Everyone in business wants to have an iconic and recognizable brand. We want to have a brand like Apple, or Nike, or Harley Davidson. But your brand is much more than your logo. It’s the emotion your customers get when they see your logo. It’s the feeling your company gives people who interact with you. In today’s DMJ 101, I break down 4 Tips on Building a brand from the beginning. Watch now!
4 Tips On Building a Brand
While building an iconic brand has thousands of steps, and likely, thousands of days, here are 4 things you can do to start building yours today.
Do What You Say You Will Do
You might read that and think “Well, of course!” And you should. Of course, we need to do what we say we are going to do. But yet, we all deal with organizations that don’t live up to their own hype all of the time. If you want to build enthusiastic brand ambassadors, you need to start with a strong foundation of doing the basics. Do what you say you will do… every time.
Do Just a Little More
One of the best ways to surprise and delight your customers is to “do just a little more.” If you can consistently deliver on your promise, and then go above and beyond (even just a little), you are on your way to creating a tribe of people that will WANT to tell your story for you.
Own Your Mistakes
There will be mistakes. No matter how hard you try, things sometimes go sideways. What do you do then? The best organizations don’t look around to blame someone else. They work to solve the problem first. When you do that, you can re-channel those frustrations into delight. When things go wrong…go into action.
Create a Quarterly Appreciation Program
We dive deeper into this here, but sometimes your customers leave because they don’t think you care. You never want that to happen. So consider creating a quarterly appreciation program for your best customers. Go to them at least 4 times a year (with branded merch) to show them love. When you do that consistently, and with great merch, you will not only show gratitude. But a reminder of that gratitude will be around them all of the time.
(Coshocton, OH)—Coshocton-based marketing firm and promotional products distributor Hasseman Marketing & Communications is excited to welcome Wendy Spang to their team. Spang will be joining the team as a Finance Specialist.
“We are so excited to welcome Wendy to the team,” says Hasseman Marketing CEO, Kirby Hasseman. “Wendy has a great personality and brings a wealth of knowledge to the team.”
Wendy has a wealth of knowledge in the finance space. She has over 17 years of experience with companies like Oxford Mining, International Paper, and, most recently, Guggisberg Cheese. In her new role, Wendy will be managing the finances, sending invoices, and other responsibilities aligned with the HMC finances. Wendy loves spending time with her grandkids, dirt track racing, and having fun in the casino. She can be reached via email at finance@hassemanmarketing.com.
“Nothing happens until someone sells something.” This blog is part of an ongoing series of blogs featuring the TARGET Marketing Framework. You can get our TARGET Marketing Playbook for FREE here.
While this quote has been attributed to several people (including Peter Drucker and Thomas Watson), the person who said it first is not as important as the message. No organization can succeed without sales.
Sales is not a dirty word.
Let’s start by breaking down some misconceptions. We have all seen the sleazy salesperson that is portrayed on TV and in the movies. This person doesn’t care about you or your needs. They just want to “get you into this car!”
While there are certainly people like that in the sales profession, that is the exception…not the rule. We need to break the stereotype because it’s chasing people away from the profession. And if “nothing happens until someone sells something,” then we need great people in sales.
The Latin term for sales references “serving.” This is a definition I can get behind. Let’s move away from the idea of manipulation, and step into the idea of helping someone get what they need. The best sales professionals I know generally listen (and care) about the people that they want to serve. They are experts in their fields and can confidently make recommendations that are in the best interest of their customers and prospects.
This is the kind of salesperson I want to be.
Recently, my wife and I went to a local tractor store to look for zero-turn mowers. I have a lot of grass to mow, and I wanted to find something that could help me speed up the process. I had done some research online and found a zero-turn model that had a steering wheel. Since I had never used a zero-turn mower, this appealed to me. So, we went to the store to see them in person and learn more.
The salesperson came out and we discussed the problem I was trying to solve. He asked several questions about what we wanted and gave us some information.
Then he said, “How much are you mowing?”
When I told him I was mowing at least 10 acres, he said “Oh…then that’s not the mower you need. You will burn that up in 18 months.”
