Monday, June 09, 2008

Power Marketing Tip 04: Relationships trump branding

Relationships trump branding

Stop branding and start building relationships.

Small business is falling prey to the branding epidemic. We see big business spending so much money on branding and we are hypnotized to follow the herd chasing the branding grail.

Stop right now. Stop that foolish branding. Small business has a far better tool than branding. That tool is building relationships.

Small business is better at building relationships. That's your strength. Big business can't build relationships. That's why they resort to branding. That's the only type of relationship that big business can create. Branding is a cold relationship and one sided. It is all about the big business controlling conformity within their organization. Branding sends messages that say that our company is great.

Small business would be better off to focus on relationship building instead of branding. Relationships are built on engagement, personalization and warmth.

Relationships say, "We think we have great customers."

How can you build stronger relationships?

Personalize your conversations. Remember the TV show, Cheers - where everybody knows your name.

Praise your customers. Compliment them. Give them awards for continued loyalty. Hold appreciation events.

Personalize your service. Instead of treating everybody the same, discover how they want to be treated, then treat them that way. Don't hide behind corporate policy.

Build stronger relationships with your customers and you won't need to worry about branding.

George Torok
Power Marketing

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1 comment:

Mike Aoki said...

Hi George,

That's great advice. I’d also add that sales people should do the same. Even if you’re a sales rep for a large, well established company, it’s your relationship with the client that counts. Your ability to find leads, nurture client relationships and add value to the sales transaction will set you apart from your competition.

It’s easy to print a brochure. Any of your competitors can do it.

But, it’s difficult to constantly add value to the sales transaction. It’s challenging to find a way to solve your client’s toughest needs. It takes dedication to keep in touch with your clients, even when they are not making an immediate order.

But, those qualities separate great salespeople from ordinary ones. Great salespeople build relationships. They don’t depend upon corporate branding to carry them through.