The B.R.A.N.D. System

B.R.A.N.D.​ FREEZE

The concept of branding can be complex but you don't have to get a brain freeze from it.

5/9/2025

Simplify & Personalize

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Choice & customization

We're exploring two seemingly different yet equally powerful strategies for captivating consumers: offering fewer, better choices and the irresistible allure of customization.

Learn how to declutter the decision-making process and empower your consumers to create something uniquely theirs.

TIP 7: Beauty of Brevity

a carefully selected set of three to five options can be far more effective than a sprawling catalog.
The Rule of Three (or Five): Presenting consumers with a carefully selected set of three to five options can be far more effective than a sprawling catalog. This reduces cognitive overload and makes the decision feel manageable.
  • Real-World: Many successful restaurants offer a curated menu with signature dishes rather than pages of endless possibilities. Apple strategically offers a limited number of iPhone models.
  • Action: Analyze your product or service offerings and identify the core, most popular, or strategically important options. Highlight these as your "top picks" or "recommended for you."

Guided Selling & Filtering: If you have a larger inventory, implement robust filtering tools and guided selling processes that help customers narrow down their choices quickly based on their specific needs and preferences.
  • Real-World: E-commerce sites with detailed filters (price, size, color, features) and "product finders" streamline the shopping experience.
  • Action: Invest in user-friendly website navigation and customer service that actively helps customers identify the best options for them.

Bundling & Pre-Sets: Offer thoughtfully curated bundles or pre-set packages that cater to common needs. This simplifies the decision process by offering a complete solution.
  • Real-World: Meal kit services offer pre-portioned ingredients and recipes. Software companies offer tiered packages with specific features bundled together.
  • Action: Identify common customer needs and create bundled offerings that provide value and reduce the need for individual selections.

TIP 8: Power of Personalization

Allow consumers to customize aspects of your product
The "Design Your Own" Experience: Allow consumers to customize aspects of your product, from colors and features to configurations and even personalized messages.
  • Real-World: Nike By You lets consumers design their own sneakers. Starbucks allows for endless drink customizations.
  • Action: Identify elements of your product or service that can be personalized without significant complexity or cost. Offer intuitive tools or processes for customization.

Modular Offerings & Add-Ons: Provide a base product or service with the option to add specific features or functionalities based on individual needs. This gives customers a sense of control and tailoring.
  • Real-World: Some homebuilders may not allow customization of standard floor plans in order to keep cost low for first time home owners. However, they can allow add-ons like upgraded fixtures and accent colors to help consumers personalize their first home.  
  • Action: Explore how you can break down your offering into modular components that consumers can combine to create their ideal solution.

Personalized Recommendations & Experiences: Leverage data to offer tailored recommendations, content, or service experiences based on individual consumer preferences and past behavior. While not direct customization, it creates a feeling of being understood and catered to.
  • Real-World: Netflix recommending shows based on viewing history. Amazon suggesting products based on past purchases.
  • Action: Implement systems to collect and analyze customer data to personalize their experience with your brand.

In a world clamoring for attention, simplifying choices and empowering personalization are powerful ways to stand out.

By offering a carefully curated selection, you reduce overwhelm and increase confidence in the decision-making process. By allowing consumers to put their unique stamp on your offering, you foster a deeper sense of ownership and loyalty.

​These strategies aren't just about making a sale; they're about creating a more positive and engaging experience for your audience.
Remember, these are powerful ways to connect with your consumers, but the magic truly amplifies when your team (aka employee) knows how to shine.

GO TO TIPS #5 & #6

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5/6/2025

The Art of Presentation

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Making IT FeelS Just Right

Let's continue to explore how subtle shifts in language and presentation can significantly impact consumer perception. We're focusing on two clever techniques: framing affordability through smaller values and framing benefits for maximum impact. 

TIP 5: Per-Unit Thinking

Instead of showcasing a hefty annual fee, highlight the low daily or weekly cost.
The Daily/Weekly Breakdown: Instead of showcasing a hefty annual fee, highlight the low daily or weekly cost.
  • Real-World: Gym memberships often advertise a low "per day" rate. Subscription services emphasize the "cost of just one coffee a week."
  • Action: Calculate the daily or weekly equivalent of your larger price points and feature this prominently in your marketing materials, especially for subscription-based services or longer-term commitments.

"Pay As You Go" Options: Offer flexible payment plans that break the cost into smaller installments.
  • Real-World: Many online courses and software platforms offer monthly payment options instead of a large upfront fee.
  • Action: Explore if offering installment plans or tiered payment options aligns with your business model.

