We’ve talked about how we should TREAT loyal customers, but how does one actually ATTRACT one.
Everyone including me talks endlessly about customer experience and sales funnels and attraction and retention. And all you want is for someone to buy your product or service!
I have discovered a simple truth about how to do that:
Stay with me here, you’re going to actually love this simple and doable concept.
This weekend my granddaughter came up for a rare and wonderful visit.(Note picture of Grandma and Brooke visiting with Santa, a good friend who looks like the Red Suit was tailor made for him.) We crammed a week’s worth of activity into 2 days and her response was, “Grandpa, Grandma, Dunsmuir is FUN!”
The people are fun. The activities and recreation is fun. Our restaurants are fun. “Fun” is the thing that people feel when they visit here, that is somehow different from the feeling they have in any of the nearby towns!
FUN is Dunsmuir’s Brand Essence!
In a recent post, Your Brand is More Important Than You Think, Brian Solis talks about the concept of brand essence.
Stop rolling your eyes – this is not about a kicky tagline or fancy logo that will take months to come up with. Your brand, according to Amazon’s Jeff Bezos, “…is what people say about you when you’re not in the room.”
You don’t have control over the words people use, you only have some control over the feelings that your business evokes – that is your brand essence.
All the work we’ve been doing in Dunsmuir with artwalks and good restaurants and big fish planted in our river and Santa strolling down the street all day and down home, locally made Christmas decorations and everything else has contributed to our Brand Essence.
Nobody leaves here saying, “Dunsmuir, The River Runs Through It!” (a proposed tag line). But they are saying, “Dunsmuir is Fun!” We have our brand essence.
“How,” you might be asking, “does this relate to my business?”
Businesses run on their brand essence. Think about Harley Davidson motorcycles. What is the Harley brand essence? Freedom! Liberation! Other motorcycle brands try to capture that essence, but people associate those feelings with Harleys, and they’re willing to spend more money for a Harley than a Kawasaki because of it!
Disneyland = “magic”
Volvo = “safety”
Dunsmuir Hardware Store =“friendly” And here’s a secret that Dunsmuir Hardware teaches: We residents know that they don’t always carry what we need, but we ALWAYS try there first, because they’re friendly, and the help and advice they will give is more valuable than the package of screws we went in to buy.
What is your brand essence?
Go to 9 Criteria for Brand Essence. You can skip reading the post and go directly to the downloadable pdf by clicking the link on the right. Give them your name and email address and prepare to be enlightened and inspired.
It will take you 10 minutes to read through this 72 page ebook, so don’t delay thinking you need to wait til you have several hours. You will emerge understanding brand essence and be ready to think about your customer and your business differently.
This time, I’m not going to tell you how to use the information. I’m going to ask you to tell me. I’d like to hear your thoughts.
How did this information change the way you think about what you do?
How did it change the way you may approach your marketing – your social media posts, your print advertising, your customer service?
Were you able to articulate your business’s brand essence?
Leave your comments below, or if you’re shy, email. I’m always happy to receive your emails.