Fortunately, the client had mercy on me and just asked me one question, “Well, what did you learn?”
A bit shocked by their response, I said, “Take the time to vet who I let into my business.” They responded with kindness and said, “I’m sure it will never happen again. Because of your honesty, we would be happy to continue our business with you.”
When I brought this issue to my employee’s attention, he responded with a half-hearted apology along with his invoice. The nerve of that guy still upsets me to this day. If he would have been honest and owned up to his lack actual knowledge on the matter, I may have taken the time to train him and forgiven such a mistake, but the fact was, he simply didn’t care. The truth is you can’t pay people to care.
Moral of the story: honesty is the best policy, do your due diligence, and know who you let into your business. If you wouldn’t trust them with your children, don’t trust them with your business.
Liability Insurance
I’m never surprised when a business owner tells me that they don’t have liability insurance. It’s usually one of those things deep down on the checklist they will get to eventually. To that I say, don’t be a fool! Be sure to cover yourself. You’ve worked so hard to get to this point, don’t get lazy in this department. General liability insurance can protect your business from property damage claims, medical payments if someone sustains an injury while at your business, reputational harm, advertising errors and so much more. It’s 100% worth it to research the various insurance companies to see what works best for your business.
Team Check-ins & Meetings
Frequent communication is essential for the success of your workforce. This can be a simple acknowledgment, saying “Good morning, how are you doing?” It can be a quick phone call at the end of the day. “Hey, just checking in, how were the numbers today? Is there anything we should go over?”
While these quick check-ins are great, you also want to create time for more in-depth communication with your team. Start by getting your team together at least once a week. A lot of companies prefer to do it in the evenings after work, but I always encourage them to do it first thing Monday morning, at least thirty minutes before work. It's a good way to kick off the week. You can put things at ease within the company if there was something that came up over the weekend or if something happened the previous week that had not yet been addressed. Kick off Monday in a really positive way. I recommend capping it at a half hour. Be sure to have a realistic agenda ready to fit that time frame. In my experience, a half hour is about as much brain power people can give during these meetings, especially early in the morning.
A client of mine, a law firm, always had meetings throughout the day with their clients, but they forgot they also needed to have their own team meetings. As their business consultant, I encouraged them to have weekly meetings each Monday morning. When they finally took the time to all sit down together, the agenda was full of simple things, such as refilling the coffee pot or restocking the bathroom with paper towels when someone sees they’ve run out. However, as soon as it was all out in the open, it made for a more positive work environment. After a few weeks of doing this, I checked in with them. I went to their team meetings and observed how they were running. One of the lawyers told me it had been months since he actually talked with one of his co-workers, who happened to be his roommate in college, about anything other than their clients. “Life just gets so busy around here, you forget to slow down, enjoy a cup of coffee, and even laugh once in a while. I’m learning things about these people I never would have known without this time.” The firm agreed that the meetings were effective; their cohesive team productivity and overall work enjoyment increased by simply checking in every Monday morning. Yet another reminder about the importance of making connections with your team, not only in a professional manner but a personal one as well.
Celebrations
I encourage business owners to make sure they have everyone's birthday on a calendar. You can win some serious brownie points by remembering birthdays. Get cupcakes, or have your team all sign a card. Take it a step further and pop a $20 Starbucks gift card (or something you know they would appreciate) in there. Don't just acknowledge the managers and executive; do it for the guy you hired two months ago. If it makes sense for your business, set time aside for company appreciation picnics, acknowledge your employees with awards, and invite their families to celebrate them. This is another way you’re making steps toward cultivating positive company culture.
Relationships with Vendors
Relationships with vendors are, obviously, important. As a leader, you may have to train your vendors on how to meet your needs, standards, and expectations. Make sure those relationships are beneficial to both parties. Remember to put everything in writing. If you have a clear paper trail with your vendors, they will appreciate it, and so will your bookkeeper.
I always encourage business owners at the end of the year, whether it's Christmas, New Years, or even Thanksgiving, to recognize their vendors and show their gratitude because those are the people behind the scenes who provide for your team, for your customers, and for your overall bottom line. So, remember to treat them with respect and include them in your company gifting.
Quick note: If you run a company that relies heavily on vendors to deliver a product to your business, you always want to be sure you have a backup vendor in mind just in case the first can’t get you what your business needs to operate. Also, when you assign a manager for inventory, teach them to be thinking three steps ahead on what the business may need to keep operations flowing week to week. Inventory sitting on a shelf is money that could be working in the business for you. You must find the balance between having enough and too much. Planning is key!
