By James Hammond
Read Online or Download Branding Your Business: Promoting Your Business, Attracting Customers and Standing out in the Market Place (Business Enterprise) PDF
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Extra resources for Branding Your Business: Promoting Your Business, Attracting Customers and Standing out in the Market Place (Business Enterprise)
Sample text
Incidentally, here’s one way that’s guaranteed to screw the situation up even more, alienate people and give them indigestion all at the same time: offer them a discount voucher on a drink or sandwich while they wait for the next flight, if there is one. In the context of the scenario you’ve just read, wouldn’t that be the craziest thing you could possibly do to people? It would? ) As you can see, there are many emotional issues to consider about branding that are usually totally overlooked, even though there may be a pristine copy of the company’s mission statement hanging proudly on the boardroom wall as customer chaos ensues.
The point is, your customer today is calling the shots. She or he has heard it all before and doesn’t give a care about your banal and totally dismissive claim of ‘exceptional customer service’, because that’s a given today, not a bonus – even though very few businesses ever live up to their self-indulgent assertions. That’s why the customer is no longer moved by meaningless soundbites, straplines or empty phrases such as ‘We’re unique’, ‘Our product’s unique’, ‘We’re different because of our people’, ‘Become our customer.
Does your product or service build trust? Is it something that customers rely on? If so, how can you express these things emotionally? And last, but by no means least, how can your product or service help people to self-actualise and develop themselves? Does it help them, assist them and support them? Does your product or service enrich their lives and perhaps the lives of those around them, too, such as family and friends? Again, how can you express this in an emotional way? Remember, it’s the product/service features, tangible benefits and emotional benefit of the product or service along with the total experience of dealing with your business that keeps your brand in the mind of the customer.
