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+

Start from the Beginning – With Content

Any problem is best resolved by starting from the beginning to get the basic essentials right.

If you have watched the classic film The Wizard of Oz as many times as I have, you know that Glinda, the good witch of the North, shares uncommon wisdom.

When asked by Dorothy where to start her journey, she replies without hesitation: “It’s always best to start at the beginning, and all you do is follow The Yellow Brick Road.”

Lead With The Essential Elements

If I were a doctor, my first prescription for every patient would be a quality diet. That’s the beginning.

Food and water are the essential elements that ensure your survival and allow you to move into more advanced strategies, such as exercise, stress management, and rest.

Quality content is the logical beginning to any successful form of online marketing – including, and especially, social media marketing.

Content is what attracts, engages, and ultimately converts into new business.

You simply cannot have a social media strategy without a content marketing strategy

When I was a landscape contractor, I also worked as a Certified Arborist. The beginning for trees and other plants is where they started, and what most people ignore – the underground root system and associated conditions that affect it, such as soil and water quality.

As a landscape architect, I recognized the essentials are not the walls and terraces, but the spaces that they define. Space is intangible, so it is often overlooked. This is why skilled architects lead with space organization, because that is ultimately what their solutions define.

Social Media Lives for Content

If you expect to succeed with social media networking and marketing, you need to consider the messages you are sharing. Are you leading with useful and relevant content, or just having a conversation?

Content attracts and engages, and it endures to bring in new business as it is shared time and again.

Even entertainers recognize the value of the content that they own.  It’s original and memorable – and that leads a trail back to them, one that creates a buzz and future opportunities with new audiences.

Today I signed a new green industry client who asked a good question – Where do we start?

Like so many other small businesses, he has accumulated a storehouse of content over the last 15 years. Our challenge is to sift through all of it to find what is most relevant today.

We’ll start at the beginning – choosing the most basic content that is just as relevant now as when it was created years ago. Then we will freshen it up with good copywriting and SEO skills.

The truth is the right solutions never go out of style.

If they did, doctors would be out of business. We all know that people still need to be reminded about what is a quality diet, in addition to many other lifestyle habits.

And so it is with your business.

Start at The Beginning

The beginning is the best place to initiate a program for leading your customers and your business forward.

My experience is that every business needs to learn to lead their marketing with the essentials that can best help the communities they serve.

Notwithstanding the talents of Tiger Woods, Jack Nicklaus is still regarded as the most accomplished golf professional. During his prime, he started every season with his coach at the beginning – with fundamentals such as his grip on the golf club.

When I worked as a sales professional for a large corporation, I regularly attended presentations by Zig Ziglar – an accomplished sales professional, presenter, and motivational speaker.

Zig’s message was both consistent and congruent. Yet, we all lined up to hear it again and again.

That’s what your audience, community, and customers will do if you share the essentials – from the beginning.

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Until next time, Jeff

Photo Credit: sippakorn    Authored by Jeff Korhan