Relationships with Customers
It's vital for business owners to recognize that the customer is the lifeblood of the company. If it wasn't for the customer, you would not still be in business today. Do not overlook this, as it’s easy to get swept up in what we, as the business owner, might think is best for the company. Oftentimes, the customer will be telling us, laying out a perfect blueprint of what they want, and we just have to be willing to listen.
So how do we establish a positive relationship between the business, our brand, and our customers?
Deliver the product or service on time
Under promise and over deliver
Solve the problem your customer is having
WOW your customer—get them talking
Be consistent
Your customer could have chosen another company similar to yours, but they decided to spend their hard-earned dollars with your business. When you deliver your product or service on time, this shows the customer how you value and respect them.
The age old business saying, “under promise and over deliver” still holds up and can play a critical role in the success of any company. Say you own a flower shop. Jenny wants to send flowers to her mom for Valentine’s Day, but isn’t sure if you deliver. You let her know you can happily deliver, and this provides a solution to her gift-giving issue. Jenny pays for one dozen roses to be delivered on Valentine's Day. When the flowers arrive, the customer is pleasantly surprised to find two dozen roses were delivered. Something important to note here: you don’t want to give away too much, but you can price something accordingly so you can WOW your customer without overextending your business. By surprising the customer with more than what they expected, it will not only make a customer for life, but have your customer talking. A happy customer might tell one or two people about their pleasant experience, and an unhappy customer will tell ten or more. So be sure to keep your customers happy. Always be thinking about how you would want to be treated.
From there, we must stay consistent. Sure, there are times we may fall short, and the flower shop might be completely sold out, but make sure you have a back up plan and continue to add a personal touch to keep your customers engaged and talking.
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sp; If a potential customer takes the time to visit your website, since we can’t (yet) offer a handshake through our website’s home page, try offering a 10% discount on their next order, by signing up for your email list. This creates a “win-win” for you and your customer.
With my company, Love Bird Chocolates, it all came down to personal touch. Each one of my customers receives a handwritten thank you note and a hand tied ribbon on their box of chocolates. Does it take longer? Yes, but it also, to this day, makes a lasting impression. By doing this, it lets my customers know they are valued and not just another order. I’m always sure to include a little extra taste of something else as well, to allow my customer the opportunity to try something new. Four out of five times, the customer will come back to order what they sampled. This is what I cheerfully call “the tasty upsell.”
We Have an Email List, Now What?
Think about how many emails you receive on a daily basis. For some, it's just a few, but for others, it’s thousands. From promotional offers to sports or news updates, our inbox can get jammed up rather quickly. It feels overwhelming to have to sift through all the spammy looking offers to find ones we actually want to open. Be sure that when you send an email to your list, it’s chock full of value. The subject line should be an attention grabber, and when the customer opens it, keep them reading. Offer BOGO deals, free shipping, or fun ways they can connect with your company, such as a contest where they win a prize for just being involved. We never want to abuse a list, so be strategic with how often you’re sending out emails, and remember to add value.
Valuing Relationships
Action Steps
By working on the business, you can continue to build strong relationships. Think ahead about how you can continue to cultivate these relationships in the future.
How do you build positive, professional relationships with your employees?
Are there vendors you need to focus on and show your appreciation?
What role does customer appreciation currently play in your business?
As a bonus, I created a priceless list of resources that I have curated over many years to fast track your business success and help you achieve your business and leadership goals. This includes valuable information on liability insurance and other topics covered in this book.
To get this bonus now, go to www.TheEmpoweredBook.com/bonuses
Chapter 7
Establishing Branding
“Marketing is no longer about the stuff you make...it’s about the story you tell.”
— Seth Godin
When you think of branding, think of it as a handshake or a first meeting. You want to make the best impression possible in the shortest amount of time. When you meet someone in person, more than likely, you smile, say hello, and make eye contact. Branding is your company’s first impression, and hopefully, it’s a lasting one. Branding is also essential because it allows your customers to know what they can expect from your company. There are many components to building a strong brand, such as logo design, clear messaging, brand value, perception, voice, and positioning. In addition, there is the brand strategy, including marketing, advertising, and customer service.
For an existing business, I have found that at least 75% of marketing-related issues can be fixed by correcting branding mistakes. All marketing confusion for new businesses can be avoided by taking the time to develop a proper brand, one that focuses on the customer and their needs.
When building a brand, the company should start with the customer in mind. Any brand that tries to make itself the hero in its overall branding story is sure to fail. A company can save a great deal of time and money by having a clear understanding of who their target audience is and what their target audience wants.
