How is Your Cooperative Perceived in Your Market?

January 2, 2017

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:

  • What is the market’s perception of your co-op?
  • Does your current branding accurately represent what your co-op is known for?
  • Is there a need or opportunity within your co-op’s service area to gain a competitive advantage with a stronger brand?

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.