- Features | April 13, 2018
How to Discover and Protect Your Brand Story
Do you know why your customers choose to do business with you?
W. Edwards Deming was an American engineer who was revered in Japan for his contribution to transforming the country into a global manufacturing leader. He said, “If you cannot describe what you do as a process,you don’t know what you are doing.”
People believe they know what they’re doing until they’re put to the test. This typically happens at networking events or chance meetings when they encounter the question, “What do you do?”
Most people respond by describing exactly what they do, and that’s not especially interesting to most people outside of the industry.
A better approach is offering a peek into what happens when you do what you do and how that makes customers feel.
That insight is a slice of the business process that your customers regularly experience and know so well. That's why they are often better equipped to tell your brand story better than you are.
Since they won't always be available to do that, the best alternative is branding and marketing that story that stands in for the experience of working with you.
Here's how one small business owner figured it out.
Sounds Like It's Almost Homemade
Jim Koch is the Chairman of the Boston Brewing Company, the brewer of Samuel Adams beer. He founded what is now a billion-dollar business by making it a habit to have one-to-one conversations with beer drinkers to understand them and to share what makes Sam Adams unique
Your current customers know, like, and trust you. They understand and appreciate the passion that drives your business, and it comes through in your story.
Jim Koch learned this in the early days of his company while having a conversation with a man that perferred one of the imported beers. He reasoned that imports are backed by generations of talented brewers, whereas American beers are mass-produced.
When Mr. Koch explained that he brewed his first batch of beer in his home kitchen from a family recipe, and to this day it is still "handcrafted in small batches that he personally approves," he made a connection.
"Sounds like it's almost handmade," the man said.
Aren't your electrical projects handcrafted in small batches too?
A craft is something you do because you love it, and that passion has to come out in your brand story.
Jim Koch's encounter with that beer drinker gave the 150 or so micro-brewers a name that resonated with consumers. Now known as craft brewers, there are thousands across the United States, and that segment of the industry is easily the fastest growing.
That conversation changed how Jim Koch marketed his beers, and one like it can change how you market your electrical products and services.
In his recently released book, Quench Your Own Thirst, Jim Koch notes: "Eventually, we would become known as a leader of the craft beer movement. All from listening to a guy in a bar."
Now that's a story.
Unleash Your Superpower
Your brand story starts with you. In a world of product and service sameness, you are the reason your customers want to be aligned with your business.
Think of that reason as your superpower.
Your superpower is the one thing that makes you invincible in the hearts and minds of your customers. At a recent industry event, we discussed this topic