Branding Message
When working with new clients, I look deep into what marketing efforts they have done, both successful and unsuccessful. If a company has been struggling, one of the first things to review is what brand message the company is portraying to the public. If the message is not clear, then the business is wasting its time trying to reach and connect with their ideal customer.
Maybe the marketing message just needs to be revamped a little; perhaps something needs to be added or taken away. If a customer spends too much time or energy trying to understand the brand, they will struggle to connect and lose interest. Remember: you only have a few seconds to capture your potential customer’s attention, so be sure your brand message is quick and easy to digest.
If you aren’t sure if your company’s message is clear, or you’re in the development process, here are the three research steps I use with my clients to assist in creating the perfect brand message:
Customer perspective: What matters most to your ideal customer? Take the time to do surveys, interviews, and research how they interact on social media.
Internal perspective: In order to be effective, your brand promise and message should be true. Are you being honest and transparent? When in doubt, follow your core values.
Marketplace perspective: Remember to do competitor research. Get inspiration from similar successful companies. Does your brand stand out above and beyond the competition? You want to make sure what you’re offering has value and is solving a specific problem your customer might be having. What need does your brand message serve?
In today's economy, your ideal customer will likely have an abundance of similar products or services to choose from. Your goal is to encourage them to relate to your beliefs, your values, and your passions.
Do your best to not become overwhelmed with this exercise and don’t rush it. Keep in mind that usually the first thing you think of is the best; listen to your leadership intuition, and when in doubt, keep it simple.
A clear brand message will strengthen your company’s values and reputation, all while providing cohesion to your team.
Brand Consistency
Brand consistency is the delivery of your brand’s identity and values over time. It can directly affect what people think about your company. It’s a slow and steady strategy, but if done correctly and consistently, your brand’s visual and overall message will establish trust with your target audience. Your brand will become the “go-to,” the authority in your industry.
Simply put, customers trust brands they recognize, and consistency makes your brand feel more dependable. Your brand must be clear and concise, not up for interpretation. Use the same fonts and colors on everything you post online or print for marketing materials. Remember your website is your online storefront. Treat it as if it were in a prime location on main street and keep the design, fonts, voice, and colors consistent throughout.
Look at Coca-Cola, arguably one of the most recognized brands in the world. Their voice, message, and visuals are clear and simple. Occasionally their tag line changes, but it’s still consistent with their overall message: “open happiness” or “things go better with Coke.” It’s suggesting to their target market to take action. Grab that delicious Coke and enjoy!
Remember brand consistency isn’t just customer facing. If you’ve taken the time to cultivate your incredible brand message and voice, be sure your brand resonates with your team as well. Your employees should always want to stand behind your brand and company values. This assists in delivering the best possible outcome to your paying customers. Your brand consistency should be in lock-step with your team. Since the dawn of time, humans have always wanted to be part of a team. Fulfill that need and provide your team a sense of belonging, backed by your awesome brand.
So how do you create this environment for your employees?
Provide them with branded items, such as shirts, mugs, and business cards, to create internal brand loyalty.
Empower your employees as brand ambassadors: get them talking on social media. Using a program like everyonesocial will help keep your company’s message consistent.
Recognize, reward, and incentivize. If you have employees who have truly shown they are “living t
he brand,” acknowledge them amongst their peers. You can reward them with a gift card, or a bonus. By setting this example, it will start to incentivize others to share in the brand’s lifestyle.
Brand Exposure
If you think about some of your favorite products, what is it that you like about them? I’m willing to bet they have a brand that aligns with your values, portrays a lifestyle you feel engaged with, or makes you feel good about yourself. When you see ten different types of shampoo on the shelf, you are most likely not looking at each one to see if there might be something better. Instead, you’re scanning down the row to find the one you know and trust. These daily, instant decisions are the reason brand recognition and exposure are so vital when launching a business.
Whether your brand is online or on shelves, you must have a go-to marketing strategy in place for how your brand will be displayed for everyone to see. This is important when thinking about who your customer is and what their thought process will be when purchasing your product or service.
Here are some ways you can boost your brand’s exposure:
Tap into the world of social media influencers: Do you follow someone who has a like-minded product or service? Someone whose followers love to engage with them? Reach out to them for a promotion opportunity.
Always brand your packaging: I can’t stress this enough. It is a missed opportunity to not brand everything the customer touches. Whether it’s a bag from a store or a box of chocolates, put your logo on everything. By doing this, your customers become your guerrilla marketers.
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