by: John Jordan
So... how have you been building your brand lately?
Now, I'm writing this in my best Barry White voice... "How's your Brand Lo-o-o-o-o-ve, baby?"
It may sound obvious, but increase Brand Love by branding better.
Branding your business better will help you increase awareness, attractiveness, and affection of your prospects (so they become customers), current customers (some people call them clients), and employees (yup, they need to be sold on you, too).
“Huh? I’ve heard of brand awareness, and brand attractiveness I understand, but affection? Brand Love? Is this guy smoking banana peels?”
Branding your business better will help you increase awareness, attractiveness, and affection of your prospects (so they become customers), current customers (some people call them clients), and employees (yup, they need to be sold on you, too).
“Huh? I’ve heard of brand awareness, and brand attractiveness I understand, but affection??? Is this guy smoking banana peels?”
OK, I admit, that term may be hard to take at first. But, haven’t you expressed to someone that you love something? “I love that soda.” “I love their pizza.” “I love that store.”
See? You’ve been enamored with a brand before. And there’s a very good chance you still are. So are other people.
Why would you say you “love” soda, pizza, or a store? Because an important nerve of yours has been hit. Some might call it “the Sweet Spot.” And it may not be all that obvious what that Sweet Spot is.
A soda tastes best to you over all others by itself. Or it may go better with certain types of food you enjoy. Perhaps your favorite pizza places makes the best tasting pizza. Maybe you enjoy the surroundings and atmosphere as much as the food. When you think about your favorite shop, maybe you think they always have just the thing you really want. Maybe you get treated like royalty. Or you feel good you can afford what they have, or because you can get a lot without spending a lot.
Thankfully, somebody has probably said, “I love that...” about your business. If they haven’t, you probably haven’t been open very long or open for much longer. Think of the last referral that came in. They probably did so because someone had high praise for you.
Now... the trick is to find out what was so praiseworthy, and effectively communicate it to similar prospects.
How to do it? Just ask for feedback.
Talk to your clients/customers about their experiences. Usually, they will have good things to say. Or at least they may buffet some less-than-glowing reviews with some good stuff. Speaking of “less than glowing,” when asking for feedback, be prepared for “warts and all.”
In fact, ask for it.
When it’s really bad, you’ll hear it right away. But when there a minor slip-ups, those can easily fall through the cracks. Always stress you want candid, HONEST answers. If you’re not willing to search out the “bad stuff,” it will only get worse, and small problems can grow exponentially.
So, ask your clients questions casually. Or even print up 100 or so quick response cards with three to five questions. With only a couple of well-worded questions and a space to record other thoughts, you may not only get good feedback, you might gain insight about your market, operation, or clientele that takes business to the next level.