Highlighting the "Per Use" Cost: For products with a long lifespan or multiple uses, emphasize the low cost per use.
  • Real-World: "This durable blender costs $100 but will last for 5 years, costing you just 5 cents per blend!"
  • Your Action: If your product offers longevity or frequent use, calculate and highlight the minimal cost per individual use to showcase its long-term value.

TIP 6: Benefit Framing

emphasizing what is present (99% fat-free) is more appealing than focusing on what's absent (1% fat)
Focusing on Gains: As the above example illustrates, emphasizing what is present (99% fat-free) is more appealing than focusing on what's absent (1% fat).
  • Real-World: Food packaging, health and wellness products, and even marketing copy often use this positive framing.
  • Action: Review your product/service features and translate them into positive benefits. Frame your messaging around what the customer will achieve, experience, or gain.

Highlighting Solutions, Not Just Features: Instead of listing technical specifications, focus on the problems your product solves and the positive outcomes for the customer.
  • Real-World: Instead of saying "Storage for 1GB of MP3s," Apple's iPod marketing message was "1,000 songs in your pocket." Highlight what resonates with consumers. 
  • Action: Shift your marketing language from feature-focused to benefit-driven. Answer the "What's in it for me?" question clearly and compellingly.

Emote Positive Feelings:
Choose words that create a positive emotional connection and highlight the desired outcome.
  • Real-World: Coca-Cola's "Open Happiness" campaign consistently uses words and visuals associated with joy, sharing, and connection. Instead of "Reduces stress," try "Find your calm and reclaim your peace." Instead of "Saves time," try "Unlock hours of productivity."
  • Action: Pay attention to your word choice. Use sensory language and words that resonate with your target audience's aspirations and desires.

By strategically presenting your pricing in smaller, more manageable increments and by consciously framing your benefits in a positive and solution-oriented way, you can significantly enhance the perceived value and affordability of your offerings.
Remember, these are powerful ways to connect with your consumers, but the magic truly amplifies when your team (aka employee) knows how to shine.

GO TO TIPS #3 & #4
GO TO TIPS #7 & #8

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5/1/2025

The Price Illusion

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Making Value Pop

Today, we're diving into two powerful psychological tactics that play with how consumers perceive price and value: anchoring bias and price juxtaposition. Get ready to learn how to make your offerings look even more appealing!

TIP 3: Power of the Anchor

Clearly display the original, higher price next to the discounted price.
The Classic "Was/Now" Display: This is retail 101 for a reason! Clearly display the original, higher price next to the discounted price. Make the discount visually prominent with different colors or larger fonts.
  • Real-World: Clothing stores, electronics retailers, and online marketplaces use this relentlessly during sales events or seasons like Christmas. 
  • Action: For limited-time offers or promotions, always showcase the "before" price. Quantify the savings (e.g., "Save 30%!") to make the impact even clearer.

Tiered Pricing with a Premium Anchor: Offer a high-end, feature-rich (and higher-priced) option alongside your standard offering. This makes the standard option seem more reasonable in comparison.
  • Real-World: Software companies often have "Basic," "Pro," and "Enterprise" plans. The "Pro" plan looks like a sweet spot next to the more expensive "Enterprise" option. Also consider Tip #5 in the next post.
  • Action: If you offer different levels of products or services, strategically price a premium option to make your target offering appear more valuable.

Highlighting Competitor Pricing (Carefully): If your product offers similar or better value than a competitor's higher-priced option, subtly highlighting this difference can act as an anchor.
  • Real-World: "Our [Feature] vs. Competitor X's Similar Offering at $XX More!" Learn more about the pros and cons of competitive-based pricing.
  • Action: Be factual and avoid being overly negative about competitors. Focus on the value your price point offers in comparison.

TIP 4: Art of Price Juxtaposition

place your mid-range product next to a clearly higher-priced
The "Good, Better, Best" Display: In a retail setting, place your mid-range product next to a clearly higher-priced "premium" option. This makes your "better" option seem like a smart compromise.
  • Real-World: Wine stores occasionally arrange bottles this way, making a $20 bottle look appealing next to a $50 one.
  • Action: In your physical or online store, consider how product placement can influence perception. 

