This is the whole point of this section. Are you really feeding your brand every day in some way, or are the hours in your day being eaten up by stuff that won’t enhance your organization’s brand at all? Look at your schedule for the rest of today and tomorrow. What specifically will you do to enhance your organization’s brand? If you don’t have anything on your calendar that is helping the brand, then you better look at what you can take off and what you can put in place to advance your brand in some way. You might decide the one thing you can do today is to let 10 of your friends and family members know more about your company’s products and services. If every employee raved about your company to the people he or she knows outside of work, it could be a tremendous step forward toward strengthening your organization’s brand.
One of my favorite movies on branding is Miracle on 34th Street. That’s the one where the Santa at Macy’s tells the moms where they can buy certain toys that aren’t available at Macy’s. In other words, Santa gave away free value and instead of losing customers he actually increased customers for Macy’s because the moms knew they would get good advice on where to find things. He was like an early version of Google, which also gives away tons of information for free and has built an amazing business.
What value that is relevant to your customers can you give away for free? This is important. People love the opportunity to try out an organization before they commit to a paying relationship. Do you have some type of free value on your website so people can gain a sense of what it is like to work with you? Can you put free advice on your website, can you give away free samples of your product, or can you let your customers try your service for free for 30 days?