3 Tips for Branding Your Customer Experience

3 Tips for Branding Your Customer Experience

The customer experience is a hot topic in business circles these days. I find that interesting because understanding, orchestrating, and naming that experience has always been smart marketing.

Once again, Sem London is new again.

In many ways your process for delivering exceptional customer experiences is your business brand. The challenge is packaging it in such a way that makes it tangible, and therefore, memorable.

Let’s take a look at three important considerations for doing this, along with examples that show how it works in practice.

#1 – Take Buyers on a Journey

Think of the purchase of your product or service as a destination. It’s clearly where the buyer and the business both want to go, but that transaction can be very unsatisfying if the journey for getting there is challenging.

This is why buyers are reluctant to approach many businesses. Intuitively, they sense something is not quite right. This means marketing has failed.

Your business needs to understand the typical obstacles for engaging with companies like yours. Then use your marketing to address them.

Hint #1: There is probably more than one obstacle.
Hint #2: These are chronic obstacles that relate to trust.

To get started, consider how a buyer would want to buy if they had full access to your experience and expertise. What are the questions they should be asking? What questions should your business be asking to learn how to help them?

Hint #3: Why are they not asking the most important questions?

#2 – Describe the Experience in Two Words

When selecting a title for my podcast episodes, I choose the two best words that describe it because that is all that will be visible on iTunes.

3 Tips for Branding Your Customer Experience

This is an important exercise that instantly communicates what the episode is about, both for listeners and for SEO.

What is it about your business in a couple of words that differentiates it from every other? Is it smarter, faster, or friendlier?

Here’s the test: If I ask someone in your community or industry to name who is known for X, will they name you or your business? What is X in two words?

To give you an example, when I operated my landscape business we named our process The Intelligent Landscape System™. The word intelligent obviously suggests a smarter way that has been carefully orchestrated into a repeatable system.

That’s what we wanted to be known for – being smart and intelligent, just like the affluent customers we served.

In a world where most people do not trust companies, a process, or way, or system that promises to take buyers on an enjoyable journey that leads to a desired result is everything. The challenge is often simply branding (naming) and promoting it.

#3 – Put Your Customer Experience on a Pedestal

Have you ever walked into a business that has a framed photo or portrait of the founder proudly displayed in the lobby? The story of how that founder cared for his or her first customers is revered.

The same should be true of your process for delivering exceptional customer experiences. That’s why you give it a name, create a graphic representation of it, and prominently display it in your marketing. In my landscaping days before digital, it was on the walls of our conference room where we met with customers.

3 Tips for Branding Your Customer Experience

Especially these social media days, promoting a business can turn buyers off. Whereas, promoting stories that capture the essence of what the business is all about is interesting, engaging, and memorable. That essence is your branded customer experience.

Name it and own it.

People don’t care about what you do until they learn why. Legendary sales trainer Zig Ziglar put it like this, “People don’t care how much you know until they know how much you care.” Your carefully orchestrated process is evidence that you care.

It represents your customer experience. Brand and promote that and you will sell more.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

Relationship Selling is a Commitment Process


Are you familiar with the negotiating practice of asking for a commitment for a commitment.

It’s an important one for building and sustaining relationships, and that makes it essential for successful sales professionals and online marketers

Selling is A Series of Mini-Commitments

Especially in regards to online marketing, there is often the unrealistic expectation of consummating a sales transaction without first developing a relationship with the prospective buyer.

Relationship selling is much like a courtship. There are intentional actions taken that are designed to build familiarity and mutual trust. If all goes well, each party agrees to make the big commitment.

Thus, what ultimately results in a sale is a series of actions or mini-commitments by people that will include some of the following.

Scanning your social media or blog headlines

  • Reading your article, blog post, or social media message
  • Clicking on your links to discover more
  • Sharing your content
  • Liking your Facebook page
  • Commenting on your blog
  • Making an inquiry with your business
  • Calling you on the phone
  • Showing up at your place of business

These commitments are lead generation tactics, and most of them can be tracked. This means they can be measured to determine their effectiveness, so that resources can be allocated accordingly.

Every Commitment Merits a Response

When your community makes a commitment to your business, they expect the same in return. Doing that earns you the next level of commitment, and the next, and so on.

Your challenge is designing a process that keeps all of that going until you have solidified a relationship that results in a sale, or at least a shot at their business when budgets or timing are more appropriate.

This is a continuous process of nurturing relationships using a combination of traditional and digtial methods, including social media, newsletters, email, phone calls, etc.

The key is to understand that every commitment of attention from buyers that your business receives merits one in return. Your commitment for a commitment both acknowledges and honors those that engage with your business.

Commit To Your Community with Social Media

What’s the most valuable commitment? It’s time. Fortunately, your business can now leverage the various forms of digital media to help.

Here’s a bold statement that happens to be true:

Not using social media to help your community is failing to commit to them. Tweet this

Businesses that ignore social media and content marketing are indirectly saying they are not interested in doing the necessary work to help their buyers.

Relying exclusively on one-to-one selling to help your communities is not only expensive, it forces the majority that use the Internet to get answers to go elsewhere, and that is rightfully where they will likely make their next purchase.

Sales and marketing has changed.

It’s time to adapt to a digital world. Tweet this

Forget about selling as you know it. Instead think in terms of creating media that is interesting and helpful.

Make a commitment to doing that well and your business will easily convert the interest and engagement that follows into profitable outcomes.

Make a Commitment to Your Success

If your business wants help building and refining it’s sales process, adapting to the influences of social media, and better responding to informed buyers, then consider my full-day workshop.

During 2014 I will be be offering my LIVE, hands-on, Relationship Selling in the Trust Economy workshop on a limited basis.

This is personal training with me, Jeff Korhan, at your place of BUSINESS OR ASSOCIATION MEETING. It’s based on my 30+ years in the selling profession as an entrepreneur and corporate executive.

Contact me to set up a 15 minute call to learn if this trademarked program is a good fit for your organization.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley 2013)  

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+.

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