How is Your Cooperative Perceived in Your Market?
January 2, 2017 • 1 minute read
January 2, 2017 • 1 minute read
Is your cooperative’s brand consistent with your values, mission and goals?
At Paulsen, we help clients truly own their brands through a proprietary process called the Brand Activation Plan. It’s designed to identify your cooperative’s unique attributes and competitive advantages.
Through a series of interviews with members, employees, board members, staff, vendors and non-member producers, we pinpoint the characteristics and brand personality of the cooperative. Questions we address include:
Through this process, we’ll discover whether there is a significant difference between your co-op’s desired brand and how your co-op is actually perceived in the marketplace.
It is important to align brand perception with brand reality to ensure your co-op is meeting the needs and expectations of your customers. It also helps your co-op maintain a consistent message at every brand touch point—from the CEO to the sales team to the member-owners.
With this information, we can help you create a communications strategy that builds on your strengths, corrects marketplace misperceptions and helps you reach your goals.