Don’t Sell Me…Tell Me a Story! Branding “U”

From our earliest memory, someone close to us has engaged our senses and desires by telling us a story.  I would suppose very few people grew up without hearing the opening, “Once upon a time…”, whether at home or at school.  Our minds are trained to pay attention to a compelling story line.  How many times have you found yourself lost in a terrific book or movie.  What was the common denominator?  A great story!

The same holds true when a business markets itself…and that holds true for small businesses as well.   Too often, the people involved focus only on “the deal”, or how great their product or service is.  Of course, a good deal is always important, but at what cost?  Have you created a need or desire for  your services?  Or, the million dollar question…do people like and trust your brand?

“Our time-pressed lives leave us too busy to fully assess whatever it is we want to buy, forcing us to turn to brands we already know and trust,” says David Reibstein, professor of marketing at the University of Pennsylvania’s Wharton School. “That makes building a strong brand increasingly essential.”

Just as we are learning about social media…it is all about engagement with the consumer.  Giving your potential customers the ability to peek in and see what you stand for and what  your businesses’ interests are begins to build that rapport that can last a lifetime.

For those who can remember, it is similar to when we were kids and we went with dad to the hardware store, or with mom to the grocery store.  They knew the people who worked there; it was a sense of trust based on engagement – one on one, face to face.

As legendary sales guru, Jeffery Gitomer, coined, “people do not like to be sold…but they love to buy!”  Your company logo, mascot, or any other marketing materials are not your brand.  Your brand is your story – and how  consistently you tell it to the consumer – that pushes the needle in your favor.

What are your thoughts?

Related articles

• Personify Your Brand to Create Genuine Content (redbricksmedia.com)
• How To Ensure Your Brand Story Stands The Test Of Time (thehartford.com)

 

Shoelaces?…We Don’t Have No Stinkin’ Shoelaces!!!

So, my company’s mantra is all about getting clients to think about what business they are REALLY in, and how to convey that to prospective customers.   That the goal for any business is to have people “Think of U First.” At the same time, we have all seen the huge nationwide marketing push for “buying local”.   But, what does a consumer do if that local option does not meet basic expectations?

Several weeks ago, I went to buy some replacement dress shoelaces  – I actually busted the originals a month or two before – but, hey…I like to procrastinate!  I believed the logical choice was to stop in to a locally owned shoe store, which has several outlets throughout the city.  Surprisingly, for all the rows of shoes they had to sell, they were VERY limited on shoelaces.  When I asked the sales clerk why, if they were a shoe store, did they not carry a solid choice of shoe LACES, she unfortunately could not give me a valid answer.  Same went for the manager.  Needless to say, I was out of there in less than a minute.

Guess where I wound up buying my shoelaces from?…A nationally-owned drug store chain!  Granted, their choice was not huge, but at least they had what I was looking for.  Oh, and I bought a Milky Way bar too on the way out.

I realize that this is a very small issue, but it just goes to show about how important it is to have your brand or product live up to expectations.  It simply makes sense to think that a store that bills itself as a shoe store AND has “shoes”in it’s name would carry such an important shoe accessory.

Face it, the reality is that it is much easier to buy shoes online these days, but I believe most of us want to “shop local”.  It is a shame that now, when I think of shoelaces – as well as shoes – I do not think of this “local” company first.

What are your thoughts?  Would love to get your opinion.

People Do Business with People They Like/Trust…

Had mid-morning coffee yesterday with a former colleague/competitor in the Charleston radio marketing arena.  While we only met  in person on several occasions and heard about each other through the grapevine; there has always been a mutual respect for one another.

Now, he is the rep for his company to my clients; and I will buy from him, probably soon.

Why?

Well, for one, his media properties are very effective, reaching across a wide spectrum of loyal users.  And, of course, with the right idea, message and marketing plans, my clients could certainly benefit from purchasing advertising on his radio stations.

But at the end of the day, the most important reason why I will buy from him is that I will be buying from him.  I genuinely like the guy.  And, after spending two-hours face-to-face with him yesterday, I got to like the guy even more.  While we have many ideas and beliefs in common from a business perspective, I also respect him…I trust him to help me help my clients succeed.

He didn’t come in with a big sales pitch…we simply talked about many different things; both of us understanding why we were REALLY there.

Regarding your business – what makes U different…what makes U special?  

If U want business to get done in your favor, make sure people like U best, so that they will think of U first!