Small acts of generosity can completely shift your client relationships. A surprise. A gift. An acknowledgement. They all have the power to delight your customers, and convert them into fans.
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“It’s so important to walk the talk,” says Alain Ouzilleau, President of Cabico. Great marketing is tangible. It’s more than words. It’s an integral part of the organization, and holds up the brand like the pillars of a building.
Your firm’s strengths may not be enough to differentiate your brand. Strengths are table stakes. They are simply required to be in the game, and compete in your industry. Differentiation originates out of one identifiable strength.
Sticky brands are not all things to all people. They win by being different. Gibson’s competes and wins against the giants of their industry, because they are purposeful and focused on what makes their brand unique.
It’s hard to compete and win against a sticky brand. Growing your brand is a key line of defense, and provides your business competitive immunity. And with competitive immunity comes increased profits and exciting business opportunities.
It all starts with a choice. Are you supplier, or a brand? In 2008 Neatfreak made that choice, and transitioned from being a private label manufacturer to building a brand. Today they are the category leader for home organization and storage.
Create SMART Aspirational Goals for your company — create SMARTY Goals. Combine a numeric target with an aspirational vision to drive action. Your people need to know the “why” behind a goal to get fully behind it.
“The Customer Comes Third” is an intriguing and counterintuitive core values, but fundamental to AnswerPlus’s services, relationships and brand. They build their brand from the inside out. Dana Lloyd, CEO of AnswerPlus says, “Our brand is our culture, and our culture is our people,”
Simple Clarity is the foundation of your brand. It’s the ability to use an elevator pitch to simply and succinctly describe your brand. The challenge is it’s easier said than done. There are 3 ways you can share your brand story to achieve Simple Clarity.
Companies choose Matcom, because the service is “hassle free.” They stand out in a commoditized sector by creating turnkey solutions. Not all companies value this level of service, but the ones who do love it. There is a real value in reducing the time and resource constraints on your internal team, and delegating non-core competencies. It is liberating to know someone else will get the project done while you focus on satisfying your own clients.