What Does Your Brand Look Like from the Outside?

I am often an outsider. This isn't a complaint -- I actually like being the outsider. It's fun, people treat me with respect (usually) and I can bring a whole different perspective to my clients -- an outsider's (customer, partner, media, investor) perspective. And that's just what you need to tell a brand story.

It's difficult to ask your customers what they think are your brand's strengths and weaknesses. Even if you have the fortitude to ask the question, your customer may not be able to provide the honest answer you need. Far better if you get an outside view, for example, through surveys or interviews.

The same is true when you prepare for a presentation. Most of the responses to the question, "How'd I do?" tend to be, "Great boss!"

Bottom line: if you want your story to have the most impact, run it by someone outside the business.