Building a Brand They Will Love

Think about what will set your business apart from others Define your brand and what is stands for (what promise are you making with your brand?) Consider how you want to appeal to your customers

WHY THEY BUY: WHAT IS YOUR PROMISE & VISION FOR YOUR BRAND?

Think about a business that you love – one that you go back to on a regular basis because you like the experience? What do you expect each and every time you return as a customer? Why do you give your business to this company? What do they offer you that their competitors don’t? Can you see the difference between the commodity they deliver (insurance for example) and the real benefit to you (peace of mind for example)?

The reality is that any business that is successful over time was built to meet the needs of their customers. It is no accident when you receive good service and fall in love with a brand. Someone thought about you - at least people like you - and developed a promise that they could deliver. A promise that would mean something to their customers.  

What does the brand really stand for? Think about some of your favorites brands and what they are promising. Compare McDonalds, Wendys, and Burger King. Compare WalMart and Nordstroms.

What does Jiffy Lube promise? They promise you quick service (Jiffy is in their name afterall) that will keep your car maintained. They offer easy and flexible service. No appointment and quick. While they are reasonable in cost, there are certainly less expensive ways to change your oil.

If you were to start an oil changing business to compete directly with Jiffy Lube and you wanted to offer something a little different, what might you emphasize or promise? It would help to think about what Jiffy Lube is not offering -- as a way to identify opportunities to differentiate your business.

There are many ways to appeal to customers. Here's a few:

• Lowest cost - save money

• Peace of mind - avoid danger

• Family togetherness

• Prestige, luxury, comfort

• Easy - turnkey solution - one call does it all

• Fastest service

• Most effective - guaranteed to meet a need

• Knowledgeable - educate and inform

• Fun experience - childhood

• Excitement - daring - outside the box experience

• Organized - in this otherwise crazy world

• Familiar and consistency

• Hope you can solve a problem / realize a dream

 DEFINE YOUR BRAND (THE PROMISE):

• When people speak about your company and what you deliver, what would you like them to talk about first?

• Describe the specific promise you will make to every customer. Describe it in terms that meets needs of the customer – think less about the commodity you offer, and more about the perceived needs that will be met by the service or product. You will be making this promise each and every time your customer does business with your firm.

• How do you want your customer to feel about your business?

• How does your brand image compare and contrast to competitors? Include less obvious competitors such as renting a video tape and going out to a movie. While they may not be obvious competitors, they both fulfill a need to be entertained.

• What will they experience? What will they see, smell, feel?

• What imagery, words, color, and promises will be used to represent and reinforce your unique brand to prospective and current customers?

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