Mum! The emperor is NAKED!!! yelled the astonished lad watching the grand parade. Oh yeah! His royalness got into that situation by being treated the way he wanted to be treated by his suppliers.
Does that happen today though? Guess what! At a dinner party a friend was proudly telling us of his newest wife's gift to him - how unique and expensive it was. Lovingly, she had taken him to the store to choose it himself. THEN "Darling, may I use your card? - the limit on mine is not enough" Ahem.
Well, people who have $ to spend are commonly surrounded by those who are willing to make them feel powerful, and all parties are happy with the outcomes. 'Willing buyer, willing seller' as they say. This is not unusual and a popular sales strategy; but what does it have to do with Branding?
Simply: Branding is about creating entry barriers for your competitors while nailing down your desired customers. It's about repeat sales that are sustainable, NOT just emotional appeal that a challenger can seduce your customer away with. If a product or service retains its core values while being flexible to suit a customer, then repeat business is VERY achievable. But when a Brand wavers in delivering what it stands for, that's when customers will go for whatever the better offer seems to be. Your competitive advantage then erodes along with your percieved value.
So, how can you know what your customers really want from your Brand? What are the core values of your product or service? Can you re-package them to suit trends without sacrificing the essence of your Brand?
You get the answers from a well-designed system for getting measurable feedback, and responding to what your customers want without sacrificing your Brand. You'll be able to diversify and appeal to a variety of customer types, anywhere, anytime. 'Standardize your core values but differentiate your offerings' is the name of the game :)
If you'd like a system for getting feedback, or a workshop on Strategic Customer Care, just call me at 6-03-21697704? Glad to help you prosper from customer retential and sustainable sales!
BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!
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