THE #1 SECRET TO BRANDING SUCCESS THAT MOST BUSINESSES DON'T KNOW

Total confession: I am a total kid when it comes to checking the mail. When I see the our postal delivery person pull up to the mailbox, I always excitedly watch to see if he/she puts anything in. Granted, most of the time its bills but you never know if there is an Amazon delivery coming in or someone sending you money that you didn’t know was coming. Last week, I checked the mail and there was a whole sheet of coupons for a local fast food chain in my mailbox. My husband and I looked over the sheet and there was a coupon for a buy one get one free chicken sandwich. No joke when my husband saw it, he grunted and said “Man if I want a chicken sandwich, I’m going to Chick Fil-A!”

Now don’t get me wrong, I’m sure this other fast food chain’s chicken sandwich is fine, but it cannot measure up to the positive experience we have had with ChickFil-A’s chicken sandwich. Every single time we have gone to ChickFil-A, our sandwiches have been juicy, delicious, and piping hot (am I making anyone hungry yet?). Not only have we loved the sandwiches, we have loved the way we were treated every time we have gone there. From the greeting we receive when we walk in, to the “It’s my pleasure” comment after we have been helped, you can tell Chick Fil-A truly cares about their customers.

AND THAT’S THE SECRET!

While we could have gotten a chicken sandwich much cheaper at our local fast food joint, we chose to go to Chick Fil-A. We have brand loyalty because we know that Chick Fil-A not only cares about their customers but also about their employees as well.

This concept isn’t just limited to Chick Fil-A. Research has actually found that most U.S. consumers are more loyal to brands that actually care about them.

With the growth of social media, brands are having to compete more and more to get the attention of the consumer. How do businesses stand out? By not just saying that they care, but by demonstrating it!

THE #1 BRANDING SUCCESS SECRET: DEMONSTRATE THAT YOU CARE!

Demonstrating that your businesses cares is actually easier than you might think. Here are a few ways that you can start to shift from saying that you care, to demonstrating it:

Make Social Media Personal

No, I’m not talking about stalking people or attacking people’s opinions.

Quite the opposite! It is engaging with people that engage with your business. If someone posts a comment on a social media post, respond to it! If someone has a question, answer them! If someone has left a negative review, don’t just send off a canned apology, actually work to resolve the issue with the customer (note: once the problem has been identified, take the conversation offline to find a solution. This creates a more personal touch and keeps the conversation between you and customer.) Reading and monitoring your feeds is great, but it is what you do after reading that makes a difference.

If You Care, Don’t Keep It A Secret

If you want your customers to know that you care about them and your employees, let them know! Do you have an employee that went above and beyond for a customer? Share about it on social media! Did you participate in a community event? Share about it! The more that a business talks about caring, the more people will begin to associate that business with caring.

Don’t Be Afraid To Say Thank You

Now that everyone knows my secret about loving to check mail, I can freely say that one of my favorite things to receive in the mail is a handwritten card. Nothing says that you care more than when you take the time to send a thank you card. It is that personalized touch that truly adds the caring aspect to your business.

One business that I have seen model that concept incredibly well is The Collage and Wood Shop. Several months ago, I had the opportunity to work with them. During the process the owner, Crystal, sent me a handwritten thank you card! I cannot tell you how much that meant to me. I actually still have it sitting on my bookshelf.

ROIs and analytics will always be important, but brands shouldn’t limit themselves to numbers alone. Asking, "How do we make our customers feel?" can be just as important as a low cost-to-click ratio. It is through those small steps of showing you care that could lead to a long lasting relationship.

If you are interested in branded thank you cards or branded material that shows you care, comment below or send me a request through my contact form. I would love to help you share your care!

Also if you would love to know more about getting your Difference Making product or service out into the world, check out my e-course Cultivating Your Brand