Featuring Alongside Premium Brands (Partnerships & Mentions): If your brand aligns with a more established or luxury brand in terms of quality or values, even a subtle association can boost your perceived value.
  • Real-World: Citi credit cards earn American Airlines miles with qualifying purchases. Nike and Apple partnered to offer consumers activity tracking technology in athletic gear with iPhone apps and the Apple Watch. Learn more about co-branding.
  • Action: Make sure the brand collaboration is relevant and authentic. 

​Highlighting "Features Similar to Luxury Brands": In your marketing copy, you can subtly draw comparisons to premium offerings without directly claiming to be the same.
  • Real-World: "Enjoy the smooth glide and ergonomic design, similar to high-end styluses costing twice as much."
  • Action: Identify key features or benefits of your product that resonate with those found in more expensive alternatives and highlight them. Similarly, avoid being negative about the other brand.

Anchoring bias and price juxtaposition are powerful tools for shaping customer perception.

​By strategically setting initial price points and carefully positioning your offerings, you can make your value proposition more compelling and influence purchasing decisions without necessarily lowering your prices.

It's about creating the right frame of reference for your customers to see the true worth of what you offer.
Remember, these are powerful ways to connect with your consumers, but the magic truly amplifies when your team (aka employee) knows how to shine.

GO TO TIPS #1 & #2
GO TO TIPS #5 & #6

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4/28/2025

Give 'Em a Taste

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Leveraging Ownership

Let's dive into the subtle art of captivating consumers with this power duo; fostering that irresistible feeling of ownership and leveraging the undeniable allure of free. 

​Humans are wired to value what they possess. Once we feel a sense of ownership, even temporary, the thought of losing it stings. Smart brands tap into this psychology brilliantly.

TIP 1: 30-day love affair

Offering a 30-day trial is like letting customers borrow the keys
Free Trials: Just like falling for that comfy couch you're "just trying out," a 30-day free trial for software or a 1-week hot yoga classes lets consumers integrate your offering into their lives. By the time the trial ends, it feels like theirs.
  • Real-World: Amazon.com amongst many other companies, thrive on this. The initial barrier is low, and the convenience of having the service becomes quickly indispensable.  
  • Action: Identify a core aspect of your product or service that can be offered risk-free for a limited time. Make the onboarding seamless and ensure consumer experience the full value during the trial. Remind them of what they'll miss if they cancel!

"Imagine This Is Yours": Even without a formal trial, you can create a sense of ownership.
  • Real-World: IKEA's showrooms let you envision their furniture in your own home. Through their app, you can use AR technology to "place" that dream plush couch in your home office.
  • Action: Use high-quality visuals and interactive experiences that allow consumers to imagine your product or service as part of their lives. For service-based businesses, offer a free consultation that feels like a personalized planning session.

Limited-Time Exclusive Access: Offer early access or beta versions to a select group. This creates a feeling of being "in the know" and owning a piece of something special before the masses.
  • Real-World: Many tech companies use beta programs to generate excitement and gather valuable feedback, making early adopters feel like stakeholders. Before releasing Gmail in 2004, Google launched an invite-only beta-test to a small group of consumers. Learn more about beta-testing.
  • Action: Consider a phased rollout of new products or features, offering exclusive access to loyal consumers or those who sign up early.

TIP 2: Magnetic Pull of Free

Even if we don't need it right now, a free sample is irresistible!
​The Irresistible Sample: That tiny perfume vial, that bite-sized pastry, that 15-minute mini-facial – free samples let consumers experience the tangible benefits firsthand, lowering the barrier to a potential purchase decision.
  • Real-World: Grocery stores like Trader Joe's and Sam's Club offering tasting of their food or beverage are classic examples of driving trial and future sales. Service-based businesses can offer free consultations or introductory workshops.
  • Action: Identify a low-cost way to let potential consumers experience a sampling of your offering. Make it easily accessible and highlight the value they'll receive.

The Strategic Add-On: Offering a free gift or bonus with a purchase increases the perceived value significantly. It's not just about the free item itself, but the feeling of getting "more."
  • Real-World: "Buy one, get one free" offers or free shipping over a certain purchase amount are common and effective. F&B outlets like Denny's and Buffalo Wild Wings used B.O.G.O. offers frequently.
  • Action: Brainstorm valuable add-ons that complement your core offering and incentivize purchase. Frame them as a special bonus rather than just a discount.

The "Freemium" Model: Offering a basic version of your service for free can be a powerful way to attract a large user base and then upsell them to premium features later. The initial "free" experience builds familiarity and trust. Be careful to not tread on the bait-&-switch model.
  • Real-World: Spotify, Dropbox, and many software companies use this model effectively.
  • Action: Consider if a freemium model could work for your business, offering enough value in the free tier to attract users and a clear incentive to upgrade.

