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Now is a great time to take a closer look at your team to see where your brand lies in their eyes.

By team I mean stakeholders such as employees, suppliers and customers. Survey each of these three groups and see if they understand exactly what it is that your company does and if they concur with your brand values.

Getting a good read on your team allows you the opportunity to correct any deficiencies. The most important thing is not to be afraid of negative responses but to see these responses as opportunities to improve. The results can be a terrific spring-board to a positioning strategy that differentiates you.