07 Jan Brand new year resolutions
Quit smoking? Spend more time with family? Get healthy?
Fantastic but what about your business which helps you to enjoy life with self and family?
Here are five Brand New Year Resolutions that will help your business to become stronger in an economic slowdown and enjoy the benefits of getting healthy, quitting smoking and spending more time with family.
SO HERE GOES, IN 2013 WE’LL.
FIND OUT WHAT OUR USP IS.
Too many businesses have no clue what their unique selling proposition (USP) is. If they don’t, how on earth will the market (or their own customers) know? What do you (or can you) do brilliantly? What sets you apart? I heard of a local restaurant that has only sirloin steak, chips and one type of salad on the menu. That’s all. I hope their steaks are great – I’m going to try them this month some time.
In 2013, get to grips with your USP – what differentiates you? Why do customers choose your business?
DEFINE OUR BRAND VALUES.
Your USP and Brand Values are very closely connected. The former is why people buy from you, the latter is why they keep on buying from you or become a part of you.
What are the significant stories that people tell each other about your business?
There is often a gap between what you say and what they say. Corporate rhetoric versus everyday reality. What you say is irrelevant – what they say is you!
Once you’ve defined your brand clearly, make sure that everything lines up – your people, imaging, messaging, products, processes, complaints procedures. Alles!
Make 2013 the year that you start your journey from entity to brand.
LET OUR STAFF KNOW WHO THEY’RE WORKING FOR
There’s just no percentage in getting to grips with your USP or defining your brand without staff being a part of this most significant of times in the history of your company.” Hey Neil Armstrong, you’ve stepped on a big dust ball – nah, not important – just take a step or two for the cameras and come home again!”
The thing is, your staff create the customer experience that largely defines you so they do need to know who you are or who you want to be. And as brands are all about what they – the customers – say about you, staff need to know what you want customers to say!
Make 2013 the year that your staff take renewed pride in building something special.
BAN STUFF THAT MATTERS LITTLE
Rip down the Honest, Integrity, Caring and Trust posters. These are not values – they’re normal, everyday attributes of decent people. If somebody tells you they have these attributes, it’s probably another Ponzi scheme!
And stop with the Innovative bit – we live in a time of fast-paced change, innovation is expected be it in product or day-to-day processes.
Rather think of values that really connect with lifestyle, passions, dreams, hopes and aspirations. It will differ for every company, but a software company might be talking about “simple, easy to use, fun and humour, memorable and different, personalised, coherent”.
Once you’re into the swing of things, start talking about the personality of your company so that your imaging and messaging projects correctly. As an example: Cool. Trendy. Young. Casual. Reliable. Fast. Performance-oriented. Efficient.
STAND OUT AND BE FOUND
Brands are for businesses brave enough to differentiate, to stand for something. When you put your hand up and say “this is me”, you’ll find that (if you’ve done your homework correctly) a sizeable chunk of the market looks up and says: “Pleased to meet you, we like what you stand for.”
If you don’t stand out sufficiently, they’ll never find you. Stand out and those looking for what you offer will find you in 2013.
Here’s to 2013. a BRAND NEW YEAR!