The feeling of ownership and the allure of "free" are potent psychological triggers. By strategically incorporating free trials, engaging experiences, and valuable samples or add-ons, you can ignite initial interest and cultivate a deeper connection that leads to long-term loyalty. 

​It's about letting consumer experience the value firsthand and making them feel like they're already part of your brand story.
Remember, these are powerful ways to connect with your consumers, but the magic truly amplifies when your team (aka employee) knows how to shine.

GO TO TIPS #3 & #4

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4/11/2025

Ignite a Spark to Build a Flame

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We've all heard the buzzword: 'niche.' We think of quirky products, ultra-specific services, or that one thing we do that no one else does. But what if 'niche' wasn't just about 'what' you sell, but 'why' you sell it? What if it wasn't about being cheaper or just different, but about being greater? 

Imagine a niche that ignites a movement, that rallies customers – both inside and out – to stand behind a purpose, a cause, a belief.  A niche that transcends fleeting trends and becomes a lasting legacy.  It’s not about just selling something, it’s about standing for something. 

​Let’s explore how to build a niche that’s not just unique, but meaningful, even if, in the moment, the product or service isn’t the star of the show.  Let’s build a niche that inspires. Read the previous post: ​Your Niche: Cheaper or Greater?

COFFEE  ROASTER

A coffee roaster can be about cheaper coffee or greater purpose like ethical sourcing.

Igniting A "Spark"

  • Sensory Pop-Ups: Host short, engaging pop-up events onsite or offsite (farmers' market, community center) offering free samples of new or limited-edition roasts. The aroma and immediate taste experience create a memorable first impression.
  • "Blind Date" Discount: Offer a significant discount on a first purchase with a playful "blind date" theme – customers don't know the exact roast until they receive it, adding an element of surprise and fun, encouraging trial.
  • "Brew-It-Yourself" Challenge: Launch a fun, short-term social media challenge encouraging followers to share their best or most creative home brewing methods using the roaster's beans, with a small prize for participation (e.g., a free bag of coffee or a discount). This generates engagement and introduces their coffee to new audiences through user-generated content.

Build the "Flame"

  • Transparent Sourcing Stories: Share compelling stories and visuals of the coffee farmers and communities they work with, highlighting ethical practices and the positive impact of their sourcing. This builds an emotional connection beyond just the taste.
  • Host Community Coffee Events & Workshops: Organize in-person or virtual events like public cuppings, home brewing workshops, or talks about coffee origins and sustainability. This creates a direct connection with their customers, fosters a sense of community around coffee culture, and positions the roaster as a knowledgeable and passionate leader in their field.​ 
  • Local Partnerships & Give-Back Initiatives: Collaborate with local businesses or charities, creating co-branded offerings or donating a portion of sales to a cause their customers care about. This demonstrates a commitment to something greater than just profit, building loyalty and shared purpose.

SALON  SERVICE

A salon service can be about cheap and quick services or about customer care and building self esteem.

ignite a "spark"

  • "Mystery Makeover" Discount: Offer a limited number of "mystery makeover" appointments at a significantly reduced price. The client knows they'll get a service (e.g., cut and color), but the stylist has creative freedom within certain parameters. This creates excitement and can attract adventurous new clients.
  • "Pop-Up Pamper Stations": Set up mini, visually appealing styling or braid bars at local events, markets, or even partnering businesses (like a clothing boutique). Offer quick, free touch-ups or mini-styles to introduce people to the salon's skills and create a positive first impression.
  • "New Client Shine" Discount: Offer a significant discount (e.g., 20% off first service) specifically for first-time clients. This incentivizes trial and makes the salon more appealing to newcomers.

​Build the "Flame"

  • Personalized "Hair Journey" Plans & Loyalty Rewards: After the initial visit, create a personalized hair plan for each client, outlining recommended treatments and maintenance. Implement a loyalty program that rewards repeat visits with increasing perks (e.g., discounted products or service), making clients feel valued and encouraging long-term commitment.
  • "Styling At Home" Workshops & Community Events: Host small, intimate workshops in the salon on topics like "How to Style Your Curls," "Mastering the Blowout," or seasonal hair care tips. This positions the salon as a knowledge leader, fosters a sense of community among clients, and builds relationships beyond just appointments.
  • "Refer-a-Friend, Share the Confidence" Program: Implement a strong referral program that rewards existing clients for the new client they refer. Offer a significant discount or a free service to the referrer, incentivizing word-of-mouth marketing and building a community of confident clients who advocate for the salon.

