companyBut the didn’t gain your trust enough to get you to hit that “Buy Now” button and now you’ve found it somewhere else. That’s brandalism! Whilst I have just made that example about someone else, the message is actually for you.
Let’s be clear here, your competitors are seeking more influential and effective ways to impact upon your prospects and customers to build a reputation over yours. Don’t give rivals any opportunity to overcharge and under-deliver on the promises being made to your ideal customers, because you may never get the chance to put it right. You know you are the best company to help them, so it’s not just your right to claim leadership in your industry; it’s your duty.
Don’t let your ideal customers down, because you only did what was necessary. That’s what every other lazy business owner does and then they complain when they get lazy results! Go the extra mile to do what is right and get your brand building strategy in place now – before you continue to go out into the world and create a loose cannon approach to attracting customers. This is a very time consuming, energy zapping, expensive and ineffective way to grow your business.
Investing in creating and building as much belief and trust as possible around your brand now (notice we say “brand”, which is your reputation and not “branding”, which is your logo), will ensure that while your competitors are running around like headless chickens (focusing on money rather than the customer experience), you will be winning the right customers in the right places, in the right way, at the right times. You’ll attract the money naturally to you by building your personal brand and not your bank balance. This is by far the most productive and cost effective way to grow your business and cut your marketing expenses dramatically – letting your customers do the work of building your reputation (and therefore your brand and bank balance) for you.
Let’s put this into perspective: On an average day you (and your customers) are exposed to in excess of 60,000 brands from the moment you wake up to the moment you go to sleep. How you make a first, last and lasting impact on them is vital if you want to ensure that you and your brand reputation are Number one on their mind when they need what you provide. And when they do find you online, you need to ensure they don’t just bounce straight onto somewhere else, because you didn’t invest correctly in your own key messaging to ensure the trust was there.
Read more about branding a business:
- Personalising a brand: Trusting the customer to take control
- Venus vs Mars: How gender impacts SME marketing
- Branding: Five steps to achieve business success
Your brand positioning will determine whether your prospects pick up the phone to you or someone you compete with. This is true of most industries, where it is perceived (incorrectly) that what you do is dispensable or they can find the same thing elsewhere. So the best way you can ensure you have the leading edge on your competitors is to strengthen your personal and business brand by creating massive and immediate rapport.
You can do this by implementing a solid brand communications strategy to not just win your customers for the first time, but to create a lifetime relationship with them that keeps paying you.
Once you have your brand strategy in place, it then needs to be rolled out across all of your customer facing touch-points and all the places that your ideal customers are hanging out in the highest concentration. To do this without your strategy in place first would be a waste of time and the last thing you want to do is to put the wrong message out there as you never get a second chance to create a first impression. Your strategy must build immediate trust, credibility and belief.
Your brand is the first connection a prospect has with your company. It’s the reputation you have built and all the things that other people say about you when you aren’t there. If they trust your brand, what you stand for and the messages behind it, they’ll take the next steps with you to find out more.
How you position your business and your personal reputation is critical to start building trust in the first place and it starts with being able to clearly articulate “what one single message tells your customer all about you?” It must be clear to them within three to seven seconds why they should care that you even exist, or they’re going to bounce straight onto another company. I hope this has given you some food for thought and until next time, be the brand you want to see in the world.
If you’re looking to build a solid brand communications strategy to not just win your customers for the first time, but to create a lifetime relationship with them that keeps paying you, then join our one day B.R.A.N.D. Building Bootcamp, which focuses on:
- Creating a compelling brand message that dramatically reduces sales barriers;
- Increasing the value of your offering to dramatically increase your income;
- Attracting customers who value what do you, pay what you’re worth and on time!
- Developing a compelling customer journey to create income at every touch point; and
- Radiating your brand to the right people, in the right places, at the right times.
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