Then he guided me to a mower that would better fit my needs. It was still a zero-turn, and it still had a steering wheel. That is the one I bought…and I am very happy with the purchase.
He listened to the problem I was trying to solve, and then made recommendations based on that need.
I didn’t feel sold. I felt served.
Everyone Is in Sales
Sales is not just a department. Don’t get me wrong. There are probably people in your organization that are on your sales team.
These are the people who might be responsible for proactively going out and making offers to your customers and prospects. Or maybe these are the folks who actively take the incoming calls to sell to your audience.
But make no mistake…we are all in sales.
Let’s take a car dealership, for example. Yes, there are commissioned sales team members. But once they have helped you find the car of your dreams, there are so many more people you will interact with. If the finance guy or gal is grumpy, that affects the whole experience. If you call in and struggle to get the service team to take care of you, you will be frustrated. Or maybe it’s as simple as how they answer the phone. All of those interactions color the customer experience. All of those people are in sales, whether they know it or not.
Don’t Try to Sell Those That Don’t Want What You Sell
This is a hot take that often raises eyebrows. But I have no interest in trying to convince people who absolutely don’t want my product or service. There are just way too many people that will. I see so many people trying to convince the inconvincible. This is not only frustrating for this prospect, but it’s a total waste of your energy. Now to clarify, if there are some objections to overcome…that’s different. There are often times in a transaction that you will need to work through some details. That is not the time to walk away.
On the contrary, I believe in walking away on the front end. You read that right.
When I run into a complete non-believer in marketing, I am not going to waste my time trying to convince them that social media can be a great tool. They will never believe it. And to be honest, by the end of the conversation, they will just frustrate me by being obtuse. There are just too many prospects that believe in what I am selling to waste my time.
Make The Offer
Now that we have established that sales is vital, no marketing plan would be complete without sales being a part of it.
This is a place where people sometimes get hung up…and I think it’s about clarity. You want to make a compelling offer that serves that perfect customer. That kind of offer addresses a pain point that prospect has and (hopefully) solves it.
Now just make the offer.
Too many inexperienced salespeople, entrepreneurs, or marketers want to get clever here. They want to soften “the ask.” I find that this is just insecurity. Just push through and be clear with what you are selling.
As Donald Miller (author of Building Your Storybrand) says, “When you confuse you lose.” Make the offer.
The Fortune is in the Follow-up.
Finally, don’t forget to follow up. Now that you have made the offer, you will find that some people are just not ready right then. Don’t take it personally.
Unfortunately, rejection is a part of the job.
But remember, often it’s not “no.” It’s “not now.”
When prospects or customers say “not now” to me I am diligent in my follow-up. Studies will tell you that it often takes 13 touches before a prospect turns into a customer. And yet, the average salesperson only follows up once. If you continue to follow up, you will stand out and often get the business.
My rule is simple. You have to tell me “No.” Sounds simple, right?
The thing is a lot of people don’t want to tell you no. They want to be nice and hope you will give up.
But remember this. Nos are fine. Yeses are great. Maybe’s will kill you.
Once you have made your offer, stay with that prospect until you hear yes or no.
It’s simple. But not easy.
Want to dig deeper into this? You should check out our TARGET Marketing Playbook here for free. We break down what makes up a great marketing plan and how you can implement it. And you can check out the entire book on the subject. “Hit The TARGET” is a parable that outlines how to take all of these tactics and implement them in real life. Learn more here.
Hasseman Marketing, a leading marketing company in Ohio, has been named to the PPAI 67 Best Companies to Work For list. This recognition is a testament to the company’s commitment to creating a positive and engaging workplace for its employees.
According to PPAI magazine, the 67 companies that made the list were selected based on several factors, including employee engagement, work environment, benefits, company culture, and opportunities for professional growth. Hasseman Marketing stood out among the many businesses considered, thanks to its exceptional performance in these areas.
“This is such an incredible honor,” Hasseman Marketing CEO Kirby Hasseman said. “I am so proud that our team has created a culture where we all want to work together…and do great work for our clients.”
