A brand is built, or ruined, by an organization’s ability to consistently and efficiently deliver the value it promised would be delivered. Think of Anheuser-Busch InBev, Toyota, and Wal-Mart. They sell an amazing amount of products every year and yet the consistency and efficiency of their operations are remarkable.
Look at the flow of your organization. From the time a customer requests a certain product or service to the time he or she receives that product or service to all the times he or she uses that product or service is there anything that can be done to improve the consistency and quality of the customer’s experience with that product or service? Is there anything that can be done to improve the efficiency with which the value is delivered to the customer? All the marketing in the world doesn’t make a brand strong if the delivery of the promised value is poor.
If a person looked at your prices today and compared them to the prices of your competitors, do you feel your current prices would enhance your brand or weaken your brand. Don’t be fooled into thinking people always want the cheapest price. They don’t. They want an appropriate price. If a Mercedes-Benz salesperson told me I could walk off the lot with a brand-new Mercedes for $14,000, I wouldn’t trust him or her. That price doesn’t fit the brand. I would believe something was wrong with the car. If someone charged me $24 for a hamburger, I would question what I was doing there. Do you have the appropriate price for the value you want to be known for? Your price can endear a customer to you or make them bewildered.
Your brand exists in the minds of your customers, but it is built through the efforts of your employees. Do they feel encouraged and supported by you to do their very best work? Somewhere down the road your customers are going to be affected directly or indirectly by your employees. Is there a way you can affect your employees today that will increase the chances they will have a positive impact on your customers in the future?
When the customer unwraps the new product from your organization and tries it out is he or she happy the first time? Is the person still happy after 50 times or 500 times? Does the person brag to his or her friends about the service from your organization? If not, you will end up with a weaker brand than you could have had.
Do you and your staff members interact with your customers and prospects in ways that help them to feel respected and supported, or do you laugh at them when they don’t know something? One time I got off a flight and ran to the gate for my next flight. The person at the gate laughed at me and said, “That plane has already left.” Not exactly a brand-building moment. I’ve done everything I can not to fly with this company ever again.
Are you patient and pleasant or rushed and rude with your customers and prospects? Feed your brand today by being on the alert as to how you talk with your customers and prospects and make at least one improvement right away. Get your staff members to focus on how they interact with customers and prospects. We all get one chance to make…