How To Define Your Brand Through Meeting Customer Expectations
Good branding is crucial if your business is going to do well. Your brand tells the world what you do, how you work and how you’re different from all the other companies out there in your sector. Brand defines and creates customer expectations.
Here are some tips to building an enduring brand image that will really help your business to stand out from all the rest by meeting the expectations of your clients.
Reasons to Believe in Your Business
For your brand to be taken seriously, you must deliver what you promise to your customers. For example, you make saddles and you promise your customers that buying a saddle from your company will “take your riding to the next level”. Ask yourself why this should happen and why the customer should believe this statement.
You could answer this by giving your customers two reasons-to-believe; improved riding position and maximum comfort. These reasons define your promise and also offer direction to your company with regards to customer touch-points such as advertising campaigns and product design features.
Optimal Customer Experience
Look at your organization as a whole and pick out the processes, people and tools that drive your business to provide optimal customer experiences. Don’t forget that it’s not only front of house staff dealing directly with customers who are important in this. Those who work behind the scenes can have a real impact on the experience of customers. Remember the IT department, those in charge of dispatching your goods and even the office cleaners – they all influence the experience that your customers enjoy when they deal with your business.
Carrying out this exercise will help you to identify areas within your company brand that are out of alignment with the experience you want your customers to have when they interact with your business.
It’s important to remember that everything your brand offers to your clients generates a customer experience. Make sure that the goods and services you provide are what you set out to do and that you are honoring the promise you made to your customers.
Image source: beminteractive.com
About Alison Page
Alison is a small business owner, freelance writer, author and dressage judge. She has degrees in Equine Science and Business Studies. Read her full story at http://www.theladywriter.co.uk