Brand Feeder #1: Carefully Look at What Your Customers See

(Author’s note: Beginning today I’m going to explain 12 ways that you can feed your brand every day. Your brand is the value people think they receive when they buy your products and services. It’s also the value people think they will receive if they buy your products and services. A brand is like a person. It needs to be fed every day in order to stay healthy and strong. Take time each day to strengthen your organization’s brand. One day you will look back and be amazed by the number of sales you are making to
people who come to you wanting to buy your products and services.)

If your website is the first thing your potential customers see, then study it carefully. Does it clearly explain what business you’re in and how you add value to customers? Is it clear what you sell and why those products and services are of value to other people? Is it clear how a person can contact your organization? To be honest, I don’t understand companies that make prospective customers fill out an information sheet on the website in order to be called back. Why not just put your phone number and an email address on your website? Why make it hard for people to reach you? Would you have people walk up to your door and tell them to fill out a form and that you might call them back?

If the first interaction a potential customer has with your organization is at a retail location or at an office, does that physical space exude the type of look you want it to project? Does it make the potential customer comfortable or uncomfortable?

You might not be in charge of your website or your facility, but you can at least look at it from the customer’s perspective. Then find a convenient time to calmly discuss your observations with whoever is in charge of the website or the facility. Be mature, professional, and tactful, but at least let the person know what you’re seeing. If you had a piece of food on your face, would you want someone to pull you aside and tell you?

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