Here’s another way to gauge the strength of your brand. Imagine you’re gone. If your company didn’t exist, who would miss you? Would your customers just move on to another provider with little noticeable impact on their lives or their businesses? Or would they quickly miss something that they wouldn’t be able to find anywhere else? If the former, your brand needs some serious work. You’re just too easy to replace. If the latter — if you’d really be missed — pat yourself on the back. Then watch your back, because a competitor will be trying hard to replicate what makes you so special.
