Money is information. It is agreed upon values, which fluctuates based on the information surrounding your worth. If information says you are more valuable today than yesterday, the strength of your currency rises.
If the public agrees that the information surrounding your brand says that your brand is more valuable today than yesterday, it is more valuable today than yesterday.
Learning to manage the information surrounding your brand is vital to business development and sustainability.
What is the information surrounding your brand today? What information would make your brand stronger/more valuable to your publics? What are a few actions you could implement to get that information out into your publics’ hands and encourage them to pass the information along–making the impact of that information stronger, more-widespread, more credible and hence valuable than ever before? Communicate!
Yes, you’re seeing it right–this is all about strategic communication management. Identify your audience. Engage in a conversation with your public. Learn what they value. Be responsive to those values. Interact, learn and grow based on the needs of your audience. Let them know that their input and conversations about your business and industry caused you to change something in a meaningful way: your customer service, your philosophy, products, services, etc. You are not only engaged and listening and responding. You care. You care so much that you respond to input by changing.
If you are in business, your business is to serve. The strength of your brand depends on your ability to demonstrate that service, and your value is determined by your responsiveness.
All things being equal, people will tend to do business with those they know, like and trust. Be that person. Dare to be great!