As human beings we are constantly asking ourselves “does this pass the sniff test?”
Whether you like it or not, your brand is being judged. Here are five factors to consider.
1. Alignment – does what I see align with the message I am being told?
2. Authenticity – do I feel what I am being told is true, honest and authentic?
3. Transparency – is what I see what I get?
4. Commitment – is this person or company really committed to what they do?
5. Consistency – does this person or company show up consistently over and over?
One of my all time sniff test failures was a banner on a fence I saw waiting at a red light in Seattle. This poor banner looked like it had been through a storm and lost. It was so battered, its lettering was cracked and faded. Its message?
“Luxury Townhomes For Sale”
Peuw.
