The Steps to Brand Greatness - Or Purgatory
The Steps to Brand Greatness - Or Purgatory
The method of developing your small business brand is made from a series of steps - interdependent and progressively connected. Every step...
1. needs cultivation over time
2. represents an vital whole building opportunity
3. desires to be achieved in the eyes of your customers before you can proceed "up the ladder"
Positive Interactions
Your whole story begins with the interactions your little business has with all its stakeholders (customers; staff; vendors; volunteers, etc). Positive interactions that take place across all touchpoints accumulate to form positive customer experiences. Let's use the telephone customer service touchpoint for instance:
? each time a client calls your tiny business they get to speak to a "live" person
? that person continually has great phone manner and has been given the tools to assist
? over time these individual customer service calls accumulate into an overall positive complete expertise for that client
As a small business owner, it is vital to perceive the cumulative impact of these hundreds/thousands/various individual communication opportunities - embracing the philosophy that each interaction is vital will help lay the foundation to make a great brand.
Consistency
Participating in positive interactions at each chance, across all touchpoints, is the following step to whole greatness. Repeated positive interactions add up to an overall brand experience and form the idea for developing loyalty for your small business brand.
Case Study: WestJet
? Touchpoint: Phonephone Client Service - Interaction: friendly; helpful; genuine
? Touchpoint: Website - Interaction: easy to use; convenient; reliable; fast
? Touchpoint: Airport - Interaction: flights are on time; friendly check-in
? Touchpoint: In-Flight - Interaction: free TV; fun; casual; relaxed; friendly
Credibility
cred-i-bil-i-ty: 1. the standard or power of inspiring belief; 2: capability for belief
credibility gap: 1. lack of trust; 2. lack of believability (Supply: Merriam Webster On-line)
Seeing/experiencing is believing - An ongoing series of consistent and positive interactions will "inspire belief" in your little business brand.
Authenticity
The ongoing engagement of consistent, positive interactions with your stakeholders begins to formulate your brand culture - an honest illustration of your tiny business beliefs and values. Michel Hogan does a nice job explaining the "authentic complete" in her manifesto "We have a tendency to Would like a New Word for Whole":
"Authentic brands don't seem to be concerning marketing. They are not products. They live inside the company. And they are held and enacted of the individuals, by the individuals and for the folks!...your brand acts as the muse of your company. Its principles are the framework for thought and action by everyone within the company. While not it there is no consistency, no alignment between what you say and what you do, no synchronicity between who you are within and also the method you gift yourself outside.
You will ask-"well isn't that the identical as culture?" The answer is yes and no. Authentic brands are in many ways that the identity of the corporate culture. They help that culture become visible. They conjointly embody the values and purpose of the company, giving all these things a face and a voice which will be seen and heard by everyone the company touches.
Authentic brands live or die with the folks in the organization. If they don't believe the whole, if they do not feel it is their cause, no campaign or change program on earth will facilitate it succeed. Authentic brands feel natural. There's no would like to "educate" the workers-they feel it immediately. There is no need to launch the "new" brand on your unsuspecting customers-they have known it for years. When you're doing it day in and outing, saying it becomes nearly superfluous.
This can be precisely why you ought to need to find your authentic brand. Just imagine a brand that's enduring, that lasts beyond the subsequent ad cycle, that is sustaining and sustainable, that feeds the soul of your company and makes the full stronger. Imagine a brand that doesn't cause disharmony inside your company, that doesn't cause friction with the means you already do things.This can be an authentic brand!"
Trust
As your small business complete develops, it instills a level of expectation from your stakeholders (complete guarantees). Your whole "keeps its promise" by consistently exceeding the expectations of your customers, employees and vendors - the muse of building trust.
Loyalty
Trust leads to loyalty - the top of any brand. Complete loyalty is demonstrated in a number of the subsequent ways in which:
? Customers become dedicated to buying your product/service over that of the competition
? Customers specific a need to market your whole though Word of Mouth
? Brand forgiveness - customers opt for not to dwell on the occasional service gap and continue supporting the brand. (Note: Take care not to require advantage of the loyalty customers have bestowed upon your brand. Although it takes a while to build, complete equity will erode very quickly if you start breaking brand guarantees)
? Customers will seemingly pay higher prices for your product/services
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