Are you in a different industry and wondering how your business can ignite a "spark" to build the "flame"? Comment below with your name and company's information.

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4/8/2025

Your Niche: Cheaper or Greater?

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We all know the lure of a good deal. Slashing prices or offering the newest gadget can certainly grab attention and bring in a rush of customers. That's one way to carve out a "niche" – being the cheapest or the freshest face on the block. But is that the legacy you want to build?

Think about it. A niche built solely on being "something cheaper" is a race to the bottom. Someone will always be able to undercut you, and your value becomes solely tied to price. Similarly, a niche based purely on being "something new" is often fleeting. Trends fade, and what's cutting-edge today is old news tomorrow.

Now, consider a different kind of niche: "something greater." This isn't just about what you sell, but why you sell it. It's about tapping into a deeper purpose, a set of values that resonates with your customer (internal and external) on an emotional level.

​The Short-Term Spark

  • Attraction: Immediate price sensitivity or novelty.
  • Loyalty: Often transactional and easily swayed by the next cheaper or newer thing.
  • Impact: Can drive initial sales but may lack lasting connection.
  • Example: The flash sale website with deep discounts on random goods, or the latest trendy gadget that's quickly replaced by the next innovation.

​The Long-Term Flame

  • Attraction: Shared values, a sense of belonging, and a desire to support a meaningful cause.
  • Loyalty: Stronger and more resilient, based on emotional connection and shared purpose. Customers become advocates.
  • Impact: Creates a lasting brand identity, fosters community, and can drive consistent support even without constant discounts.
  • Example: The sustainable clothing brand that champions ethical production, the local coffee shop that actively supports community initiatives, or the tech company dedicated to digital accessibility.

What is your niche? Something cheaper or something greater?

The Occasional Spark is Okay,
But Build the Flame

Offering a discount or a new feature can be a great way to introduce people to your brand and your "greater" purpose. Think of it as a little spark to ignite interest. However, your long-term strategy should focus on nurturing the "greater" aspect of your niche.

When you rally your customers – both your paying audience and your internal team – around a shared purpose, you build something far more powerful than just a business. You create a movement, a community, a lasting impact. This kind of niche isn't easily replicated by a lower price or a fleeting trend. It's about the heart of your brand, and that's a value that truly endures.
Dive deeper for some suggestions on how you can ignite a spark and build the flame.

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3/28/2025

Your Compass & Your Windvane: Navigating Success in the Big Picture

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We've all been there: that moment when you're staring at a fork in the road, wondering which path to take. In business, these moments happen daily.

​But what if you had a tool to guide you, a way to stay true to your course while adapting to the ever-changing business landscape?

That's where the compass and the windvane come in.
Compass is your guiding principle - a north star

YOUR COMPASS

Think of your guiding principles as your compass; the unwavering north star.

They're your core values; the "why" behind everything you do. They provide direction, ensuring you stay true to your vision, even when the winds shift. Ask yourself:
​
  • What are your non-negotiables?
  • What values drive your decisions?
  • What impact do you want to make?

Your answer to these questions will be the foundation of your brand, the bedrock of your success.


Your windvane helps your read the environment and adjust strategy

​YOUR WINDVANE

But a compass alone isn't enough. You also need a windvane; a tool that helps you read the environment and adjust your marketing effort accordingly.

​This is about being proactive, anticipating change, and navigating situations with agility. Ask yourself:
​
  • What are the emerging trends in your industry?
  • How are your customers' needs evolving?
  • What challenges might you face, and how can you prepare?

​Using a windvane isn't about abandoning your compass; it's about using your guiding principles to navigate the currents of change.

The Compass Windvane Strategy

The Power of BotH

The real magic happens when you combine the two. Your compass keeps you grounded, while your windvane allows you to adapt and thrive. It's about finding that sweet spot between staying true to your values and being responsive to the world around you.

WHAT DRIVES YOU TO EXCEL?
​
Ultimately, the "Big Picture" conversation about what drives you to excel comes down to this: what's your compass, and how are you using it to navigate? What's your windvane telling you, and how are you adjusting?

​How do you balance staying true to your values with adapting to change? What's your business' "compass-and-windvane" strategy?

Share your thoughts in the comments below. 


