I want to touch in this blog on branding for your business and getting you to look at how to create a brand experience your customers will love, whether you have an in-store service business or you are completely online. Either way, you will be offering touch points where your customers get to experience your brand and they all add up to that customer brand experience and ultimately how your customer feels about your brand.
So think about how your are going to create a brand experience that your customers will love.
So why is that so important?
You want to create a brand experience that build that people want to come back. Let me give you an example of that. We all know Starbucks. So, when you go into Starbucks, you know what you’re going to expect:
- a comfortable seat to sit in
- an easy chair if it’s not too crowded
- a table where you can plug in your laptop and work all day
- friendly staff that will engage you in chat when you place your order
- coffee that’s the same whichever branch I go to
Starbucks has done a great job of creating a reliable brand experience for its customers. It sets the expectations.
But there was just this one time when I went into Starbucks and I didn’t get that experience. It actually made me do a double take and look around to check that the branch hadn’t been taken over by a different brand since my last visit. I can’t be in Starbucks! I thought to myself. But sure enough, it was Starbucks.
What happened was the gentleman behind the counter completely ignored me, didn’t speak to me, didn’t ask for my order (I was at the counter and was the only one there). I soon realised that he was in training and his trainer has walked off and left him alone, and he didn’t know what to do. However, when the trainer and served me, it still wasn’t the usual friendly Starbucks service. And it really made a difference to the experience.
How to create a brand experience at every touch point
So you want to think about your brand and you want to think about the experience that you want to deliver for your clients. How are you going to make that consistent every time so that your customers don’t have a bad experience?
Sure, it’s OK when you are a one man show. You are solely responsible for the experience you create. But when you start to grow and you have a team, how are you going to communicate the brand experience you need them to deliver for you. You’ll need to create a system that helps them to deliver that same brand experience each time. So you want to train your staff on how to speak or communicate to your customers at the different points of contact. It’s not always going to be when they are around you to supervise them. It might be you have staff that go out and go to your client’s offices and visit them there. How should they act on brand? It could be people answering the phone or how they reply to emails. Emails by nature are short communications and the intended message can get lost in their brevity. How do you keep it on brand? How can you create a brand experience that sticks?
Start planning now
So start thinking now about how you will train future staff to make sure that they’re delivering that great brand experience at all touch points.
The bets place to start is to think about what your brand stands for, the values that your brand has and how you are going to communicate that through everything you do in your business so that you don’t end up with a customer wondering if they are in the right place.