The findings allow one to As it turns out, it is very valuable; attracting new clients,
proactively make changes where they are needed, redirecting as well as top talent, starts with an understanding of what
one’s course to better serve one’s needs and betterment. one is and the intrinsic value that one’s organization brings
Periodic check-ins are just as important for a business. to both the company itself and any clients it serves or will
A survey conducted by Boston Consulting Group and serve. Perception is reality, and if one isn’t in control of his/
Google found that, among respondents, 97% say that brand her own perception, then one’s customers will create it.
marketing plays an important role in creating awareness
and consideration, and 95% say that brand marketing can FIRST STEPS FORWARD
help a company differentiate itself from competitors. After As we began this journey, we sought to find the
all, human purchasing behavior is consistent, regardless of answer to that age-old question of “Who am I?” And every
whether people are buying for their company or themselves. organization that embarks on such a journey needs a
So, when was the last time you evaluated the health of wise counselor to guide them through it; we found that
your brand? in a marketing strategy firm. Together, we paved a path
That was a question we asked ourselves at PKF Texas. forward, walking hand-in-hand through a year-long
While we had been surveying our clients frequently over exercise of corporate soul-seeking.
the years, we felt it was time to take the temperature and We took a deep dive into the PKF Texas brand
stock of our position in the marketplace. As a successful through a carefully curated investigation process

12 NBIZ ■ December 2022