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3/19/2025

Beyond the Pretty: Your Team is Your Real Touch Point

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We spend hours perfecting our website, designing eye-catching brochures, and creating the perfect ambiance in our physical spaces. But let's be real, folks: all those professional-looking touch points mean nothing if your internal customer (i.e., employees) representing your brand aren't equipped to shine.

​Think of it like this: you can have the most beautiful stage set in the world, but without talented actors who know their lines and can react to the audience, the show falls flat. That's where "how you say it," "how you do it," and "how you react to it" come in.
Combining hardware with heartware

HOW YOU  SAY  IT

This isn't just about memorizing a script. It's about understanding your brand's voice and translating it into genuine, human interactions.
​
  • Online: Are your social media responses friendly and helpful, or robotic and impersonal? Do your emails sound like they're written by a human, or a marketing bot?
  • On-Print: Does your printed material use language that resonates with your audience? Is the tone consistent with your online voice?
  • On-Site: Do your employees greet customers with warmth and enthusiasm? Can they clearly and confidently explain your products or services?

HOW YOU  DO  IT

This is about more than just completing tasks. It's about understanding the "why" behind what you do and delivering exceptional service at every turn.
​
  • Online: Is your website easy to navigate? Are your online processes seamless and efficient?
  • On-Print: Are your printed materials accurate and up-to-date? Are they delivered on time and in good condition?
  • On-Site: Do your employees follow through on their promises? Do they go above and beyond to meet customer needs?

HOW YOU  REACT  TO  IT

Let's face it: things don't always go according to plan. How your team reacts to challenges can make or break a customer relationship.
​
  • Online: Do you respond to negative reviews with empathy and professionalism? Do you address customer concerns promptly and effectively?
  • On-Print: If there's a printing error on your product packaging or promotional flier, how do you handle the situation?
  • On-Site: Can your employees handle customer complaints with grace and composure? Can they turn a negative experience into a positive one?

Your Team: The Ultimate Touchpoint

At the end of the day, your employees are the face of your brand. They're the ones who create those lasting impressions, those moments of connection that build customer loyalty.

​So, how are you equipping your team with the tools they need to shine? How are you empowering them to be the best possible representatives of your brand? Click to explore eight actionable tips here to resonate with consumers.

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3/12/2025

Mastering the Touch Points: Your Brand's Experience

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Every business, big or small, communicates with its audience through three key touch points. Think of these as the vessels that carry your brand's message; an opportunity to create a brand-driven experience. 

ONLINE

Online touch point includes website, social media, email, etc.
This is your digital presence. It includes your website, social media, email marketing, online ads, and any other way customers interact with your brand online.

Make a checklist of your online touch points and consider the following::

  •  Website Usability: Is it easy to navigate, mobile-friendly, and informative?
  •  Social Media Engagement: Are you responsive, consistent, and providing valuable content?
  •  3rd Party Review: What are customers saying about you in reviews and comments?

ON PRINT

On print touch point includes brochure, printed advertisement, invoice, etc.
This encompasses your tangible, printed materials. Think brochures, business cards, fliers, packaging, signage, direct mail, and even invoice.

Consider the following as you evaluate your on print touch point:

  • Design & Quality: Is it visually appealing, professional, and consistent with your brand?
  • Clarity & Information: Does it effectively communicate your message and key details?
  • Brand Consistency: Does it align with your online and on-site look and feel?

ON SITE

On site touch point includes store front, office, product, etc.
This is the in-person experience. It includes your physical location (store front or office), customer service interactions, events, and any direct, face-to-face contact.

On-site touch point can be powerful as other touch points like print and digital elements are likely in the mix:
  • Atmosphere & Ambiance: Does it reflect your brand's personality and create a positive experience?
  • Customer Service: Are your employees helpful, knowledgeable, and friendly?
  • Overall Experience: Does it leave a lasting positive impression?

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2/24/2025

Who Are Your Real Customers? - Part 2

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You've identified your customers, both internal and external. Fantastic! But here's the thing: they're not all the same. Your brand is the main dish, and your customers are the spices that add flavor.

​Some are sweet, some are savory, some are fiery. To create a truly memorable experience, you need to know how to blend these diverse flavors, understanding the unique tastes of your audience.

THEIR Role

A customer's role can be a cheerleader or an advocate.
Imagine you’re launching your brand, and suddenly, the crowd goes wild! Some are cheering loudly from the sidelines—hyping you up, clapping, and maybe even waving pom-poms. That’s your cheerleader.

But then, there’s someone who doesn’t just cheer—they introduce you to the right people, defend your brand in conversations, and convince others to trust you. That’s your advocate.

