January 11, 2012 – 10:25 pm
The truth: You don't control your brand.
Your customers do.
According to Apple evangelist Guy Kawasaki, even the all-powerful Apple Computers used to mess this up. In
Reality Check, he explains how Apple used to spend millions of advertising dollars trying to convince people that Apple Computers are "more powerful" than their PC counterparts.
Apple Computers are more powerful.
Apple Computers are more powerful.
Apple Computers are more powerful.
It turned out that their customers didn't care much about "powerfulness".
Mac customers loved how easy to use their Mac's were, and how much fun it was to make cool stuff. And so that's what they talked about. And that's what they told their friends. And that's why their friends ended up buying Mac's too.
Because they were easy to use and they could make cool stuff on them.
How about your window cleaning or pressure washing company?
I know that when I ask you to describe your company, you'll tell me all about your commitment to excellence, or your being in business for 26 years, or your shiny new trucks. I know that you have a story about your brand that you're trying to tell.
The better (more profitable) question is: What stories are your customers telling about you?
They have already decided what your company stands for.
That's the truth.
Are you listening?
IDEA: Why not make up a little postage-paid survey for clients that have recommended you, with one line on it:
"When you recently recommended us to your friends, what did you say about us?"
And leave the rest of it blank.
You might find out for the very first time what your brand actually stands for.
You must be logged in to post a comment.