In the 30 Days of Branding series that we just finished, I talked a lot about determining a brand statement and then using different methods to spread that brand. The more I think about it, though, there’s another component to your brand that’s often overlooked.
My mom used to own a bakery in a small town in Westchester, New York. Her cakes are absolutely delicious, but you could tell it was going to be good before you even got inside. The bakery was located in this beautiful Victorian building with all different colored paint and cute signs. When you entered, you were instantly hit with the smell of warm cinnamon buns. There was coffee brewing, beautiful paintings on the wall and the entire store was done in the perfect colors. When you walked into that bakery you felt it.
What kind of emotion does YOUR brand give? You see, people are very emotional creatures and they naturally respond to the colors and feel of your organization. While not all small business have a store front, everything you do gives an impression. From the colors of your logo and website to the interactions they have with you as a person means something. If a client calls and gets a voicemail message that sounds unprofessional, they may never call back.
It can be a little overwhelming when you think about just how much needs to be in order to create the right “feel” for a customer, but it is well worth the effort. People who have an emotional attachment to a brand are far more likely to stick with it through thick and thin.
Take a moment to look at your brand from a third party perspective and ask yourself what emotions are evoked. What is your natural response to each aspect of your brand? Good client relationships are begun by emotion and built through relationship so do your best to keep each of these things in sight. Make sure that your brand is attractive from a distance and then nurture the relationship with all your great customer service. If you don’t pay attention to these things, you may be losing clients you never knew you had!
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Tags: #eventprofs, Personal Branding
