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Marketing Success Strategies: Does Your Brand Matter?

As I was standing in the grocery store the other day, searching for 9 volt batteries for an outdoor fan, I had a brand break through moment! I was originally scanning prices and reached for the Kroger brand, generic and unknown to me. Suddenly it hit me. This battery was going into the remote for a ceiling fan on a deck at a client’s home. The last thing I wanted to risk was an unknown that might require sooner-than-later replacement. I switched gears and grabbed a package of Duracell. I could even hear the strains of the jingle in my head, you know the one “Duracell, the copper top battery.” And I’m betting that is a very old ad campaign.

Brand Marketing, How to Define Your Brand, How to Create a Brand Experience, Why Brand MattersAnd for the record, it was a toss up between Duracell and the bunny brand, you know the Energizer one. But somehow the fact that it wasn’t cutesy or banging a drum, made Duracell a better bet for this ceiling fan job. Crazy but is it really? Think of the associations you make with favorite brands every day. From Target to Kmart, McDonalds to Wendys, Cartier to Bulova, Ford to Lexus, Verizon to AT&T and millions more. Each offers a set specific experiences that we have come to count on and associate indelibly with their brand.

This is sooooo not about their logo. That is just a visual reminder of who they are, nothing more. Their brand is the experience you can expect each and every time without thinking about it. So, lesson number one, your logo isn’t what matters or what is remembered, instead your brand is entirely about the consistent experience you deliver by service and/or product to your customers and clients on a regular basis. It is not that one time you went above and beyond for that one client, don’t get confused. This is the “typical” experience someone has with you and your product and/or service.

Often you are tying your brand to other brands as part of a complete experience. In interior design I am associated with quality brands available to the trade at a specific market price point. Each one brings it’s own identity to my process.  In coaching I am associated with quality authors and programs that I recommend to my clients. Each one brings it’s own identity to my process (yes, I am deliberately reiterating this statement!)

Your brand may fly alone or it may consist of a conglomeration of other brands which working with you includes. The key is to be clear on what a brand identity includes, here is a helpful HOT list: Brand Marketing, How to Define Your Brand, How to Create a Brand Experience, Why Brand Matters

  • Level of service
  • Timely delivery (Speed of Service)
  • Expected Follow Up
  • Price Point
  • Quality of goods
  • Quantity of goods
  • Color of goods
  • Size of goods

Let me share some quick examples of what a BRAND means and you can get your mental gears turning as to how you can apply this to your own business.

When I take my Lexus in for service, the branded experience they provide includes:

  • A no hassle loaner for as long as my car is in the shop
  • A comfortable WIFI lounge for me to sit and wait if I so choose
  • Refreshments including water and cookies
  • A hot Head of Service (hmm, maybe all of the dealerships don’t have Todd!)
  • A clean restroom
  • Service with a smile
  • A follow up call to ensure my satisfaction each and every time

When eating at a Wendy’s (the only fast food I tolerate), the branded experience they have taught me to expect includes:

  • Slightly difficult to understand order takers (is it the box or the taker?)
  • Fast take out
  • Hot fries (yes I have burned a finger or two)
  • A cold and spoon needed frosty
  • A take out bag with all that I need, napkins, condiments etc.
  • My car will smell like Wendy’s for at least 24 hours

When shopping at Nordstrom, the branded experience I can count on includes:

  • Gracious and helpful sales people
  • Always willing to look up my charge number (I never keep it with me)
  • No hassle returns even months later
  • Great selection
  • Prices on par with other department stores (no better, no worse, their service makes the difference)
  • Staff that will actually run to another department store, not their own, to fill in the gap if they are out of something you need that they usually carry (they did this one in cosmetics, I never forgot it.)

When speaking with a certain video guru, Lou Bortone, the branded experience he provides, includes:

  • Generosity in sharing his expertise
  • Always willing to answer questions no matter how silly they may seem
  • A creative genius with a zillion ideas to get you moving in video
  • Reasonable rates for both custom video and group learning
  • A relaxed learning style that is both entertaining and educational always
  • Consistently in touch with warm video reminders

So think about it, what is your brand known for? Whether you are a coach or a contractor, a designer or a diva, a speaker or a sales rep, you have created an experience that is your brand. Is it working for you? If not, why not? If you aren’t sure, then survey past and current customers and clients to find out.

