Are You Living Your Brand?

I bought an iPhone for my wife for Christmas. She bought me a new iPod for Christmas.

Unwrapping the package was a pleasure. The thought that Apple put into packaging the product was clearly evident. As an innovator of consumer electronics, Apple decided they also had to be an innovator of the customer experience, and that includes how the customer feels when they open the packaging.

The experience of opening the iPod box was emotionally satisfying. It involved your senses of sight and touch. And there was a bit of mystery and intrigue in the process, too. It should win some kind of packaging design award in my opinion.

Are the details of your business supporting your brand? If you have a 3-ring binder that a prospect looks through during the sales process, does the quality of the 3-ring binder reflect the quality of your product and the quality of your company's brand? How about signage in your retail location? Is it printed out on your inkjet printer, or designed with your brand in mind? Do you play the radio in your showroom, or do you have satellite music that fits the demographic of your market? Are the vehicles your sales force drives to in-home appointments consistent with who you tell the market you are?

Branding is more than a logo, tagline and advertising copy. The details of your business either support your brand, or they detract from it. Small details have a big impact on your brand. Are you living your brand?

 

Skip Anderson is the Founder and President of Selling to Consumers, a B2C sales training and consulting firm. Subscribe to the free Selling to Consumers Sales Tips Newsletter.