In Search of the Holy Grail (of Branding)

In Search of . . .

Customer Loyalty!

Why is this quality so very important . . . and the ultimate goal of all branding activity?

Once you achieve customer loyalty, consumers will:

  • Choose your product or service over others . . . regardless of your competitors’ behavior.
  • Select you without price shopping . . . and perhaps even be willing to pay a bit more.
  • Become repeat buyers – often for years and potentially crossing multiple generations (an impressive brand success).
  • Recognize your product by your logo and other branding elements without a reference to your name. 
  • Become your best sales force – promoting your product/service through word of mouth.
  • Expect you to make good on brand promises – those qualities you have promoted that have resonated with your audience.
  • Present you with growth opportunities – in part through cross sales.

In other words, once you have achieved customer loyalty, your sales acquisition costs should decrease significantly because less marketing and sales expense should be required to generate the desired revenue.

So . . . How Do You Create Brand Loyalty . . . and Avoid Getting Lost in the Crowd?

While I’m sure you’ve heard about (and probably been pitched) loyalty/incentive programs, such tools are just one of many that are available.

Note:  Loyalty programs encourage shoppers to return to stores where they frequently make purchases. Some of the incentives may include advanced access to new products, additional discounts, or sometimes free merchandise. Customers typically register their personal information with the company and are given a unique identifier, such as a numerical ID or membership card, and use that identifier when making a purchase. (Investopedia) Want to learn more?  Check out these seven examples of some of the best:  https://www.leadquizzes.com/blog/7-examples-of-customer-loyalty-programs/

That said . . .

Instead of focusing on those prepackaged plans, you really just need to expend your energy on building a great brand and consistently promoting your strengths via consistent implementation of the basic branding elements you’ve put into place. Specifically, you should:

  • Provide a customer service experience that reflects your brand. 
  • Utilize social media to establish an online presence.
  • Build a visual brand identity that reflects your products/services and overall operations . . . so the message you are trying to send reflects reality and stands a chance of resonating with your audience.
  • Establish credibility (and trustworthiness) by making good on your brand promises.
  • Incorporate best practices in all that you do AND be the best.
  • Know your audience and make sure your products/services satisfy their needs . . . even as those needs may change.
  • Maintain strict consistency in your spoken, written, and visual message – enhancing recognition.
  • Focus on creating loyal, repeat customers who will continue to frequent your business.  (Why so important . . . ?)

THE LAW OF THE VITAL FEWThe Pareto Principle states that 80% of your company’s future revenue will come from 20% of your current customer base, making it imperative that you focus on creating loyal, repeat customers that will continue to frequent your business. (Written by the Forbes Agency Council)

  • Make positive contributions to society part of your culture.  (To do so can enhance the environmental, social, and governance aspects of your operations, which in turn, enhances the sustainability of your success.)
  • Add extra value above and beyond the basic product/service provided.
  • Check in with your customers regularly via surveys, conversations (research groups), calls, etc. AND really listen to them.

Don’t Be Brand X!

If your business has achieved customer loyalty, you’ve mastered one of the key measures of success – your products and services are no longer generic (. . . and interchangeable) in the eyes of you audience.  You are no longer just another Brand X!  You have a personality and identity; you’ve established a relationship with your customer.

As this article suggests, this goal is accomplished in many ways, including a consistent, well-developed branding program that sends a clear message to your intended audience.

Special Note:
Brand Building for Small Business has been identified by Feedspot (www.Feedspot.com) as one of the Top 100 Branding Blogs. Feedspot provides “the most comprehensive list of branding blogs on the Internet” so we are pleased to be part of that group.  To learn more, visit https://blog.feedspot.com/branding_blogs/.

Small Business Saturday and Much More . . .

When looking at the above headline, what do you see?

OPPORTUNITIES NO WHERE

Or

OPPORTUNITIES NOW HERE

If you see the latter, you are probably a good candidate to recognize and utilize every available chance to brand your product.

Remember . . .

While branding is certainly a reflection of decisions you make about logo, color, font, byline, etc., branding is more importantly your way of telling the world just who you are, which encompasses all aspects of your daily operations and customer service.

What prompted me to write this article today was a recent great branding opportunity
. . . and my curiosity about the percentage of you that did (and did not) take advantage of . . .

SMALL BUSINESS SATURDAY

“What is this event,” you might ask, “and why do I care?”

“First observed in the United States on November 27, 2010, it is a counterpart to Black Friday and Cyber Monday, which feature big box retail and e-commerce stores respectively. By contrast, Small Business Saturday encourages holiday shoppers to patronize brick and mortar businesses that are small and local. Small Business Saturday is a registered trademark of American Express.” (nicely summarized by Wikipedia)

In other words, Small Business Saturday is a national event accompanied by a considerable amount of publicity and fanfare that you can use as a springboard for your own initiative (taking advantage of ad exposure without having to pay!), which is always an ideal circumstance.  Furthermore, you will be associating your business and your brand with the positive small business characteristics being extolled.