Some of the hallmarks of my brand experience include:

  • Educating you about the best resources currently available
  • Delivering on time, every time
  • Following up to take care of any loose ends
  • Maintaining my expertise in marketing with knowledge of the latest tools, techniques, strategies, and shortcuts
  • Staying one step ahead of you, every step of the way
  • Anticipating your needs before you have them
  • Reading between the lines to find out what you want, not just what you need
  • Showing you how to eliminate your limitations and ignite your possibilities
  • Making what seems difficult, simple
  • Being consistent and persistent in my delivery of value that moves you forward in business and in life

Comment here about your favorite brands and why they are your favorite, and be sure to include what your brand stands for and what experience your clients and prospects can expect each and every time.

Filed Under: Best Business Practices, Developing Your Brand, Marketing Strategies Tagged With: Business Development, Developing Your Brand, Marketing Strategies

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Comments

  1. celeste alexander says

    July 12, 2011 at 8:38 am

    this was a gold mine not just a nugget, as im hearing so much about branding and never have seen it explained in this manner it is not just about a logo but the expirence(light glows form the gold) I get it now and i will reread this tonight with some wine and get to creating an expectaion list for Clients
    THANX MG

    Reply
    • Melissa Galt says

      July 17, 2011 at 7:05 pm

      Celeste,

      Thank you!! Glad you enjoyed it, and can’t wait to hear more about your list!

      Hugs, Melissa

      Reply
  2. Jana says

    July 21, 2011 at 3:54 pm

    Excellent article Melissa. Great information on Brand.

    Blessings,
    Jana

    Reply
    • Melissa Galt says

      July 29, 2011 at 10:45 am

      Thanks Jana!

      Reply
  3. Nora Whalen says

    July 29, 2011 at 9:19 am

    The Ritz Carlton is an amazing hotel where I have always fabulous service, whether stopping in for an afternoon tea in London or spending the night in a bed you don’t want to get out of.

    Gordon Ramsey’s restaurants deliver delicious food, customer service to the max, and an experience not just a dinner. In fact, I just booked a dinner at one of his restaurants online and got a text message and email confirmation reminder with in seconds. His systems are amazing!

    Just finished a personal branding class this week and am thrilled with the results…changes are forthcoming. Next up…the business brand. It’s a time for rebranding!

    Reply
    • Melissa Galt says

      July 29, 2011 at 10:46 am

      Yes Nora,

      Ritz is a favorite. I haven’t had the pleasure of dining at one of Gordon’s establishments but having seen his show I can imagine it is nothing short of spectacular in every department.

      Who did you take the branding class with??

      Hugs, Melissa

      Reply
  4. Reggie says

    August 9, 2011 at 8:56 am

    Yes, I agree! Brand, definitely does matter.

    I had bad experiences with 2 of the preferred brands here in the Philippines.

    Well, both brands failed on their 13th month…when the warranty expired on the 12th month.

    HP was very unforgiving. No considerations.
    The motherboard of their laptop failed. And a new motherboard cost 90% of the new unit.
    LG was a better company. My refrigerator did break down, also, a month after the warranty expired. But, was considerate enough to do the repair…for free. The downside, the technician confided to me that the part that failed has been a consistent culprit of the breakdowns of the other units. LG could have recalled their products…but didn’t.

    I will never recommend an HP product.

    Reply
    • Melissa Galt says

      February 22, 2012 at 3:36 pm

      Reggie,

      A big piece of brand building that companies miss is training their customer service and techs. I’ve definitely had experience with a tech who spilled secrets, like LG, not good for the brand!

      Not surprised at HP, they are too big to care, it is unfortunate.

      Hugs, Melissa

      Reply
  5. Melissa Galt says

    August 9, 2011 at 10:25 am

    Reggie,

    Did you take your complaints to the networks?? Twitter, Facebook and more. I’ve found that when I have a problem, if I Tweet it with a hashtag devoted to that brand, I will often get a response despite their terms.

    I am sorry you had bad experience particularly with big name brands that should stand behind their product.

    Warmly, Melissa

    Reply
  6. Randy Allen says

    February 21, 2012 at 8:38 pm

    This is excellent! Many people never realize the importance of the customer experience. What an insightful way to remind people about what matters most in our business dealings. I know of several stores that are poorly branded and many that are outstanding.

    Thanks for the enlightening article. Will be sharing this with others!

    Randy

    Reply
    • Melissa Galt says

      February 22, 2012 at 3:37 pm

      Thanks Randy,

      Glad it hit home and appreciate the share always!

      Hugs, Melissa

      Reply
  7. mobile marketing says

    October 4, 2013 at 12:02 pm

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