You’ve probably heard the term in marketing that people do business with those they know, like and trust. I’d like to take that idea further and say people also do business with brands because they know what they stand for. What does your business stand for?
I will do business with companies like Whole Foods because they support my lifestyle. I know they sell organic food and are committed to the mission of healthier food. I buy Apple products because they are easy to use and they have great customer service. I buy training from online marketers that deliver what they promise like James Wedmore and Business By Design. I know he stands for integrity and authenticity.
What Does Your Brand Stand For?
Are people clear on what you stand for?Do you share what you stand for with customers? We can share what we stand for in our story, in our marketing and how our employees represent us.
We’re all different, it’s how we communicate that matters. Just think, there are probably 4-5 different coffee shops where you live from the big brands like Starbucks to Joe’s Main Street Coffee down the street in the strip mall. What make’s Joe’s different than Starbucks? What makes you want to patronize Joe’s?
Let’s use Joe’s Main Street Coffee as our case study and outline some ways in which we know what Joe’s stands for:
• Joe names his coffee drinks after organizations& people in the community
• Joe gives a percentage of his whole bean sales to causes he supports in the community
• Joe knows his customers value a more community feel and he trains his staff to treat everyone like they are family
• The décor is homey and welcoming
• He rewards loyalty with fun ways to win free coffee
• He engages you in real time on social media (Staff is empowered to be social media ambassadors)
• Joe know people appreciate the home baked goods he sells from the local bakery
• Joe has a large community room where local business can rent to hold meetings
• Joe will deliver a catered order to your place of business within 10 miles of the store
• Joe cares what you think and asks customers randomly if they would join him for a free cup of coffee and a chat where he gets invaluable marketing knowledge from his clients
Building a Brand People Love
Building a brand people love, patronize and refer others to is not easy. It does take a focused strategy and the tactics and time to implement. What prevents people from building a brand like Joe’s?
• Never enough time (# 1 excuse)
• To busy working in my business VS working on my business
• Not willing to invest in help
Six Steps to Building a Business/Brand That People Love
1. Be the CEO of your company. The one with the vision and expertise to drive your vision.
2. Hire others to implement your vision – this means investing money and time to hiring and training. You will be profitable faster in the long-run once you have the process to implement in place.
3. Always, I mean always be looking for ways to add value to your customers. Get your customers what they want and you will automatically get what you want.
4. Be sure you are clearly delivering your brand message in everything you do both offline and online.
5. Invest in technology if it keeps you relevant and drives leads and sales.
6. Invest in resources that will move you closer to your financial and your freedom goals faster. I don’t know anyone who doesn’t want to make more money and work less hours, but often we struggle without support to get there.
What Are Your Customers Saying About You?
Whether you are in a brick and mortar business or an online business, people often meet us online before meeting us offline. That means in today’s society we are checking review before making a buying decision. We look at reviews on Yelp and Google when we are looking for a place for dinner. When we shop online we read customer review before we make the purchase. From a professional perspective when we are hiring someone or considering a business relationship we check people’s LinkedIn profile as well as their recommendations.
Encourage your customers to leave a review and then engage with those reviewers. Thank them for leaving the comment, ask them to share a good experience with a friend.
We learn from what customers are saying both letting us know what they value and what they want more of.
Are you listening?
Knowing what your business/brand stands for and being able to articulate that brand message is critical to your success. Just like Joe discovered at the Main Street Coffee shop, with some effort, listening and acknowledging what customers want you gain brand loyalty and referrals.