Giving the best info?
Finally, remember what your clients really want from you. In addition to superior services and unique products, they crave information.
“Consumers want all the information they need to make informed choices, but they simply don’t have enough time to read it all or they don’t know where to go to get the information,” says Gadberry. “You can strengthen your brand when you give them information in easy-to-absorb chunks.”
Gadberry stresses that each team member should know the features, functions and benefits (FFBs) of each service and product as well as knowing the FFBs of three performance ingredients for each product. Think about how you can reinforce these FFBs in your marketing. For example, bulletpoint them in your service descriptions on your menu or use them in product shelf talkers.
“Develop sound bites, talking points and interesting facts to share with your clients,” suggests Gadberry. “Basically, I want you to tell me what to do, how to do it and then send me on my way.”
Are you consistent?
Consistency is the key to maintaining the brand, but warns Jackson, that’s also your biggest challenge. “As your business grows, it becomes harder and harder to keep your brand consistent since everyone needs to believe in and support the brand,” he explains. “All employees must sing the same song—they must honor the brand by using the same tag line, by treating customers with a minimum of respect, and by dressing appropriately at work.
“In addition, your company name, logo, and tagline must be consistently displayed on all materials, including business cards, letterhead, envelopes, brochures, websites, bags, and signage,” continues Jackson.
John Stefanick, production manager for the Noëlle Spa for Beauty and Wellness in Stamford, Connecticut, admits that after founder Noel de Caprio passed away, the legendary day spa struggled with consistency in its logo. “For years, we had the same stretched Noëlle logo with the same PMS color of bronze metallic,” remembers Stefanick. “But then every time we would hire a new graphic artist, each one would want to add their own spin. But then we remembered that Noel had instilled in us the importance of keeping it consistent—much like the Tiffany blue box wrapped in white ribbon. Now, we’re back to the original bronze metallic logo.”
What’s a brand handbook?
To keep the brand consistent, it all boils down to the details. Jackson recommends establishing a brand handbook for your company. “A brand handbook can capture and archive all your branding elements, including colors, fonts, tagline, logo specifics, website design, stationery design, signage, graphics, background music and dress code,” he says.