​Both are great, but one fuels excitement while the other fuels growth. The question is: Are you nurturing fans or building true advocates for your brand?

THEIR VALUE

A customer's value can be incentive driven or impact driven
Imagine two customers: one, eyes lit up at a sale sign, grabbing a bargain with a quick, transactional satisfaction.

​The other, glowing with pride after supporting a local cause, feeling a deeper connection to a business that shares their values.

Both are valuable, but their 'why' is worlds apart. One is drawn to the immediate reward, the other to the long-term impact. One sees a product, the other sees a purpose. Which customers are you nurturing?

What about employees? Well, they can be driven by monthly paycheck and/or yearly bonus or they can be driven by being part of a bigger purpose.

THEIR INFLUENCE

A customer's influence can be that of an entertainer or an educator
Picture this: An entertainer (e.g., movie star) steps onto the red carpet, cameras flashing, fans screaming their name. In just seconds, millions are captivated.

Now, think of a teacher—no spotlight, no viral moments—just a room full of students they inspire day after day.

One reaches the masses instantly, the other shapes lives over time. Both have influence, but in very different ways.

​Are you looking for fleeting attention, or do you want to leave a lasting impact? Understanding the difference can change how you connect with your audience.

REVISIT YOUR INTERNAL AND EXTERNAL CUSTOMERS IN PART 1

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2/24/2025

Who Are Your Real Customers? - Part 1

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We've all been guilty of it: laser-focus on the paying customer, the one with the wallet. But what about the person who keeps that wallet full? The one who makes the magic happen behind the scenes? Let's go deeper and uncover the 'real' customers who shape your brand from the inside out.

Food & beverage

Identifying internal and external customers for a restaurant business.
Delicious food starts with a happy team! Just like we focus on creating a memorable experience for our diners (external customers), we must also care for our amazing cooks and waitstaff (internal customers). 

​A positive work environment fuels creativity and passion, which translates directly to the plates we serve. Both internal and external customers are the engine of your brand! Can you identify more if you are in the F&B business?

RETAIL STORE

Identifying internal and external customers for a retail store.
Shopping should be a joy for everyone! We strive to create a welcoming atmosphere for our shoppers (external customers), but we also know our cashiers and sales team (internal customers) are the heart of our store. Their smiles and helpfulness make all the difference.

​A happy team creates a happy shopping experience! Both internal and external customers are the engine of your brand! Can you identify more if you are in the retail business?

CRUISE

Identifying internal and external customers for a cruise ship.
Setting sail for unforgettable memories! To ensure our cruisers (external customers) have the vacation of a lifetime, we invest in our incredible captain, crew, and cleaners (internal customers).  From seamless service to sparkling cabins, their dedication makes every voyage special.

​A happy crew creates a happy cruise! Both internal and external customers are the engine of your brand! Can you identify more if you are in the entertainment industry?

CLICK HERE FOR PART 2

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2/19/2025

What Are You Really Selling?

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​We've all heard the classic example: a mattress company isn't just selling mattresses. They're selling a good night's sleep. But what about your business? Are you truly tapping into the core value you provide? 

​When You're Selling a Product

When you are selling a product; like a mattress company or a coffee roaster.
Think beyond the tangible. It's easy to get caught up in the features and benefits of your product, but customers are buying more than just stuff. They're buying a feeling, a transformation, a solution to a problem, their problem.

Example 1: The Mattress Company

They're not just selling springs and foam. They're selling comfort, rest, rejuvenation, and the promise of a good night's sleep. A good mattress is an investment in well-being, not just a place to lay your head.

Example 2: The Coffee Roaster

They're not just selling roasted beans. They're selling the aroma that fills your kitchen, the ritual of the morning, the energy boost to conquer your day, the cozy feeling of connection with friends over a warm cup. They're selling a moment.

​The Takeaway:
What emotions does your product evoke? What problem does it solve on a deeper level? Tap into those intangible benefits, and you'll connect with your customers on a much more meaningful level.

​When You're Selling a Service

PictureWhen you are selling a service; like financial or technological services
Services are even more about the intangible. You're not just executing a task; you're providing expertise, peace of mind, and a solution tailored to your consumer's unique needs.

Example 1: Financial Services
It's not just about balancing the books or managing investments. It's about providing financial clarity that leads to mental clarity, a sense of security that allows the pursue of dreams. It's about building a future, not just crunching numbers.