One of the reasons why Hasseman Marketing is such a great place to work is its dedication to fostering a culture of innovation and creativity. Employees are encouraged to think outside the box and come up with new and exciting ways to help clients achieve their marketing goals. This approach not only benefits the company’s clients but also allows employees to feel valued and appreciated for their contributions. In addition, Hasseman Marketing works to create a culture of fun.
Overall, being named to the PPAI 67 Best Companies to Work For list is a significant achievement for Hasseman Marketing. It is a testament to the company’s commitment to creating a positive and engaging workplace for its employees. As the company continues to grow and expand, it is clear that it will continue to prioritize employee engagement and development, setting an example for other businesses in the marketing industry and beyond.
How can you hit the bullseye if you don’t know where the TARGET is? How can you identify your perfect customer?
This seems like such a basic question, right? But so many businesses and marketers are trying to do exactly that. They create a product or a campaign that is designed for everyone. And if everyone is your customer, no one is your customer. You just don’t have the time and treasure to reach them all.
But when you dial down, into that specific niche that your product is really designed to serve, you CAN reach them directly. And every once in a while, they can help you reach the masses.
It all starts with that perfect customer. Your TARGET.
Now you might be thinking, “Of course. I already know that.” I believe you. But as I have stated hundreds of times before, my favorite quote is:
The greatest distance in the world is the distance between ‘I know’ and ‘I do.’
We all know the things were are supposed to do. We know it. That is why it’s so easy to give other people advice on fixing their problems. We know what to do. We just don’t do it.
Want to lose weight? We all know how to address that. Eat better and work out more. And yet, there is a $58 Billion industry created to solve that very problem. You know, the one I just solved with 5 words.
So, before you completely dismiss this out of hand, ask yourself this. Have we spent the time to create our perfect customer (s)? Do you really know them? And are you creating marketing messages directly to them?
If so, kudos! You are ahead of most in your space.
If you have not spent the time, this is the perfect place to start. Because once you know your perfect prospect or customer (your T), it can totally change how you go to market. You can create more effective messages and have less waste.
And maybe more importantly, you can better serve them. You can create offers that they will not only enjoy, but you know they really need. You can create customers that are not only transactional but are raving fans.
But it all starts with REALLY knowing them.
If you already have a business, you can start looking for your ideal customer inside your current client base. As Mike Michaelowicz tells us in his amazing book The Pumpkin Plan, you know when you see your customer number pop up on the phone. There are those customers that pop up and your first response is “ugh.” These clients are often high maintenance, low profit, and hard to deal with. They just don’t seem to value your work…and you don’t like working for them. These are obviously NOT the perfect customer.
Then there are the clients where you have the opposite response. You love it when they call. You are more than happy to drop what you are doing to chat with them. And you enjoy the work you are doing with them. Now you are getting closer.
The final mix is, they have to have the money to spend. When you can find the customers that you enjoy serving, AND they have the budget, you might be getting close to (at least one of) your ideal customers.
“Okay,” you might be thinking. “But what if I don’t have an existing business?” Or maybe…you just want to start this exercise from scratch. Maybe your ideal customer is not in your existing customer base…or you want to start a business and are not sure where to start.
Let’s dig into a few questions that you can start with to determine your ideal customer. These are just a few designed to get your juices flowing. As you dig in closer to your ideal customer, keep going. The more specific you are, the more likely you can craft a message (and more products) that can reach and serve them better.
Here are some questions to help you identify your perfect customer.
Is your ideal customer a man or a woman?
How old is your ideal customer?
Where do they live?
What is their lifestyle/marital status?
Do they have children?
What is their favorite social media platform?
Where do they hang out? Who do they spend (the most) time with?
Do you know what they do for fun?
What conferences do they attend?
What is their job?
As I said, keep going until you have a specific and clear picture of that ideal customer. Once you have them pictured in your mind, write it down. Now that you have them on paper, can you see how you can craft a message just for them? Can you see how you can go to the places they are?
While this exercise might appear simple, it’s foundational. You will build all of your other activities on top of the T. And once you have mastered your “one perfect customer,” you can go back to the drawing board and do this again to expand your market and your marketing.