So . . . what can you do to capitalize on Small Business Saturday?

  • Add a reference to the event on your web site.
  • Plan a blitz of social media postings.
  • Have a sale.
  • Write a press release or op-ed article supporting the cause.

American Express, which helped create this nationally recognized day, continues to promote the occasion and makes lots of information and tools available from their web site. (Be sure to check out the section labeled “How to Participate.”)

About now, you are probably pretty annoyed at me for getting you all fired up to participate in Small Business Saturday just a few days AFTER the celebration has passed.

Sorry?

Not really!

Cuz now is the ideal time for you to start thinking about the ways in which you might take advantage of:

National Small Business Week

 (May 3rd – 9th, 2020)

According to the Small Business Association (SBA):

“For more than 50 years, the President of the United States has issued a proclamation announcing National Small Business Week, which recognizes the critical contributions of America’s entrepreneurs and small business owners.  More than half of Americans either own or work for a small business, and they create about two out of every three new jobs in the U.S. each year.  As part of National Small Business Week, the U.S. Small Business Administration takes the opportunity to highlight the impact of outstanding entrepreneurs, small business owners, and others from all 50 states and U.S. territories. Every day, they’re working to grow small businesses, create 21st century jobs, drive innovation, and increase America’s global competitiveness.”

Visit the National Small Business Week page for the latest news and events.

https://www.sba.gov/national-small-business-week

Again, you have an event garnering national and local attention and publicity.   Make your current customers aware and ask them to spread the word further.  Perhaps you’ll want to use this week as an opportunity to request reviews and testimonials from your existing customers.  You might want to recognize your employees and call attention to the local, personalized service you provide on a daily basis – nice qualities to associate with your brand.

Simply stated, countless opportunities exist to promote your brand in a very visible way without necessarily incurring significant expense and very often enabling you to generate new customers and sales.  When no event exists, try to find a creative way to make one, which is, of course, the way in which Small Business Saturday began.

Good luck . . . and don’t forget that holiday cards and gifts represent great branding opportunities, too!!

Create a Branding Activity Calendar (Template Included)

At some point after initial development of your branding elements, sales and service activities begin to overlap and incorporate brand management.  To ensure ongoing progress toward the goal of building an established, identifiable brand, a “Branding Calendar” can be a very useful tool that helps to add structure to an amorphous task.

The following is a list of activities that can and should occur within a month to promote consistent progress . . . and results.

  • Explore opportunities for charitable contributions/community involvement.  (Could involve a monetary contribution, a give-away item with a logo, OR the gift of time and can be used to develop promotional materials.)
  • Prepare and submit press releases (could be personnel or product/service-related or more geared to civic involvement as outlined above).
  • Send direct mail/e-mail to sell product/service but simultaneously support brand awareness. 
  • Perform Social Media postings for product or community-related news (as mentioned above); every press release, ad, charitable gesture, mailing etc. can potentially benefit from a social media followup.
  • Perform a customer care activity to try to make sure you know who they are and that they are well served.  Remember, your branding will only ever be effective when the customer’s experience is being reflected.
  • Address SEO (search engine optimization) activities, evaluating current search results and exploring possible ways to improve such as running campaigns to increase backlinks, adding content to site, channeling contact and sales information through the web site to build traffic, etc.

All of these activities represent opportunities to promote your brand, circulate your logo, incorporate any slogans/by-lines, reuse standard boilerplate language etc.  We suggest utilizing our Branding Calendar as a guide to monitor and structure your progress and make sure your sales activity incorporates the branding elements you’ve decided upon. 

Obviously, we encourage you to use our calendar as a starting point for you to customize to your specific operations.  For instance . . .

  • Perhaps telemarketing has proven to be a successful sales and service strategy for you.  Then, include that item and make sure your telemarketing staff has scripts that reflect your branding. 
  • Perhaps advertising is a key for you.  If so, be sure to add several days to create ad copy, build web landing pages, submit your creative, etc.
  • Tradeshows important to your operation?  Then, use them as an opportunity to promote your brand and deliver your message both verbally and in print, including the content of your trade show booth.

Our intention over time is to create separate articles about each of these potential vehicles for building your brand so we can explore the topic in greater detail and hopefully offer some very specific, concrete tips related to the activity.  Till then, hope you find our calendar a useful starting point in customizing your own. (Download our Branding Calendar template and activity worksheets.)