Owner To Owner Podcast Michel Hogan, Brand Counsel, takes us through a no-jargon guide to what a brand really is , and how it can help your small business.
@MichelHogan is a #brandcounsel. For her #brand is a result of the #promises you keep.
She helps people in business to understand what they care about and how to put it to work. So if you actually do things and make promises that don't align with those things, it's a risk to your business. And it's not just the promises that you make to #customers - it's the promises you make to each other within the business, to your #stakeholders, across the board, including vendors and partners and #investors and all people of all stripes.
There's no category of promises that don't matter!
In our discussion we cover;
- how every organization, whether they are doing it deliberately or not, is achieving some form of brand
- the fallacy of thinking about brand as this thing that you create, an entity of its own
- how Michel instead sees brand as a container where everything that you do gets deposited - so it's literally all the actions and decisions of your organization
- missed opportunities from seeing #marketing as almost a de-facto for brand
- #puffery
- why the stuff that actually achieves brand and contributes to this store of value is really deeply boring, #unheroic #unsexy stuff e.g
- how do we answer the phone?
- how does our logistics process work?
- @unheroicwork the book
- how you make a difference every day as you go about your work and engage with customers and employ staff
- why nobody (customers that is) cares what your logo looks like and why most #smallbusinessowners waste of energy time and resources obsessing over your logo
- the #mythofwow - being (wrongly) convinced that unless we're absolutely wowing our customers all the time, then we're going to lose them
- why 150% is over-rated and 100% promised and delivered is just fine
- @harvardbusiness article "Stop Delighting Your Customers"
- #customerzillas - the godzillas of customers - every small business has a few and the sad truth is that about 40% of your time will get taken up by about 2% of your customers. So why keep them?
- @patagonia - unapologetic about who they are
- this idea of #purpose, that every purpose needs to have some kind of a social impact component in order to be legitimate
- an alternative - #purpose = all that is needed to motivate you and your team and your #org
- why #smallbusinesses actually have a leg up vs. large #multinational, multi-site, multi-culture, thousands upon thousands person organizations
- #customerengagement fails
- a survey from @auspost saying, how did we do? And my question to them is, did I get my parcel? Then, I'm good. You know if I got my parcel or not because you know. And so you're asking me something you know. It's not the right question
- information you should already know
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Reach out to Michael Kerr via the website if you need personal assistance or advice for your small business.
michael.kerr@kerrcapital.com.au
www.ownertoownerpodcast.com.au