The Step-11 is to understand your brand’s Image.
Brand Image, in simple terms, is how your customers perceive your brand to be! This brand image or brand perception is built over a period of time by customers’ interaction and experience with your brand. The customers’ experience not necessarily come through purchase of your products or by using your services. It can also come from word-of-mouth from someone else!
Your brand will be perceived differently by different customers, but the challenge is to form a consistent brand image across varied customer base.