Focus on Your Culture…

“You’ve got to have trust. You’ve got to have a team – a leadership team that you as the leader of the organization – can trust – and they have to be able to trust you – and they have to trust each other. When you’ve got trust, it means you can have difficult conversations, you can be honest with each other and I would call that internal cohesion; for me that is the first requirement [in building a high performance organization]. But the second requirement, which to me is just as important, is to focus on the culture of the organization. Your culture will define your success. Cultural capitalism is the new frontier of competitive advantage. When you’ve got people who can work together, in an open and authentic way, with integrity and trust, you will find you will be able to create a high-performance organization.” Barrett Values Center’s Richard Barrett

Your organizational culture also helps to differentiate you in your market-place. Spend time looking from the “outside in” to see how your team operates and how you are being perceived in the eyes of your clients. Then emphasize the positives and course-correct the negatives as you market and develop new business opportunities for your company.

Build your brand experience…

Building your brand doesn”t happen overnight. Begin to think about how you – your company – is relating to your customer.

Are you transactional? Simply exchanging your customers/clients money for your goods/services?

Are you providing “typical service” – giving your customer what he would expect?

or….or…or are you offering a “unique experience” – something that online slots transcends the expected and becomes a one-of-a-kind, loyalty and brand builder?

These one-of-a-kind experiences don”t have to be anything elaborate or expensive – they could easily be free. Think about it as if you were a customer – When you find a brand that gives you remarkable service – excellent experiences – you become loyal. You even think about the store, restaurant, attorney, architect as your own – “my architect” – “my market” – Strive to have your clients/customers call you “theirs” – by building unique experiences well matched to your company culture.

Study Your Points of Contact…

Study every point of contact at which your company makes contact with a prospect. Your receptionist. Your business card. Your building, store, office. Your brochure. Your web presence. Your public appearances. A sales call or presentation. Then ask, What are we doing atoledo to make a phenomenal impression at every point? Don”t squander one point of contact. Study each point of contact. Then improve each one – significantly. Extracted from “Selling the Invisible” by Harry Beckwith

This is an excellent exercise for every company to undertake. Do a deeper dive, and ask yourself at each point of contact – does this align with our brand? Are we consistent across all points of contact?

Rebranding? Five Points to Ponder…

The purpose of your marketing and branding efforts – your number one goal: attract and retain profitable clients/customers. We all make quick conclusions about companies and their products and services.  It’s easy to ascertain whether a company is small, big, conservative, full of themselves, legit, etc. Your identity – logo, name, business card, look/feel of your website and your collateral brochures helps you establish your initial connection (and impression) with your potential clients. Your identity should authentically portray who you are and resonate with your potential clients/customers.

Often, companies get caught up in the graphic design and messaging in their collateral pieces or on their website and they forget about the number one priority (attracting/retaining). Points to ponder if you are considering rebranding/tweaking:

  1. Hire the talent you need – graphic designer, copy writer, brand/marketing strategist. Even if you have these resources internally, it’s worth considering hiring externally to get some fresh ideas.
  2. Create a diverse, multi-perspective internal team to oversee your rebranding efforts, but for the sake of simplicity and to stay on track, limit the number of people involved.
  3. Limit your time dedicated to design, copy, pantone colors, etc., and ask yourself:
    • does this authentically and clearly express who we are?
    • does this have a valid use (new service offering, tradeshow, speaking event, etc.)? and
    • will this resonate with our potential clients?
  4. Go with the truism, “less is more” and ask yourself questions like:
    •  would video or flash intros on our website resonate with our potential clients?
    • is this copy understandable from our potential clients’ point of view: clear, concise, and void of industry lingo or internal jargon?
  5. #3 is worth restating: Limit time/energy spent on discussions that won’t make a difference in results.
    • rehashing one pantone color over another doesn’t make a difference.
    • asking whether the look/feel will help you attract/retain makes a difference.

Go grow!

© Copyright