BUSINESS 101

Discovering Your Brand Image

A game of “20 Questions” to play with your staff

these are questions I ask clients in order to get to know their practice, their target market, and their brand image. Have you asked yourself these questions? Are you happy with the honest answers?

Ask yourself and your staff these 20 questions to make sure you all are on the same page when it comes to your brand image.

1. What is our brand image?

2. What words do patients associate with us?

3. What is our color scheme?

4. What are we most known for in the community/to patients?

5. Who is our target market?

6. What demographic info do we know about that market?

7. What makes our customer service special or unique?

8. How do we differ from our competition?

9. What is the dollar amount of our average sale?

10. What do we sell the most and least?

11. What do we want to sell that we don’t yet?

12. What items would we like to stop selling if possible?

13. What do we sell that the competition doesn’t?

14. How do our prices compare to local/national/online competitors?

15. What are the benefits of our current location(s)?

16. What is our ideal location if it could change?

17. What areas need displays that lack them?

18. What is our strongest visual merchandising statement?

19. How do marketing and visual displays currently affect our sales?

20. If the business sold today, what would add the most value to the price?

Let your staff answer anonymously. And be prepared for surprising answers. Then discuss their responses AND your goals. Show them their honesty is appreciated. Your job in all of this isn’t just to tell them the way it is but—as a team—to learn, grow, and evolve.

— Travis Reed

Travis Reed is CEO of Creative Visionary in Chicago. He will be participating in a panel during Vision Expo West on visual merchandising, moderated by Eyecare Business’ Steph De Long. To find out more: visionexpowest.com/continuing-education/highlights