What people think about your brand is what your brand is!
You can sit in conferences, attend PD days, and procrastinate about your client value promise until the cows come home but what is happening today, right now, the experiences you are giving your clients, business partners and employees is what they remember, and it’s how they perceive your brand.
How you make someone feel is how they remember you.
I was recently waiting for a taxi at an airport; standing in the queue outside watching a television that had been installed for those waiting in line! Media is everywhere! Buying a coffee, pushing a trolley around the supermarket, watching your favourite sport, media is everywhere!
While that may be overwhelming for some, others see it as an opportunity. It’s an opportunity to stand out, to give your clients a personalised experience. In a people driven profession, you have the responsibility of connecting and engaging with others. It’s your business to make sure that their goals are achieved. It’s how you connect with others and inspire them that defines you.
What type of media personality are you or your business?
Using social media is a fantastic way to create experiences that other people are going to remember you for. They might not remember everything that you post, what they will remember is how you make them feel. Do you make them feel informed? Educated? Up to date? Scared? Terrified? Confident to introduce others to your business?
When someone meets you for the first time whether face to face or online, all they have to judge you by is the experience you give them, that’s why getting this right is so important to your brand and reputation.
Like it or not, people can copy what you do but they can’t copy who you are and your brand experience. Your community; the clients you already have are unique to you, and it’s the way in which you engage with them and influence them that creates your brand and increases the likelihood of them introducing others to your business too.
So what can you do to improve the experience?
1. Think about the experience you give everyone. Clients, employees, business partners and third party providers. Don’t just think about clients, think about the experience you give to everyone who you come into contact with. How do you make them feel?
2. Build the right culture in your business. Decide what behaviours you will all accept. Don’t tolerate what or who frustrates you anymore – take action to change it.
3. Plan your client [and others] experience from end to end. Think six-star resort experience not three-star motel. It can take 5-7 touches to make the right brand impression. Their first interaction with you may have been six stars but was that the same experience throughout the journey?
4. Build a consistent digital experience. Plan when, why and how you will engage and stick to the plan. Be available, be easy to find because then you can be easy to share. Ask for feedback, do they like your content, how are they feeling?
5. Make it easy for people to find you and experience your brand. People like to be able to interact with you and your brand before they meet you. Allow them to ask questions and see what others think about your advice.
6. Build and foster a community. You already have clients, so this is a perfect opportunity to take a leadership role and enable them to come together and engage with each other and influence both within your community but externally too – increase the chance of your brand being talked about in a positive manner.
7. Be aware of your impact. Measure how engaged people are, how they are feeling. Are you receiving more of the right client introductions? Gaining more referrals from your business partners and attracting the right employees?
Your difference is going to come in the experience that you offer.