Building your brand? Look at Texas brand building.
A brand is really a communication strategy and is considerably more than an outside picture of a company. Actually, a well branded company starts internally and summarizes the experience and who you’re that I’m going to have as your customer. A brand is developing a predictable and consistent experience for EACH customer EACH time they come into your company. In a recent article within the Financial Post, Nancy Truman, writer of The Fundamentals of Branding states: “It is really a promise to your own clients. The real quality of the product/services. The way you see yourself and the way you need to get viewed by the people.”
Recently, I had a first-hand experience with referring a close friend of mine into a spa for a service. I were going to the spa for quite a while and constantly had the most amazing experience. I usually went to the exact same tech and to this day I say she is the top service provider around, hands down.
Like I was consistently made to feel the tech did not engage her, did not address her concerns and didn’t make her feel special. As my credibility was questioned with my buddy it resulted in deflating my trust within the service provider. It put me in the frame of mind that if I’m referring friends to insist as I do they see exactly the same tech or not to bother going there.
What exactly does this speak of…poor branding. The encounter isn’t consistent for each customer and consequently the message becomes confusing and not memorable.
If you’re unsure how your customer experience rates on an excellent scale then a fantastic instrument is really a mystery shopper. Well branded businesses often have this service performed 2 – 4 times annually to assist the company grow and develop a better brand but also to not only guarantee the customer experience is consistent.