Brand Love, Part 2

Last issue, I talked about increasing your Brand Love-- meaning to increase the affection that prospects and customers feel toward your business.

Why?

Because increasing "affection" will build relationships. Those relationships, if made strong enough by increased Brand Love, build a bridge for prospects to become customers. To some, that bridge might be made of rope, swaying in the breeze, complete with wooden planks. To others, it will be a mighty stone structure. It all depends on how well you connect with each prospect.

It also means putting more cement on the bond with the customers you already have. Locking customers in, tighter and tighter with every brand experience is a critical aspect to profitability and growth. The reason here is twofold: It costs less to maintain current customers than to gain new ones, and the best advertising is word of mouth. Sounds like a cliché ('cause they are), but... it's true, folks.

So, the big question is: How to do it and do it better than your competition.

Previously, I mentioned getting honest and forthright feedback from customers. Having one-on-one conversations can help. You will also get valued honesty from questionnaire cards that have a few quick answers AND some space to write in other thoughts. Actually, that could be the most important aspect of the card. Getting this kind of feedback can provide huge rewards.

First, this type of "silent" feedback lets the writer give a more honest opinion, rather than talking face-to-face. They don't have to sign their name. Also, the feedback given can open up trains of thought that may not have occurred to you before. You may get insight into improving your core business. The insight may turn into a realization that leads to big discovery, such as a different product, service, or an entire market.

Another way to increase Brand Love is the proper training of your employees. Nothing is more of downer (except perhaps bad merchandise) to a customer than an incompetent employee. Service should be a big part of your marketing plan, and that means involving time and expense to train your employees properly. We've all heard our economy is becoming more service-based, but we've all suffered from bad service- more often than not. Being on hold five minutes or more. Being ignored when you walk in the door. Given incorrect information, being overcharged, or having something delivered late. All bad news for customers.

I once called a local outlet of a national home center chain, and I was on hold for 30 minutes! I stayed on as long as I could, just to see actually how many minutes it took for someone to answer. It was so long, I could hum their jingle in my sleep! And they never answered. Now, I go strictly to their competition. Alarmingly, it's to the point where mediocre service is so noticeably different, it gets applauded. Keeping your employees trained and caring starts at the top. So if this hasn't been a priority for you, make it one, and you'll see your referrals go up.

This leads into my next point - becoming the Preferred Employer. In the marketing triangle, there are three elements: Business, Customers, and Employees. With the Business at the apex of the triangle, it cannot exist without the other two. You're not just marketing to customers. You are marketing to your employees too, because they are investing their time to work for you.

When you create an excellent work atmosphere and employees find working for you rewarding, you get great performance from them AND you attract top talent. Those are two things that are priceless and almost insure success. Conversely, when you don't care about your employees, their training, or make work an unpleasant experience, count on poor to mediocre help without much care or effort. I cannot think of a faster way to drive good help and customers away.

Being the Preferred Employer doesn't mean doesn't mean there are no rules in place or you pay obscenely high wages for comparable work. It simply means your employees are respected, taught to do their job well, given proper feedback when needed, and are made to feel valued.

Take a good objective look around your business. Get honest feedback from your customers AND your employees. Great businesses become that way because they are constantly searching for ways to become better. Those two groups should be your most important and most depended-on allies in that never- ending search. ~

Republishing part of or entire article, in all forms, is welcomed, as long as author bio info is printed and proper authorship credit is given. As a courtesy, please send author a complimentary copy.

John is a freelance commercial writer based in Omaha, Nebraska. He publishes a free monthly e-zine focusing on branding, advertising, and marketing from his web site http://www.brandedbetter.com. Speaking with both agency and in- house experience, he knows the most valuable asset of a business is its brand.

---

Franchising is Virtually Fraud Free

The number of complaints to the Federal Trade Commission on... Read More

How to Work with Your Graphic Designer

As a graphic designer, I can tell you something right... Read More

All About Branding

In this article i will explain how you can make... Read More

Product Positioning for Enterprise Software and Information Technology Companies

Good marketing positioning is like good lying. No, we're not... Read More

Clouds Gather Before A Storm: Utilizing The Power Of Brand

How brand management can help utility organisations to create a... Read More

Branding On The Web Is Like Mining For Fools Gold

I am sick and tired of marketing geeks touting the... Read More

How Do You Define a Good Logo Design?

Everyone wants his company logo to be the best but... Read More

The Role of a Visual Vocabulary in Brand Identity Design

Visual elements are a major part of your business's brand... Read More

The Trust Issue In Marketing

One of the prime motivating factors in the purchase decision... Read More

12 Ways to Reduce Postage

1. Never send a letter that weighs less than 30... Read More

Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!

Colour is essential to building a strong brand.Many of you... Read More

Brand Equity - Brand Identity Guru

7 Qualities Of A Strong Brand:1. Commands premium pricing while... Read More

Build Customer Loyalty by Promoting Your Customers

Do you want to attract new customers while building greater... Read More

Three Brand Identity Myths That Will Bring Your Business Down

To begin, let's define "Brand Identity," which is the combination... Read More

Brilliant Branding Builds Business

Branding is more than product recognition or a simple logo.... Read More

Quick Tactics To Brand Your Business And Make More Sales

This may come as a surprise... to you, but Branding... Read More

Britney Spears Branding

How would you like to sell as much in one... Read More

Your Small Business Name -- Important?

You bet a name is important. Many small business owners... Read More

Business Branding - How Character Affects Customers and Your Business Image

The public buys far more than just your products, services... Read More

Strategy and Tips for a Successful Logo Design

Visual processing is the most important way for gathering information... Read More

How A Crazy Branding Stunt Can Bring Results For Years

As a beginner, you would be forgiven for thinking that... Read More

The MOST Expensive Mistake You Can Make

Most people who own a small business have a huge... Read More

Shattering the Branding Myths

If you've been online long, you're sure to have seen... Read More

Do What Works

"Can you hear me now?"You'd be hard pressed to find... Read More

Time To Revamp Your Visual Identity?

Look at your company logo. Does it fade into the... Read More

Which Of These Words Attract Your Clients

Whether it's your business card, tagline, article title, web site... Read More

Brand Image - Brand Identity - Brand Strategy - Brand Identity Guru

Consumers perceive and accept many brands within a certain trade... Read More

Corporate Logo Design ? 6 Keys to Success

A corporate logo design should be highly instrumental in building... Read More

Brand Name Identity in the Oil Business

I submit to you that Brand Name Identity in the... Read More

Why Having A Niche Automatically Boosts Your Credibility - Become The Expert by Getting Focused

Yes, yes, we've heard it all before... loads of life... Read More

Don?t Overlook Your Email When Considering Your Brand Identity

You wouldn't skip letterhead when sending out a sales letter... Read More

What Make Us Unique and Different

Starting a business can take a lot of time, money,... Read More

Image is EVERYTHING

The absolute foundation of your small business is your image.... Read More