​Example 2: Technological Services
It's not just about software solutions or coding prowess. It's about streamlining workflows, fostering human connection in a digital world, and empowering businesses to thrive. It's about making technology work for people, not the other way around.

​The Takeaway:
What transformation do you provide? What burden do you lift? Focus on the outcome your service delivers, not just the process.

Identifying your "good mattress" and your "good night's sleep" will enable you to better craft your message to effectively reach and resonate with consumer. One is not better than the other because consumers value different things.

Share about your business and what you are really selling in the comments.

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1/31/2025

Your Brand is like a...

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Your Brand is like an ice berg; there is more beneath the water.

ICEBERG

The most significant part of a brand often lies beneath the surface.

What people see above the water – your logo, your website, your ads – that's just the tip. It's important, sure, but it's only about 15% of what your brand really is.

The other 85%, the massive part underwater, is everything else: your purpose, vision, mission, and values. If that 85% isn't solid, if it's built on shaky foundations, that little tip on top isn't going to matter much. 

​A strong brand needs a strong base, because eventually, people will dive deeper and experience the real you. That's what builds trust and loyalty – not just a pretty logo, but a solid iceberg of a brand.

Your brand is like a tree; your roots must be healthy and planted in fertile soil  in order to produce good shade and fruits.

TREE

In order to provide desirable shade and delicious fruits, the root system must be healthy and planted in fertile soil.

The trunk, branches, leaves, and flowers/fruits - what people see - are collectively your logo, products, website, storefront, employees, brochures, etc. Yes, they must be “delicious and desirable” in order to attract consumers.

​But those things need to be rooted in a strong and fertile foundation. And that foundation is the much needed clarity in your brand’s purpose, vision, mission, and values. Spend time building a strong foundation and watch your brand spread its reach.

Your brand is like a human body; you need a robust internal system for a healthy exterior.

HUMAN

A healthy body requires a robust internal system.

You can put on the best clothes, the most stylish shoes, and the perfect makeup, but if you're not healthy on the inside – if your heart isn't strong, your bones aren't sturdy, and your mind isn't sharp – it won't matter. People will see right through it.

​A brand is the same way. You can have the sleekest logo, the most engaging website, and the most persuasive ads, but if you don't have strong values, and a clear purpose, vision and mission, it's just a facade. People will sense the inauthenticity and move on. 

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1/26/2025

What's Your BIG Picture?

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Having the Big Picture is looking through a bigger frame

Limited View

Sometimes we limit our view unknowingly by looking through a small window.

Similarly, if a business/organization focuses solely on quick revenue and neglects long-term growth strategies, it misses the big picture.

One way of widening the window is identifying your "good mattress" (e.g., the tangible offering like a product or service consumers pay for) and your "good night's sleep" (e.g., the emotional value).   

Having the Big Picture is recognizing that you are not the only problem solver.

Egocentric View

Sometimes we get too hung up on our personal agendas and see ourselves as the only problem solver.

Similarly, if a business owner or an organization leader prioritizes personal benefits and fails to recognize team dynamics for overall success, he/she misses the big picture. Neither would a company wants their employees to be driven only by a paycheck.

Create shared experiences within the company/organization (e.g., celebrating employment anniversaries, individual or collective achievements) will help everyone deepen the relational dynamics. 

Having the Big Picture is considering all possible points of view.

Contextual View

Sometimes we fail to change our perspective and consider other possible points of view.

Similarly, if a business/organization gets buried in the day-to-day and does not spend time looking at customer data and industry trends, it misses the big picture.

Acknowledge team members' contribution in their area of expertise while helping them appreciate what others bring to the table. 

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1/15/2025

The BIG Picture Conversation

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Picture
If you have participated in my workshops or have worked with me on brand development, you will know that I am a big picture person.

I love to find patterns in complex processes and will attempt to make sense of it through pictures and with minimal text. While a picture is worth a thousand words, we are all unique and may interpret what we see differently.

I will be publishing in this Facebook album illustrations that explore key brand concepts and strategies, and inviting people to share what it means to them. 

Branding can be complex but it is my hope that through illustrations, we can spark creativity, ignite conversation, and help each other discover meaningful branding and marketing strategies. 

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    B.R.A.N.D.  FREEZE

    Branding can be a tedious and complex process, capable of hurting like a brain-freeze if you overthink it. As your business evolves throughout its lifetime, your brand will take shape and become more authentic and relatable. In this series of blog posts, I will be "freezing" a moment in the life of a business and discussing what they are doing to become memorable.

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