An Unexpected Brand Lesson
At the urging of a good friend, we finally joined our local chamber of commerce. For a long time we had been leery of participating in just such an organization because it always seemed that this was something that only small businesspeople (mostly men) and older folks (again mostly men) joined.
When thinking about our goals for Coyote Marsh we came to the realization that after a few years in business -- we started in 2000 -- we're a small business, we're a couple years older and we're mostly guys. {Apparently we're also slow learners!} The time was right to take the plunge and check out the chamber.
So far it's been great. The group is much more diverse than anticipated, the conversations and info sharing is terrific and the networking has helped plug a gap in our own marketing efforts.
At one of our weekly meetings the moderator asked for an informal poll on "our very best marketing activities." Overwhelmingly, word of mouth was cited as the top "marketing activity." Nothing else even came close, but then we decided to probe a little bit more on why word of mouth seems to work so well. We quickly came to the realization that a whole host of other things are happening, including:
- "I've got satisfied customers"
- "We have great visibility in the marketplace"
- "We have a very good reputation"
- "My best clients are happy to make a referral"
- "We're known for having a great product at a fair price"
- "People trust us"
- "We always try to treat others like we want to be treated"
If you stop and think about it, our colleagues at the chamber provided a sure-fire formula for building a successful brand. Each of the items cited helps to create a fundamental emotional experience that any one of us should want our customers to have every time they come in contact with our companies, products and services.
Let's be clear about one thing. Great marketing doesn't make a brand, it supports one. Logos, collateral materials, media relations, advertising and Websites help current and potential customers gain awareness and begin to understand a brand. But the real test comes when they've had that first fantastic experience with you, your company, your products and your service.
And the first step to that success comes when a company has internally articulated its brand, and made it clear to everyone in the organization.
Only then should the process begin to share that brand image with everyone who may impact your ability to be a success.
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