Brand Vs. Bland

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Successful branding is so much more than just creating a logo.

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Brand Vs. Bland

  1. 1. D O Y O U H AV E A B R A N D O R A B L A N D ? N E W I N C O R P O R AT E D . C O M
  2. 2. You only have one chance to make a first impression. N E W I N C O R P O R AT E D . C O M
  3. 3. To put it another way. Don’t suck, consumers have choices. N E W I N C O R P O R AT E D . C O M
  4. 4. BRAND vs. BLAND To use an example. You’ve just moved to St. Louis. Your new house needs the plumbing modernized. You need to find a plumber. N E W I N C O R P O R AT E D . C O M
  5. 5. BRAND vs. BLAND Luckily for you there are 329 licensed plumbing contractors in St. Louis. Which one should you choose? More importantly, which stranger are you going to let into your home and trust with your hard-earned money? N E W I N C O R P O R AT E D . C O M
  6. 6. BRAND vs. BLAND You start your search in the normal places. • Online • Yellow pages • Angie’s List or similar • Friends for reference • Call on your memory of brands you’ve noticed around town. • Service stickers left on equipment from last company. • Paperwork from last homeowner • Realtor N E W I N C O R P O R AT E D . C O M
  7. 7. BRAND vs. BLAND Let’s change the point-of-view for a moment. N E W I N C O R P O R AT E D . C O M
  8. 8. BRAND vs. BLAND Now, you’re the plumber. You suddenly realize this consumer has already interrogated your brand without ever speaking to you. What’s worse? You weren’t there to defend yourself. N E W I N C O R P O R AT E D . C O M
  9. 9. BRAND vs. BLAND Let’s hope you’ve built a brand strong enough to sustain itself during the interrogation. N E W I N C O R P O R AT E D . C O M
  10. 10. BRAND vs. BLAND Chances are good your competition has. N E W I N C O R P O R AT E D . C O M
  11. 11. BRAND vs. BLAND Remember, consumers don’t choose brands, they choose trust. N E W I N C O R P O R AT E D . C O M
  12. 12. BRAND vs. BLAND So... • Are your fleet vehicles clean, and professionally presented? • Does your yellow pages ad present you as qualified or cheap? • Is your web page outdated? • Does your plumber smell good and cover his shoes before entry? • Do your crew show up in the promised window of time? • When customers call, are they on hold for extended periods. • Are your operators trained to extinguish customers concerns. N E W I N C O R P O R AT E D . C O M
  13. 13. BRAND vs. BLAND • Are your customers presented with an easy-to-understand pricing guide? • Do you monitor online opinions of your company? • Are you sponsoring events your community values? • Are your sales materials up-to-date, relevant and in synch with your core strengths? • Do you pressure your staff to up-sell? • If you coupon, does it feature so much legal it suspends belief? N E W I N C O R P O R AT E D . C O M
  14. 14. BRAND vs. BLAND • Is your warranty program focused on protecting your customers or protecting you? • When is the last time someone in your company wrote one of your customers a hand-written note to simply say thank you? • Does your hourly-rate chart impose more overtime charges than is reasonable to expect. • Are you mystery shopping your own company? • Do your employees know the history of your company? • If you have a tagline, is it believable? • On, and on, and on. N E W I N C O R P O R AT E D . C O M
  15. 15. BRAND vs. BLAND Branding is more than just creating a logo. N E W I N C O R P O R AT E D . C O M
  16. 16. BRAND vs. BLAND It’s the creation of rules and processes that protect and nurture your assets. Define what is special about your company then do everything you can to gain your customers trust. N E W I N C O R P O R AT E D . C O M
  17. 17. BRAND vs. BLAND Along the way, realizing at any moment you could lose your customers trust if you don’t remain vigilant. N E W I N C O R P O R AT E D . C O M
  18. 18. BRAND vs. BLAND Consumers will reward a brand with their trust while ignoring a bland they don’t. N E W I N C O R P O R AT E D . C O M
  19. 19. N E W I N C O R P O R AT E D . C O M

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