The reason your clients aren’t loyal to your brand and how to make them fall in love with you!
If you haven’t discovered it already, branding is totally my JAM! I live, walk and breathe it! To be quite frank, I’ve built my whole business purely from nourishing and nurturing my brand. A key component to building a converting brand is understanding your dream clientele and knowing your WHY. Clients will build trust and forge a connection with you for sharing your ethos and purpose. Aside from this key component, there are multiple other imperative actions you must include to build a healthy and memorable brand for years to come.
From the moment your dream client/customer comes in contact with your business, what do they see, hear or feel about your brand? How is your brand perceived from the outside in? As business owners we are working within our business. Often we are so close to it that we tend to forget to spot check, to see what our clients/customers see. Quite regularly I will walk where clients walk, I will sit where clients sit and I will lay where clients lay. Why, you ask? So I can experience the brand from their point of view!
Quite often throughout this exercise, I will see or hear things that dampen the brand experience I’ve developed. So, I’ll put improving whatever experience effected, on the never ending to do list .
These exercises throughout your premise are considered touch points. Touch points are every time a client or customer comes in contact with your brand. From the website, shop front, being greeted by staff, how the phone is answered, the service you provide, the cleanliness of your bathrooms, after service follow up and so on. Hopefully you get the gist! I first was introduced to touch points by the amazing customer service guru, Michelle Pascoe who we are lucky enough to have presenting at our Women’s Mindset Marketing Summit in October.
Ensuring you create positive connections at various touch points is essential to making your clients loyal and falling in love with your brand. As human beings, we want to be apart of something fulfilling and to be apart of a brand that has a purpose and a vision. An engaging brand with effective touch points is so much more powerful than just a product or service that you use once.
I want to set a challenge for you this week. Walk through your business, sit where your client sit, listen to how the phones are answered and view your website from the eyes of your client. Ask yourself... is my brand connecting and engaging with my clients? Remind yourself to check at every touch point, whether your brand is on point and delivering the message you want it to convey. Think, how am I connecting, do I have a loyalty program to provide rewards for your clients loyalty, do I have a private Facebook group that I can educate and connect with clients to, do I organise regular get-togethers or charity events?
It’s about connecting and sharing your vision, purpose and your why. Don’t focus on the product or service, focus on how you can work together to achieve something greater and share your purpose!