We’re spending a lot of time and money on branding these days. Companies are surveying their customers and prospects to determine market perception. Then they are making the determination of how far off the mark they are from how they want to be perceived. The activity to align all of our goals and operations with the brand image that we want to create is intense but I suggest backing up a bit to really focus on what makes for a successful brand – one that encourages loyalty on the part of your customers.
The Chally Group out of Dayton, Ohio recently did a consumer study that focused on the things that customers really want, but are often at a loss to be able to verbalize. This list of six needs, if embraced as a part of your corporate brand, will do more to ensure loyalty than any fancy logo or social media campaigns.
Consider the following:
- Customers want you to be accountable. They want you to take responsibility for what you are selling.
- Customers want you to be prepared. They want you to do your homework before meeting with them.
- Customers want you to be on their side. If they have chosen to buy from you, their good name is at risk so when things don’t go as planned, they want to be sure their needs and interests are represented.
- Customers want simplicity. Enough said.
- Customers want you to be accessible. They want immediate access to you. Technology has made this possible. A delayed response on your part will be interpreted as disinterest.
- Customers want your fresh perspective. That’s why they are doing business with you. Your ability to solve their problems is why you are being hired. Be creative.
So as you think about all the things that go into your brand, consider the above customer needs and be sure to meet these in every aspect of your operations. Your customers and your bottom line will thank you for it!
If you like what you read, please share!
And your comments are always read and appreciated.
How do you infuse the customer needs listed in this post into your brand operations? Are you getting any payback?