On the other hand there are those fearless ones who are forging ahead, and as part of their strategy are reviewing their brand and its connection with both new and existing customers.

So what are some of the things that you can do when things may seem to be a little slower than desired?

1. Make Certain Your Brand Is Sending A Clear Message

Ask yourself what does our brand represent to the world out there . What do your customers think of your brand? Ask them. They won’t bite. Is the message that you are transmitting the same as the message that is being received.

2. Give Your Brand A Shot Of Life.

This all comes down to systems. The whys and the hows of how you present yourself to the world on a consistent basis. Make sure that you have these systems recorded for ready reference by all your staff. Consistency is so important to support a lively brand.

3. Shout Your Brand From The Rooftops.

Don’t conceal your brand. Get it out where the people are by writing a new article on a weekly basis on your Blog, submit them to the journalists that specialise in your industry and make yourself accessible to comment on the latest topics that relate to your industry , or even put on a seminar or provide a FREE presentation to your local chamber of commerce. And don’t forget to hit the streets with your brand. I have challenged my franchisees to walk the streets for at least half an hour a week handing out our advertising cards and collecting business cards for future follow-up. You still cant’ beat face to face. That 30 minutes can produce up to 30 new business opportunities.

4. Don’t Allow Your Brand To Ever Get Stale.

Just the other day I invited my youngest employee to do something for me. I elected him to the position of CEO of the up and coming new MySpace page for our company. Do you think he was excited? You bet. Do you think that we are going to make an impact into the Gen Y and Gen Z arena. You bet. Can’t wait. Young thought, fresh energy – directed and guided will destroy stale.

The small business with the brand will stand.

Small Business With The Brand Will Stand is a post from: OE Design Blog

Help your clients achieve their goals. Virtually every business person has specific goals they are striving to achieve. These can include everything from increasing their market share and sales, to reducing operating expenses, to streamlining the business, to incorporating new business practices. Invest time learning the key objectives of each of your customers. Then determine how your products and services can help them achieve their targets. In some cases, you may not be able to help them but recommending someone who can assist them will be recognized and remembered. The more you can help them achieve their goals the more valued you will become.

Under-promise, over-deliver. As old as this expression is, it is still one of the best ways to stand out from the crowd. Far too many people make commitments to their customers and fail to follow through as promised. It’s easy to fall into this trap, particularly for service-oriented individuals. We have every intention of delivering on a promise but often, unexpected circumstances crop up that prevent of from doing so. While this is acceptable by most people – once in a while – frequent occurrences will drive your customers to your competition.

Be innovative. Most companies do business the same way until a crisis, emergency, or significant change in the marketplace forces them to adapt. The most successful organizations are creative and innovative. They constantly look for new ways to do business, gain more their market share, please their customers, and offer new products and services. The inherent challenge with this is that you will encounter resistance from many people both inside and outside of the company; I have experienced this first-hand in several companies I have worked for.

However, if you try to be innovative ONLY when it’s absolutely necessary, you will never get the head-start on your competition. Watch for trends in other industries as well as yours and think of how you can incorporate these into your business. Be a leader instead of a follower.

Surprise them. Look for ways to surprise your customers and do something completely unexpected for them. Make a charitable donation in their name. Invite them to a special event. Give them a bonus gift or service. Find out what networking events your clients might like to attend and send them a complimentary invitation. If they enjoy reading send an occasional book in their area of interest. Gift certificates to a show or play may be appreciated by some of your customers.

Two words of caution: i) Be careful that your “surprise” is not misinterpreted as a bribe to do business with you. There cannot be any strings or hidden conditions attached to this offering. ii) Make sure your client is allowed to accept a gift. Some organizations have a strict “no gift” policy and you must respect it.

Keep in touch. Very few people keep in touch on a regular basis with their customers. Yet, this is the best way to keep your name in their mind. An effective strategy – without appearing like a pest – is to send them useful information on a regular basis. You can send a newspaper clipping or a magazine article. You can also send them helpful and practical tips to improve their business; this can be set up quite easily electronically.

Send cards on special occasions but instead of the standard Christmas cards send some on lesser promoted days such as St. Patrick’s Day and Halloween, etc. You can also send postcards from exotic locations – just be careful not to write a tacky message. This past winter I traveled to St. Maarten in the Caribbean and found a beautiful postcard of a beach along the Caribbean Ocean. I sent this card to about four dozen clients and prospects with the message, “When the winter starts getting you down, take a three minute vacation by picturing yourself on this beach.”

Have a VIP day. You can organize a golf tournament – assuming of course your customers play the game. If you’re a retailer, you can invite your best customer to an invitation-only special sale.

Every year, a friend of mine organizes an evening filled with networking opportunities, guest speakers, great food and beverages and invites his clients, prospects, and friends to attend. Another friend of mine takes several of his clients on excursions to a local winery. He ensures they get a tour, a private tasting of premium wines, and a five-star dinner.

© 2005 Kelley Robertson, Kelley@RobertsonTrainingGroup.com All rights reserved

Standing Above The Crowd is a post from: OE Design Blog